The Branding Value of an Investment Conference

A Dollars and Cents Approach

BRANDING VALUE, from a media relations perspective, is the
premium earned in excess of the advertising dollars required
to generate the same level of exposure.

Media Citations for Schoen/Evanson Media Client

January 2012 October 2013

For the investment conference event analyzed here, the ad

equivalent cost of the airtime is $187,000, but the branding
value is pegged at three times this figure or $571,000.
What justifies this multiple? Validation from the broadcasters
that the clients conference is important financial news;
the broadcasters promotion of conference coverage and
interviews, video archives of the interviews, the print stories
that flow from the broadcast interviews and the derivative
citations of the print and broadcast stories on social media are
some of the more important factors.

Airtime Costs
/30 Seconds

Segment
Run Time

Airtime
Value

Branding
Value

Mike Herring, CFO, Pandora (P) - CNBC

$7,500

5:00

$75,000

$225,000

John Foraker, CEO, Annies (BNNY) - CNBC

$7,500

4:00

$60,000

$180,000

Steve Kaufer, CEO, TripAdvisor (TRIP) - Bloomberg

$750

6:01

$9,000

$27,000

Mike Herring, CFO, Pandora (P) - Bloomberg

$750

6:24

$9,750

$29,250

Geoff Cook, CEO, Meet ME (MEET) - Bloomberg

$750

2:05

$3,000

$9,000

John Hodgman, CFO, InterMune (ITMN) - Bloomberg

$750

5:01

$7,500

$22,500

Tony Dwyer, Canaccord Genuity - BNN

$300

2:36

$1,500

$4,500

Steve Kaufer, CEO, TripAdvisor (TRIP) - BNN

$300

6:25

$3,900

$11,700

Dennis Turpin, CFO, AEterna Zentaris (AEZS) - BNN

$300

4:40

$2,800

$8,400

Michael Walkley, Canaccord - BNN

$300

5:20

$3,300

$9,900

Bob Gomes, CEO, Stantec (STN) - BNN

$300

8:01

$4,800

$14,400

Robert Courteau, CEO, Altus Group (AIF) - BNN

$300

5:32

$3,300

$9,900

Craig Muhlhauser, CEO, Celestica (CLS) - BNN

$300

4:58

$3,000

$9,000

Steve Bromley, CEO, Sun Opta (STKL) - BNN

$300

5:40

$3,400

$10,200

71.32

$186,850

$570,750

Segment

John Foraker, CEO

Annies Inc.

Mike Herring, CFO

Pandora Media

Steve Kaufer, CEO

TripAdvisor

The conference organizer enjoyed a nearly 50% spike in media

coverage each year. Much of the coverage will be accessible on the
Internet for years to come providing long-tailed exposure.

Total Broadcasting Time in Minutes from Conference at

The Intercontinental Hotel in Boston:

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shows how a single, two-day investment conference was leveraged

Schoen/Evanson
Media
David R. Evanson,
LLC
610-505-0832
215-460-8149

www.schoen/evansonmedia.com
davidevanson.com
devanson@comcast.net