Exceeding Attendee Expectations
Julie Robertson, senior vice president of marketing for Ringling Bros. and Barnum & Bailey circus, tells how to keep events fresh without alienating loyal customers.
HP’s Hidden Hype
To attract corporate-wary artists to experience its high-end printers firsthand,Hewlett-Packard Development Co. launches pop-up art galleries with no visible connection to its brand.
Own Your Market: Get Set, Mow
Gold Eagle Co. creates a proprietary sporting league — the U.S. Lawn Mower Racing Association — and as its exclusive event sponsor, grabs a 90-percent market share for its fuel-stabilizer additive.
Booz Allen
Hamilton Drives Vendor Innovation
Booz Allen Hamilton Inc. turns the traditional vendor-client relationship on its head, sponsoring an annual symposium for its learning-and-development vendors — and saving an estimated $2.5 million each year.
Emotional Branding
Doctors Without Borders brings its mission to life with
a movable refugee camp in the city, driving awareness, volunteers, and donations.
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