Jessica Heasley

Author archive for Jessica Heasley

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...

read more

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...

read more

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?

read more

January 28, 2010

Tips for Creating Programs that Get Buy-In from Students

For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when...

read more

January 28, 2010

Activating Multiple Brand Extensions at Singular Events

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the...

read more

© 2017 Access Intelligence, LLC – All Rights Reserved. |