Jessica Heasley

Author archive for Jessica Heasley

January 28, 2010

How to Protect Sponsorships from Fallen Stars

It’s all fun and games until somebody loses the series—or fails a drug test or wrecks that shiny new race car or gets arrested or burns a house down or well you catch our drift. Can your sports sponsorship stand on its own if your team (or its marquee athlete) doesn’t perform? As any experienced...

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January 28, 2010

Graffiti Artists Put Their Mark on Mainstream Brands

It might seem counterintuitive but letting someone else put their mark on your product might be the hook you need to connect with certain consumers. That’s why marketers are signing deals with street-style artists—letting them create distinctive looks for otherwise mass-produced goods. Sneaker companies are leading the movement but the trend clearly has legs outside...

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January 28, 2010

Cutting a Deal with Fair and Festival Properties

If you suspect your mobile marketing vehicle may be as much of an attraction as the events you’re bringing it to there’s good news. When it comes to negotiating with properties and venues there’s sometimes wiggle room at the negotiation table. But to get the best deal you have to know your value and your...

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January 28, 2010

Healthy Brand-Agency Partnerships Take Work… EM is Here to Help

For event marketers the bonds between brand and agency are so close they’re often downright personal. With big budgets at stake—not to mention the tight deadlines and long working hours—it’s no wonder the dream partnerships often become love-hate relationships. Hey it ain’t always easy to keep a business marriage intact. Just like happy marriages healthy...

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January 28, 2010

Virtual Events Are Gaining Momentum

Love it or hate it there’s no stopping the trend: B-to-B events are moving from the convention center to the computer screen. Despite their high-tech persona the appeal of virtual trade shows and meetings is grounded in traditional metrics that are decidedly old school: cost-effectiveness reach and access to new audiences. What’s not to like?

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