B-to-C Events

There are few marketing challenges more difficult than connecting with “indies ” consumers who consciously avoid mainstream marketing and pledge allegiance to brands that bubble below the surface.
But the problem is: If your brand has the bucks to buy their attention it’s probably not high on the indie consumer’s list of companies to patronize. But largely because they’re always seeking the next new thing—and therefore tend to be early adopters and influential among their peers—indies remain a hot target for marketers.

Brands from Lexus to Red Bull are creating exhibits that borrow their look and feel from big-city art galleries. The goal? A sophisticated yet uncomplicated ambience.
Starbucks incorporated the look for one component of a pop-up environment last year in New York City. And Rolex USA activates its title sponsorship of the Monterey Historic Automobile Races in Monterey CA with a gallery-style exhibit that displays vintage cars.  (Agency: Sparks Philadelphia).

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a truck for a mobile marketing program can be an expensive affair—or it could be one of the best long-term investments your marketing team makes. And if buying isn’t for you leasing is becoming a workable option for a growing legion of brand marketers.

Sponsorship marketers are almost always required to take on multiple roles when managing sponsorships. At any given time they’re playing deal maker strategist and activation quarterback.
The evolution of the sponsorship game has brought long-term prowess to sponsorship departments that were once short-term focused. Not only are today’s sponsors getting more of what they want and less of what they don’t but they’re also learning the fine art of keeping properties in check.

Whether you’re staging a 150-booth trade show or an intimate consumer event for 20 high-income influentials the one thing you need is a smart registration system. Registration software options can do everything from email marketing to managing payment records and travel arrangements. So which registration system is best for you? Give Google a break. We checked them out. Game on.