B-to-B Events

The 10th annual Event Marketing Summit is officially behind us now, and for those on-site at the Sheraton Hotel and Towers in Chicago the sessions were sizzling hot, the keynotes were right on pitch and the drinks were bottomless. But the goodies weren’t just for those folks who saw it live. Twitter was all a-flutter thanks to all you social-savvy event peeps passing around the content jewels, high points and (yes) complaints. We’ve collected a very short list of some of our favorites for your recapping pleasure.

Launching a new product or program requires a big splash, immediate engagement—and ultimately sales. Marketers have to create buzz, trial, influencer recommendation and combine them to drive sales. For the newest Windows Phone, social media and influencer events helped Microsoft’s launch campaign fire on all cylinders, creating reach, frequency and recommendation.

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Intel didn’t just wow attendees at this year’s Event Marketing Summit once; it did it twice. Victor Torregroza, events program manager-corporate event marketing at Intel, was the first to impress audiences on April 30, the opening day of the event, with a table lined with champagne-filled flutes that attendees could grab on their way in. It was his homage to the event’s 10th anniversary (thanks Victor!). On the last day of the event (May 2), Joe English, creative director-corporate events at Intel, did it again.

The second day of the Event Marketing Summit (May 1) opened up with a keynote by Scott Schenker, vp-global events at SAP, who spoke not only as a marketer but also a visionary forecasting the future of the event marketing industry (sponsored by ewi Worldwide). With the WikiLeaks releases still fresh on folks’ minds, Schenker focused on disruption and change forged by the new trend of “people to people marketing.” He said, “Face-to-face marketing is no longer enough.