How NASCAR Drives Loyalty
In an age of microscopic attention spans, NASCAR still draws more than 100,000 loyal, passionate fans of all ages to every race weekend. And according to NASCAR’s brand- and consumer-marketing guru Jim Obermeyer, variations on the NASCAR sauce can fuel your own event’s success.
Is There a Doctor in the House?
To diagnose what was stunting its attendance growth, the American Academy of Family Physicians applies a popular retail-research strategy to its national event, dissecting every conference element to find the right treatment plan to restore the event’s vitality.
Mississippi Learning
The University of Mississippi apologizes for its racist past with an event series that rehabilitates the school’s reputation, helping enroll thousands more students and increasing the endowment fund by 48 percent.
 Three Problems, One Solution: Virtual Events
Online versions of real-world events mean results and ROI for a nonprofit, a software developer, and a microprocessor maker.
ProStar’s Rock and Rollout
International Truck and Engine Corp. rocks out at the early launch of a new heavy-duty long-haul cab — and builds enough buzz to last nine months until the first production model rolls off the line.
The Wizards of “Oz”
 Contrary to popular belief, Australian businesses make more than Foster’s Lager and surfboards. To prove that point, the country’s foreign affairs and trade department launches an event to drive investment in Australia by brokering connections between the company’s brightest innovators and U.S. executives and investors.
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