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Strategic Event Marketing
The difference between a corporate event and a party all boils down to one word: strategy. Learn how other companies have developed and executed effective event strategies and examine how you can apply them to your program.
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Online articles |
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The ABCs of Event BLTs
Industry expert and author Allison Saget reveals her BLT recipe for event success, featuring brand recognition, lead generation, and thought leadership.
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Three Problems, One Solution: Publicity Stunts
Women's Entertainment (WE) TV, Capcom Entertainment Inc., and the Chrysler Group LLC stage individual publicity stunts that score both peculiar, perplexed stares and millions of media impressions.
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Engineering an Efficient Event
Daimler Trucks North America generates 16 million media impressions with a bare-bones press event that puts its alternative-fuel vehicles front and center.
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Article Library (PDFs)
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Event Lab
To encourage adoption of new technologies among its clients, exhibit and event firm Czarnowski creates What2007 — a private technology showcase that prompts more than 50 percent of attendees to implement a technical innovation within four months.
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HP Presents the Power of Print
After announcing a high-minded strategic vision for the company's Imaging and Printing Group, Hewlett-Packard Development Co. creates a two-day global conference to help its customers, partners, and industry influencers understand that vision.
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The 14-Attendee Trade Show
To spark idea sharing and rejuvenate innovation among decentralized contacts at a longstanding client firm, MG Design hosts a full-on trade show, complete with a custom seminar program and an ooh-ah dinner – for just 14 people.
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Three Problems, One Solution: Rebuilding Reputations
Three companies, with products and services ranging from aging compact cars to disease-ravaged cities, try to renew their image with skateboards, listening tours – and Jackie Chan.
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Building an Event Research Strategy
With the proper planning and vision, you can turn your events program into a powerful venue for conducting and presenting research.
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10 Ways to Make a Memory
Events create memories for your attendees about your company, products, and services – and memories drive behavior.
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Frostbike
Every winter, Quality Bicycle Products lures its top dealers and distributors to its headquarters in the frozen North to learn about its products and build relationships as solid as the ice on the company pond.
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Thomas Kinkade: Marketer of Light
The Thomas Kinkade Co. has become a marketing tour de force through its event-marketing strategies of mass customization, storytelling, and philanthropy.
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Ford Stops Traffic
When drivers think SUVs, they don't usually think 'green.' To turn the tide, Ford Motor Co. holds a series of events for police departments across the country and enlists their help to promote its new hybrid SUV.
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Marketing: A Liar's Art
What kind of story do your events tell? Seth Godin shows event marketers how to 'lie' the right way – and leave attendees with an impression they'll not soon forget.
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Positioning is Dead
The popular marketing concept of positioning is stuck in a ‘70s time warp, forever crippled by a fatal flaw in its DNA – a lack of measurement. What's taking its place? Brand wikification.
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Cultivating Customers
To create a sustainable competitive advantage, Farm Credit Canada launches a strategy of customer advocacy, using a hospitality event to create sales and networking opportunities for its clients.
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The Amazing Race
MC2 lures jaded exhibit and event managers off the Vegas strip with a city-wide scavenger hunt.
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The Marketing Disconnect
A recent study reveals that only 37 percent of marketers make the CEO's agenda a top priority. Dr. Andrew Tipping discusses the divide between CEO and marketing objectives.
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