Who Needs Brand Anyway? Pulvermedia Expands to Financial Markets, Resurrects the Old DCI Everything Under the Sun Model

I thought I knew something about brands and branding.  But I don't have millions in my bank account like Jeff Pulver.  So it's hard to say what I'd do in a millionaire's shoes.

Don't know about you, but when I think of Pulver, I think of one thing and one thing only: VoIP.  That's it.  He's the Mack Daddy of that sector.

While it's somewhat easy to understand his getting into events and publishing to capitalize on the emerging market he created, what gives with buying up financial conferences?

I suppose if you're going to hire Jason Chudnofsky to run your show organization, you can't expect to sit still.  But I would've guessed international expansion of the VoIP and like properties, not glomming onto a whole different industry like banking.

Thing is, Jason's had a hankering to get into the finanicial market for years.  He'd already done his due diligence eight years or so ago when Softbank threw a concept called "Comdex Wall Street" against the wall.  It didn't stick.  I had actually interviewed with Jason for the show manager job on that baby before opting to stay with Internet World.

Nothing against Jason, he's a smart, entertaining and interesting guy who's full of energy and ideas.  But this purchase just doesn't make sense to me.  It seems incongrous to the Pulver brand.  Do you understand it?

And what's this with the six shows in one venue.  Jason, you should know better.  Your neighbors up in Andover drove that model off a cliff years ago. 

Then again, what do I know.  I make panini, coffee and cannoli fillings for a living.  I just don't see major players in the financial arena being impressed that a company known for VoIP is now running their industry conferences.  Not saying pulvermedia can't succed, I just don't understand the move.  It doesn't track. 

Your thoughts?

Comments

[Bruce]

The growth of the VON events (pushing for maximum revenues) without consistent audience growth runs the risk of compromising the long term value for pulver on VON.

The shows have grown dramatically, the attendee audiences have grown moderately (there recent event in Stockholm is reported to have performed poorly on attendance traffic). The exhibitors are making noise but rumor is nobody is listening.

The question is with the prior rapid brand expansion of VON and issues starting to surface, should you focus on doing your core events well before you go elswhere?

The guys from Forward Financial are x-key3media guys and former Comdexers!