Attending any exhibition is far more than simply targeting those that visit the show, so we are not only looking to build some very interesting and exciting exhibition stands as the focal point of the activity, but take the content outside and reach those that aren’t able to make the trip to Manchester. So, the key messages and content will not only look to resonate with the visitors, but we will be working hard to transfer things beyond the venue and ensure that customers throughout the market are engaged. Our film crew and team of digital experts will be using a variety of tools from email through to social media, so watch out for all of the content in the coming days.

The level of investment in BIBA continues to grow, so measuring the level of return is critical to ensure that the event is seen as a positive one. Understanding the return is essential, but typically ‘business’ isn’t written, so we will be using a number of new measurement/evaluation tools to not only gather data on the visitors to the stand, but also the activity and productivity of those on the stands themselves. This isn’t ‘Big Brother’, merely a way of understanding how effective the various methods for engagement are.

Please look out for the team and if we can be of help, just ask. Manchester here we come!!

But is it a question of one or the other – PR or UGC? I’m not sure it is. Publications are pushing hard on their digital platforms and are always keen to keep their audience up to date with news stories etc. So, if clients present well generated/relevant content that isn’t a ‘pitch’, then what are the obstacles to the publications running with it – they can still add their view/insight. Traditional PR agencies have been using Twitter etc to keep in touch with the publications – understanding what they want news/features wise and trailing stories, but can they make better use of UGC – combining the words/sentiment of the release and using their skills to sell things in?

I’m not sure that there is a definitive answer yet, but we are certainly seeing clients taking a more direct role in the process traditionally held by the PR agency. Any thoughts on where this might go?

You can connect with Martin Wiggins on LinkedIn by clicking here

Working with clients attending the event, we have created a segmented program that helps them focus their activity and message in Manchester and allows them to build momentum and directly engage with the market before and after as well as during the Conference. The program focuses on getting the key messages to as broad an audience as possible. Starting with driving people to the event, showing how they differentiate themselves against the competition and then following through to finally demonstrating the positive effects of the Conference and how engaging with them will bring value and benefit to the broker/insurer etc in the coming months. Whilst the extent of the program does of course depend on budget, the basic components can be deployed at very reasonable costs – starting with well designed emails, with good engaging content and moving on from there. The aim is not just to think about BIBA in isolation, but consider ongoing, engagement that resonates and is relevant to the audience. If you don’t have this the options are simple – say nothing at all, which I don’t think is viable or alternatively create some content quickly!

Beneath all of this program is the ability to measure results – understanding who has responded, who wants more information and those that become customers. Measuring the effectiveness of exhibitions and events has never been easy but we feel that this approach certainly gives more information and accountability than ever before. So watch out Manchester, important as those days will be, the world does not finish at the bottom of the steps of Manchester Central!!

Having worked with the LLMA since their launch, we were delighted to organise an evening reception in the heart of the City to launch their new Longevity Index. The ideal location was the Gherkin – a landmark building in the heart of London for this important initiative. Information about the event, together with the invitation was sent through a series of personalised emails, designed especially for the event and we were on-hand to greet everyone and help them navigate security and the maze of lifts to the top of the building!

The Events Team, led by Sian were there to make sure that everything went smoothly from the first glass of wine through to the launch of the Index and of course the food. The top floors of the Gherkin were lit with wall projections and gobos to add to the atmosphere and impact.

With BIBA fast approaching some of the team have left brandformula towers and are heading to Manchester c/o Virgin trains and a challenge to see how much coffee can be drunk in a day!

Attending BIBA is much more than just arriving in Manchester in May, with an exhibition stand and some brochures and giveaways. Getting in touch with key customers and prospects, advising them of the key messages/themes that you are bringing to the Conference, as well as the key members of the business team are critical in getting some share of the visitors attention. Working hard to have something that is different – it resonates and it relevant with the audience is crucial in such a hotbed of activity that will be Manchester Central. Another scene from Finding Nemo won’t work!!

So, with that in mind we have been working with our clients to help them identify those key brokers etc and the communication process is well underway. The objective of course is to win business, but BIBA isn’t like other tradeshows – relationships and brand are at the forefront, with the long-term gain of business secured in the following months. That said, wouldn’t it be a great idea to challenge everyone to measure and record the actual business – written or promised during the two days…now that would be interesting! Using a variety of tools to get the job done – from that important ‘personal call’ to the more traditional ‘DM’ and the increasing ‘email’, all of these are being deployed to make sure that not only the stand is full, but that it has the right people there. The sooner you start this process the better the chances that you can avoid your ‘Nemo’ moment and get some real results!

Back to today – The agenda is a packed one – hospitality venues to see, places to go – that is the ‘secret’ bit and of course a trip to Manchester Central itself! Well I’m off to win the ‘coffee challenge’, so if anyone knows the best place for coffee in Manchester, just drop me a line!

You can connect with Martin Wiggins on LinkedIn by clicking here

This was the hotly debated subject at last weeks Design Council forum and it raised many interesting points. The forum looked at tackling the issue of measuring the impact of design. How can it be measured and does it need to be? Read the full article on the impact of design in Design Week


A difficult question and despite the result of the vote on the night, one that in general the design community is unfortunately no closer to solving. The value and type of evidence is paramount and inherently difficult to measure – finding something tangible can often allude.

Here at brandformula we believe that engagement with and understanding of an organisation is paramount. Establishing an open and on-going dialogue. This leads not only to successful collaborations and outcomes but also to sustained and rewarding working relationships. Not necessarily a measureable quantity in-terms of the impact of a design but one that we believe in and we hope our clients value. See the brandformula overview of branding and read about how we can help you build a successful brand.

Next up is our Account Director, Bina Mitchelmore.

Click the first image to open full size and then use the ‘next’ and ‘previous’ links in the bottom left corner to browse the full set.

Feel free to tell us what inspires you!

You can find Bina on LinkedIn by clicking here

The activity around the major risk sector continues to increase, with insurers, brokers and service suppliers looking to increase their activity in this segment as the payback for success – winning more business, continues to grow.

The team from brandformula had prepared heavily in the last few months of 2011 for those clients that we were supporting at the 20th anniversary of the annual conference of Amrae, which was being held at Deauville. Working to establish the principle of ‘engagement’ more strongly for our clients, we had looked at a variety of actions leading up to, during and after the Conference with the objective of not only building upon existing relationships, but changing the behaviour of those who were not yet in a dialogue or trading with our clients. Our approach centres upon seeking to change the perception of our client in the mind of the audience and then, as a result their willingness to trade with them.

As soon as the plans had been signed off, we began to contact clients and prospects alike, letting them know of the plans that each client had for the Conference and inviting those key contacts to a range of activities, all with the intention of putting them in contact with the brand – in this case the people attending, in an environment that would support the changing of behaviour. Clients had the opportunity to meet with senior members of the management, together with experts in particular lines of business – both in a formal business environment as well as at the end of the working day.

For those who were not able to attend the event, we looked to capture as much of the essence of the Conference – the content, the messages and the opportunities and then replay this back to them, supported by key messages from each of our clients.

So, that was our activity, but all of this is ultimately ‘behind the scenes’ as each client and the members of their team take centre stage – aiming to show why they are the best partner to work with. Now we move on to the next stage of the contact management philosophy that is ‘engagement’, so watch this space…