B-to-C Events

B-to-B events, like everything else, are changing fast. Hybrid events, no doubt, are the hottest thing on the event marketing planet, but other trends are taking hold in the world of internal meetings and corporate conferences. Buckle up, dear readers, for a spin past five signposts in the current b-to-b landscape. And see if you can find the common thread connecting them all.

Adobe on July 23 activated a two-week pop-up shop in San Francisco called “Photoshop & You.” The pop-up offered hands-on experiences with Photoshop through how-to sessions, photo walks, printing workshops and individual sessions with Photoshop experts.

As part of its Active Series of proprietary sporting events, which includes Prevention on the Run in San Diego in February and Prevention on the Slopes in Beaver Creek, CO, in March, Prevention magazine returned to the Hamptons this summer with the Prevention Yoga Studio after a successful run last year. The branded Yoga Studio was open to the public every weekend in July with classes led by elite yoga instructors, including Dana Flynn Miller, co-founder of Lotus Flow Yoga & Laughing Lotus Yoga Centers and Kimberly Fowler, author and founder of YAS Fitness Centers.

When sustainability runs in your veins, or at your roots, as is the case with Planters, being green comes as naturally as sustainability comes to its core product the peanut, which releases nitrogen into the soil, refueling it for other crops. To spread the message about its sustainability heritage to consumers and sample its product, Planters has been on its Naturally Remarkable Tour since Feb. 23, traveling the country in a brand-new mobile vehicle called the Nutmobile with Mr. Peanut at the wheel (not literally, but he makes appearances at events).

Frozen pizza brand Freschetta hit the road this summer on a cross-country food truck tour designed to make new connections with female consumers ages 28 and older. The brand’s Freschetta Simply… Inspired product line sponsored Natasha Bedingfield’s “Less is More” Live Nation Tour and at each stop served up fresh, hot slices at concert locations across the country.