B-to-C Events

IN THE WORLD OF outdoor event setups tents may be the established superstar but domes are the up and coming indie starlet. What makes them so attractive? They’ve got range able to play a variety of roles in all kinds of programs. They offer a design aesthetic and a flexible layout that tents and mobile vehicles often can’t. And although set up can be a challenge—especially with larger domes that can weigh upwards of a ton—the benefits usually outweigh the downsides.

MANY BRANDS rely on their biggest sponsorship properties as once-a-year platforms for launching new products making big announcements and getting face time with customers. But few take full advantage of all the ways a title sponsorship can carry their brand’s momentum throughout the rest of the year.

IN A WORLD of cans and bottles the silvery Capri Sun pouch has stood the test of time. Playing on its California cool image the brand treated 12 cities this summer to a giant skate park and other action-packed activities during its Respect the Pouch Tour. The goal: to tell kids Capri Sun is cool and that it comes in a variety of flavors as well as educate moms that it contains 25 percent less sugar than other juice brands.

In the not so distant past women draped themselves on new cars like shiny hood ornaments and worked behind the scenes to help their bosses take credit for the perfect corporate event. But thanks to a few decades of cultural transformation the roles that were once the only choices for women in the event marketing industry have become relics of the past. From booth babes to the boardroom and from event planners to global event strategists—women today have become a formidable force in experiential marketing. Yes indeed they’ve come a long way baby.

Who she is: With 32 years on the job at HP 19 of them in trade shows and events Brungardt is an exception in a world where people usually jump from one company to another as they climb the corporate ladder. She strategizes with counterparts in corporate and other business units to set the framework for the company’s approach to events assessing cost effectiveness and the best ways to communicate messages while meeting corporate and brand objectives.