B-to-C Events

What to consider before taking the proprietary property plunge

Surprising research shows that consumers with the most spending power have the least brand-loyal buying habits. Four ways to engage the new upper crust

Looking to woo the affluent? According to a survey conducted last fall by the Harrison Group and American Express swanky suites at equestrian events sponsorships of sailing competitions and après ski lounges may be off the mark.

How to connect at food and wine events

Budgets are on the rise and event marketers are taking a strategic seat at the table. But how is the job market shaping up to respond?

Malls continue to evolve into 360-degree marketing platforms

When you think of the American shopping mall what comes to mind? Lionel Richie instrumentals piped in on a tinny sound system? Blenders whipping up another batch at Orange Julius? Grandma and Grandpa walkin’ it out before the early bird special? Yes it’s true malls have a certain nostalgic charm (one EM reporter had her first almost-kiss in the food court) but as marketers it may be time to reevaluate the staid perception.