B-to-C Events

September is a month typically associated with Fashion Week and fall fashion magazines. This year however it also included Fashion’s Night Out an event held on Sept. 10 from 5 to 11 p.m. designed to boost the ailing fashion and design industries. More than 700 retailers across New York’s five boroughs from massive department stores like Macy’s

When the economy hit the ground like Joe Frazier didn’t like its face event marketers could have fallen right down with it and hugged the canvas. But you didn’t. You took the left hook from accounting about your budgets and most recently the uppercut from the media and the public about your sponsorships and meetings. And you’re still standing.

If there’s one word no one in event marketing wants to hear it’s “cancellation.” Yet with today’s struggling economy some marketers are faced with the reality of having to pull at least one already-booked event from the portfolio. If you’ve gotta do it here are some tips to help you avoid—or at least minimize—costly cancellation fees.

Doing the right thing is not always easy. Just ask any marketer trying to build green marketing practices. Despite the fact that environmental awareness is at an all-time high the industry is still searching for a definitive system for qualifying sustainable events.

They’re powerful affluent influential and… trapped. More than almost any other place without a golf course major airport terminals are full of business travelers. But it isn’t easy to get a piece of the action. Getting into airports and past security with your brand ambassadors and products for a short-term promotion is expensive challenging and full of red tape. (For starters every airport and terminal has a different set of rules.)