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    1. 2017 Dream Team: Five Ways to Keep Your Team on Track

      2017 Dream Team: Five Ways to Keep Your Team on Track

      Motivating your team is key to the success of any event marketing endeavor. Your team puts in long hours, spends countless nights away from home and plays a major role in ensuring the event goes off without a hitch.

      The best managers know how to keep their team going when the going gets tough, when the end seems nowhere in sight and energy starts to wane. They spark their creativity, encourage bravery and reward their efforts. They make it all worthwhile.

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    2. Going Solo: What Drives Brands to Take the Leap into Proprietary Events

      CLIF Bar’s quirky CykelScramble last year drew 8,500 spectators and 75 teams of costume-clad competitors.

      Most event marketers have enjoyed the benefits of sponsoring a vibrant event. Maybe a music festival that attracts the millennial audience they’re trying to reach, or a sporting event that draws thousands into a stadium—and their on-site activation.

      But at some point they’ve no doubt wondered—what would happen if we took all that experience and financial investment and created our own event?

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    3. Cover Story: How Live Events and Sponsorships are Elevating the Booming Esports Industry

      Cover Story: How Live Events and Sponsorships are Elevating the Booming Esports Industry

      Activision’s second Call of Duty XP convention gave fans physical experiences with digital games, on top of a live tournament and hands-on play.

      It’s one of the biggest misconceptions about gamers. That they’re solitary creatures who prefer communicating via headsets and through screens rather than in person or as a community. That they’re too young to have an impact on the market. And then there’s that pesky little over-arching belief: that gaming is, quite simply, a hobby.

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    4. Venue Inspiration: Inside Five Unique Activation Settings

      Venue Inspiration: Inside Five Unique Activation Settings

      Most of the industry’s events take place within a handful of venue settings—places like convention centers, sports arenas and pop-up stores. But every now and then a brand throws its attendees for a loop by selecting an offbeat location that turns the standard activation on its head. If you’re looking for fresh ways to energize your experiences, a change of scenery might be just the ticket. Here’s a look at five brands that leveraged unique (and relevant) locations to engage attendees.

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      Mentions: Boston
    5. Disorder in the House: Meeting Trends for 2017

      Disorder in the House: Meeting Trends for 2017

      Fasten your seatbelts, friends. This year will be full of disruptions for the event marketing industry. At least that’s the message Michael Dominguez, chief sales officer at MGM Resorts International, delivered to attendees in his keynote address at the 5th Annual Pharmaceutical and Medical Meetings Summit, which took place Jan. 31 to Feb. 2 in Philadelphia.

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    6. Q&A: Infiniti Discusses the Benefits and Challenges of Using Biometrics at Events

      Q&A: Infiniti Discusses the Benefits and Challenges of Using Biometrics at Events

      Building emotional connections with event attendees has always been at the heart of experiential marketing, but until recently, finding a way to quantify those feelings has been a challenge. Now, as the fields of biometrics and wearable technology continue to advance, event marketers are equipped with the tools they need to gain insight on how attendees respond to their products and experiences.

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    7. Marketing in Motion: Inside Audi’s Experiential Evolution

      Marketing in Motion: Inside Audi’s Experiential Evolution

      Erin Keating, Head of Events

      Like the gleaming metal exhibit on the floor at CES that wowed attendees with its sleek ribbed exterior and sleeker space-age interior. Or the launch events for the A3 targeting young urban consumers with night test-drives. Or the dealer events in unexpected places spanning Alcatraz and Miami’s Wynwood district. Or—well, you get the point. From the auto shows to ski mountains to the new Major League Soccer sponsorship, few brands have as much action… as Audi.

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      Mentions: ROI Miami Wynwood
    8. Event Safety: Three Tips for Securing a Safe Structure

      Event Safety: Three Tips for Securing a Safe Structure

      Live events have a lot of moving parts, making it easy to get caught up in planning logistics and experience building without prioritizing one of the most critical components of any event: safety.

      Enter: the Event Safety Alliance, an organization dedicated to promoting “life safety first” in event production and execution. The Alliance’s third annual Event Safety Summit, held Nov. 29-Dec. 1 in Lititz, PA, was brimming with insights on best practices.

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    9. Brands Leverage Experiential to Make Meaningful Connections With the LGBTQ Community

      Brands Leverage Experiential to Make Meaningful Connections With the LGBTQ Community

      Parades are a lively and creative tactic American Express leverages to reveal what it stands for.

      When the rainbow flag was raised in 2011 in celebration of the Marriage Equality Act, it marked a critical shift in the way Americans perceive the lesbian, gay, bisexual, transgender and questioning (LGBTQ) community. And brands didn’t waste any time incorporating the spirit of acceptance into their event marketing strategies.

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    10. Twitter’s Head of Global Events Wants to Go ‘Bigger, Deeper, Brighter’

      Twitter’s Head of Global Events Wants to Go ‘Bigger, Deeper, Brighter’

      Twitter Commons served as an oasis away from the busy show floor.

      For many companies, CES is strictly a forum for a technological show and tell. But for others, the world’s largest trade show is an opportunity to demonstrate who their brand is and where it’s headed. At this year’s event, held Jan. 5-8 in Las Vegas, Twitter took the latter approach—and ran with it.

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      Mentions: Las Vegas
    11. Inside Seven of the Best Activations From the Summer Olympics

      Inside Seven of the Best Activations From the Summer Olympics

      Every Olympics seems to have its fair share of controversy and this summer’s Games in Rio was no different. From the country’s political climate and its economic woes, to the pollution and the Zika virus, for some fans, athletes and sponsors, it was reason enough to stay home, pass on participating and scale back. Others, however, forged ahead, looking for adventure, world records and a return on their investment. Those who stayed the course? They were happy they did.

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      Mentions: Gillette
    12. The 3% Conference: A Business Event Born From a Mission Statement

      The 3% Conference: A Business Event Born From a Mission Statement

      The 3% Conference has evolved from a small gathering of a few hundred, to a year-round community of thousands.

      According to multiple studies, female consumers control about 85 percent of the buying decisions in America, yet women represent just three percent of creative directors in the $33 billion advertising industry. It was a disconnect that for years had troubled Kat Gordon, a creative director herself who five years ago channeled her frustration into an event called The 3% Conference.

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    13. Social Media Tip of the Month: Twitter Moments

      Moments functions as a curated slideshow of sorts, showcasing a collection of tweets related to specific events or topics.

      As storytelling continues to serve as a critical component of most event marketing strategies, social media is helping to guide the digital conversation. The “Stories” features available on both Snapchat and Instagram have become powerful engagement tools that offer a compelling way to tap into a brand’s culture, values and character.

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    14. Six Things Experiential Marketers Can Learn From Harry Potter: The Exhibition

      Six Things Experiential Marketers Can Learn From Harry Potter: The Exhibition

      Harry Potter: The Exhibition is packed with as many teaching moments as it is moments of pure entertainment.

      Since it first opened its doors in 2009, Harry Potter: The Exhibition has immersed more than four million fans into the world of J.K. Rowling’s iconic character. The exhibition, which opened in Chicago and is  on view at Palais 2 of the Brussels Expo in Belgium, recently announced its extension until 2020, bringing millions more people into its magical, mystical fold.

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    15. Four Tips for Making the Most of Your Proprietary Event

      Four Tips for Making the Most of Your Proprietary Event

      It’s no secret that producing proprietary events and platforms takes a lot of time, energy and resources. You can’t farm out the work when your brand is running the show. But as many companies can attest to, the investment almost always pays dividends. With no competition for share of mind and greater opportunities to make personal connections with consumers, the engagements are deeper and more impactful. Following are four tips for owning your next event.

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