Ask the experts
Why should I audit more channels than just my magazine?
Linda Petersell, Vice President of Business Development: Today’s media brands typically include a number of different “touch points” to meet the varied needs of both their audience and marketplace. By auditing and reporting all of a brand’s channels, you are providing marketers and media buyers an analysis of the full audience reach.
Since most of today’s media buys are done across multiple channels, presenting all of your channels in a BPA Brand Report provides all the data marketers need in a single document.
In what ways can BPA support my sales team’s efforts?
Peter Black, SVP of Business Development: BPA has a host of support services to help media owners market their brands. Some of those services include:
• a “Dear Advertiser” letter which speaks to the good business practice a publisher follows by having independent, third-party verification of the audience database. The messaging is easily customizable, produced on BPA letterhead and directed to your customers/prospects either electronically or by post;
• a brochure created by ABM/ANA/4As emphasizing the importance of audits to the media evaluation and buying process
• a postcard series to be used as a continual communication with customers/prospects which reinforces the quality of a brand’s total audience;
• customized videos using the member’s corporate or media brand; and,
•a detailed position paper (and accompanying executive summary) on the assurance audits provide to media buyers.
In addition, senior staff is available to work directly with your sales teams to provide instruction for getting the most out BPA reports.
What are the necessary steps to achieve ASTM (American Society for Testing and Materials) certification?
Karl Pfalzgraf, VP of Sustainability Services:
1. purchase the standard from ASTM and register your project with the Green Meeting Industry Council.
2. obtain a submission form from iCompli to gain a better understanding of what documentation is required to meet the criteria for your sector.
Once you have the submission form, conduct a gap analysis of your current operation. After you have a better understanding of how your practices stack up to the criteria, you can develop a plan to address these opportunities for improvement. Finally once all criteria are met, pull together the documentation needed to demonstrate adherence and submit it for review by the iCompli auditors. Last but not least, share your story and success with the industry.
Can I measure and report more than just print circulation with a BPA/CCAB newspaper audit?
Zia Hasan, Audit Manager, CCAB Absolutely! In addition to daily or weekly print distribution data, a BPA/CCAB newspaper audit allows publishers to report across multiple platforms, including replica and non-replica e-editions, social media connections and website activity.
In addition, since CCAB accredits distribution centers across Canada in accordance with the six-step flyer accreditation process established by the Flyer Distribution Standards Association (FDSA), newspaper brands can also report their FDSA accreditation.
Why should my organization get iCompli certification?
Rich Murphy, SVP Tech Assurance: An iCompli certification lets organizations show their commitment to quality and transparency of data, systems and technology. The iCompli audit enhances brand credibility and provides assurance to all stakeholders.
All iCompli audits offer the following deliverables:
1. Audit opinion letter to be used as a public document.
2. Management report detailing audit findings as measured against specific control objectives and activities. The report will contain recommendations and is intended for internal use.
3. iCompli logo and press release for marketing purposes.Click to learn more
I run a sustainable event. Can I do anything more to set me apart from the competition?
Doreen Chan, General Manager, Asia Pacific Region: While claiming a venue or organization is sustainable is great, it’s only the first step. I would argue that sustainability certification may be the extra advantage needed to tip the scales during your next RFP process. Organizations around the world are taking the lead in getting certified. The next step is to bring onboard key suppliers so the venue/destination can pitch a complete sustainability package to show organizers.
On the corporate side, sustainability is being pushed down the supply chain by procurement and marketers who realize sustainability can serve as another arrow in their quiver to better attract events and shows. Certification to a global standard lends further credence to your marketing message.
And of course, don’t lose sight of perhaps the most important factor – adopting and getting certified to a global industry standard elevates your own internal sustainability practices. It sends a strong message to your staff and external audiences that sustainability and social responsibility are important and your company have made a serious, visible commitment.
I suggest you investigate two standards and determine which best fits your organization’s needs. The Green Meetings Industry Council (GMIC) developed standards published through ASTM International. GMIC defines nine elements of the supply chain.
A second suggestion is the International Standards Organization (ISO) and its standard “20121” – Event Sustainability Management System. The ISO standard addresses the management of improved sustainability across the full event management cycle. An excellent tool for planners is the Sustainable Meeting Planning Program.