BPA WORLDWIDE & VIVID INTERFACE ADD DEPTH TO THE NUMBERS

Global media auditor BPA Worldwide and Vivid Interface, the UK leader in exhibition and event market research, have published their first co-branded event audit and research report in the UK.

[ClickPress, Tue Jul 24 2007] Global media auditor BPA Worldwide and Vivid Interface, the UK leader in exhibition and event market research, have published their first co-branded event audit and research report in the UK. The report, which relates to Ithaca Media’s Internet World exhibition in May at Earl’s Court, provides marketers in the internet technology and digital business sectors with a comprehensive measurement tool with which to evaluate event media spend.



The report, which is published just three months after BPA was officially approved as an audit body by the Association of Exhibition Organisers, supports verified attendance data collected through the registration process with an analysis covering geographical breakout of attendees, visitor product interest, satisfaction data, buying plans and purchasing budgets collected through an attendee survey. The report brings together the core competencies of both BPA and Vivid Interface.



The audited attendee analysis for Internet World, which serves professionals working in internet and digital business sectors, showed that 12,909 people in total attended the show over the course of the three days, 10,947 of whom were “pure” visitors. This figure included a crossover of 1,597 people attending the International Direct Marketing Fair, which was taking place at the same time at the same venue.



The supporting report details the primary business or industry sector from which the visitor base was derived (media, entertainment, publishing and broadcast was the primary sector producing 16.5% of visitors) with 15.2% of attendees at Chief Executive or Managing Director level. Supplementary information also identified the Internet-related products visitors felt they were most likely to be interested in over the next twelve months, with search engine optimisation, online advertising and email marketing the three most popular categories.



“As a UK first to use the BPA-Vivid Interface audit and research report we are proud to be able to offer the market a level of data reporting which the sector deserves,” commented Phil Manley, Commercial Director at show organiser Ithaca Business Media. “The data in the report goes significantly beyond the headline numbers and provides true insights into the profile of the audience as well as their experiences at the show and commercial motivations.”



The combination of comprehensive attendee research and audited attendee profile data provides a third-party performance benchmark of the value of an event. The report can be used by organisers as a powerful consulting tool to guide clients in making insightful strategic show selection and investment decisions, plan more effectively by identifying key market segments in attendance, provide a quantifiable basis for exhibitors to objectively and confidently measure their ROI, and identify opportunities for performance improvement by attracting more of their key targets.



“This co-branded event audit and research with Vivid Interface provides a broad, in-depth analysis of a show, enabling event organisers to show potential exhibitors an audited account of who attends, what interests them and what buying power they have,” explains BPA Worldwide President and CEO Glenn Hansen.



“This counters the misconception that an event audit doesn’t provide sufficient information to sell to the exhibitor. The Internet World report shows how event audit and research can be used as a tangible marketing document, providing exhibitors with comprehensive independent information on which to base their buying decisions and event organisers with sophisticated, accountable data that delivers a point of differentiation and a real competitive advantage in the market place,” adds Hansen.



“Vivid Interface is excited about the launch of the combined audit and research offering with BPA Worldwide,” said Geoffrey Dixon, Managing Director of Vivid Interface. “BPA has a rich and respected history of auditing all types of media around the globe. BPA’s reputation in the B-to-B UK media market will be a strong competitive plus for all sectors of the UK exhibition and events marketing industry where there is an urgent need to address the data organisers provide the market. This level of data is what is needed to help the industry develop and effectively compete against other media channels in an increasingly competitive multi-media market.”



Ends.



Press Information:

Joe Palmer or Howard Robinson

CoCo Communications

T: 00 44 207 754 3551

E: joe@cococommunications.com or howard@cococcommunications.com



About BPA Worldwide



BPA Worldwide is the only global media auditor. It is the world’s largest independent, not-for-profit auditor of business to business media offering uniformly applied standards around the world. Now in its 75th year, BPA Worldwide has more than 2600 advertisers and media buyers within its worldwide membership. It audits more than 2500 media properties across 25 countries, including more than 2000 business to business publications.



BPA audits enable media owners to compete successfully for advertising spend by providing media buyers and advertisers with independently audited data. Media buyers and advertisers, in turn, demand such independent metrics as a way of informing their buying decisions and protecting their interests. Third party audits represent the buyer’s only reliable assurance against misleading, exaggerated or even fraudulent claims.



BPA specialises in multimedia audit, including consumer press, newspapers, expos, website, email newsletters, database and other media containing advertising. This includes media circulation on an international or global basis by a publisher in another territory. This ensures comparability for advertisers and media buyers of media across national boundaries.



BPA Worldwide, which is a founder member of the IFABC, is also an AEO-approved auditor in the UK.



About Vivid Interface



Vivid Interface is a full service market research and insight company working extensively within the exhibition and event market place. The company conducts pre-show research, at-show research of both visitors and exhibitors and post-show research to provide insights on customer behaviour, develop new show concepts, advise on marketing and promotional strategies, pricing strategies and brand elasticity. Vivid Interface, which pioneered the use of electronic data collection and data mining in the exhibition environment, was the winner of the 2005 AEO Excellence Award.

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