I think it's interesting to have branded spaces- esp. if they provide something of value to the visitor- a/c, recharging for electronics, free samples, new products, wifi...
So how do these branded spaces define success, from a marketing perspective? 5,000 new emails? 10,000 people through the doors? 30,000 views of OnDemand videos after the show? 50,000 juice samples given away?
I'd love to hear from some of the brand manager, planners, or marketing folks that help sell in these sponsorships- seemingly expensive and immeasurable at $15/engagement (an estimate - if you can get us a closer number, or make a case- shout at me)-when the standard metric of the day is online acquisition of new customers- and that can often be measured in just a few dollars and cents...
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