B-to-C Events

March of Dimes, like most nonprofits, has through the years relied on a traditional calendar of galas, dinners and auctions to support its awareness and fundraising missions. But for its 80th anniversary, and as part of a holistic rebranding of its organization, the nonprofit, which fights for the health of women and babies, went in […]

Shifting away from high-tech showcases it has created the past few years at Davos, HSBC at the World Economic Forum, Jan. 23-26, took over a boutique shoe shop on a main street in the Swiss city, creating a lounge retreat for the 2,500 attendees of the annual congress. The goal: to engage ceos and leaders […]

You may be familiar with the pop culture phrase “treat yo self,” but you’ve likely never seen it brought to life the way Mars Wrigley Confectionery did just in time for Galentine’s Day (an unofficial holiday celebrating female friendship that falls on Feb. 13) and Valentine’s Day. The corporation, best known for its candy brands, […]

When Event Marketer published its first issue 15 years ago, event organizations were just starting to understand their 
strategic value. Oh, how things have changed.

In an age when goldfish have longer attention spans than humans, getting consumers to notice a brand’s marketing efforts is challenging, to say the least. But fortune favors the bold, as they say, and event marketers are taking the adage to heart, producing striking experiential stunts that cause even the most distracted of consumers to […]