Three Problems, One Solution: Road Shows
Go on the road with three companies that use multi-venue events to garner everything from 6.9 million media impressions to 111,000 attendees. |
Three Problems, One Solution: In-Home Events
Three big-name brands bring their products to the people with in-home events. |
Second Opinion – Road-Show Staffing
What are the best ways to prep and train internal employees to staff a road show, and how should we coordinate scheduling, cycle staff through the tour, and plan travel and on-the-road accommodations? |
Crash Course
Tire manufacturer Bridgestone Firestone lends its dealer-training road-show setup to a nonprofit youth-driving academy, building knowledge and awareness among those who sell its tires – and the young drivers who put those tires to the test. |
Four Solutions, One Problem: Going Greener
Four companies, from a multinational media giant to a luxury auto brand, prove that creative blends of Green efforts add up to sustainable reductions of their events' environmental impact. |
How Big Brown Rebuilt its Brand
Known for decades as a package-delivery company, United Parcel Service of America Inc. repositions itself as a global supply-chain leader with a multi-year series of C-level symposia with a ''going global'' message. |
Mini's Customer Caravan
How Mini USA convinced 7,000 customers to spend up to 17 days immersed in its brand. |
Charmin Scores a Royal Flush
By providing posh public restrooms in a high-need locale, Procter & Gamble Co. transforms Charmin toilet paper from a commodity into a luxury item, worthy of the 460 million media impressions generated by the event. |
Marketing Smackdown
In a trademark move, World Wrestling Entertainment Inc. crafts an unforgettable fan-focused event that incorporates its television programs, magazine, live events, and Web site into one tour. |
Toyota's Word-of-Mud Marketing
Toyota Motor spends millions of dollars to connect with just a few thousand customers - then lets them do the marketing. |
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. |
Emotional Branding
Doctors Without Borders invites event attendees to contract fatal diseases and experience life in a refugee camp to drive awareness, donations, and volunteers. |
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. |
Own Your Market: Get Set, Mow
Gold Eagle Co. abandons conventional marketing strategies and creates a nationwide sensation: lawn-mower racing. The result: 90-percent market share and 86 million media impressions in 2006 alone. |
Four Solutions, One Problem: Professional Education
Four companies provide learning experiences at their events that reach far beyond boring lectures. Their innovative solutions include museum-style tours, field trips, and a symphony orchestra. |
Microsoft's Partner-Driven Road Show
To reach small businesses nationwide, Microsoft Corp. rolls out a high-tech show on wheels – and puts its partners in the driver's seat. |
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. |
Aloft A-Go-Go
Starwood Hotels' new Aloft brand hits the road with rolling accommodations that are reinventing the staid world of hotel marketing – and exceeding goals at every stop. |
Why Don't We Do It on the Road?
From computer chips to coffins, five very different companies show how mobile-marketing programs can increase sales. |
