Investigative Interaction
To improve attendee interaction and strengthen sponsor involvement during its annual summit, the Corporate Event Marketing Association engages attendees in a mysterious, interactive competition that gets people talking. |
How NASCAR Drives Loyalty
In an age of microscopic attention spans and marketing skepticism, NASCAR draws more than 100,000 loyal, passionate fans of all ages to every race weekend. |
Creating Customer Community
How can you build community among event attendees? Three experts offer their tried and true community-building techniques. |
Four Problems, One Solution: Pop-Up Events
Four companies, offering products from cell phones to spuds, pop up in temporary locations to revive slumping sales, promote corporate philanthropy, launch a new product, and attract female customers. |
Bank of America Takes Manhattan
To launch a new trading service, Bank of America storms New York for a day, interacting face to face with more than 500,000 people and generating nearly 180 media mentions. |
Empathy Marketing
Thrivent Financial for Lutherans rolls out a mobile road show to promote its partnership with Habitat for Humanity, recruiting donations and volunteers by showing attendees what it's like to live in squalor. |
Audi of America: Affinity Marketing
To launch its new luxury SUV, Audi of America partners with like-minded brands to create a one-of-a-kind luxury-lifestyle experience, driving the sale of 2,800 vehicles. |
HP's Hidden Hype
To build a community of customers for its large-format printers among emerging artists and designers, Hewlett-Packard Development Co. launches a series of pop-up art galleries with no visible tie to its brand. |
To Keynote or Not to Keynote?
Should you hire an expensive ''name'' keynote speaker to generate attendance, or should you allocate the money to a lesser-known speaker with industry-relevant expertise? Three experts weigh in. |
This Issue: The Piggyback Solution
Four companies in industries from farming to shipping build private corporate events on a platform of pre-existing events, saving time and money, raking in leads, and making sales. |
NASCAR: Why Sponsors Keep Renewing
To jump start business-to-business relationship building, NASCAR adopts a sponsor-retention plan that puts 13 of its official sponsors in the driver's seat at its quarterly B2B Council meeting. |
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. |
Signs of the Times
Cisco Systems Inc. trades in its printed signage for digital signs to cut costs, decrease revision time, and improve customer communication. |
