Anna Huddleston

It says something about the power of event marketing that big-time TV networks are no longer relying only on their own form of media to get the word out about their programming. More and more big and small networks basic cable stations and premium pay stations alike are all turning to experiential to promote shows. To create buzz for mid-season replacements reality shows election coverage—you name it—networks are taking it to the streets to hook in viewers and entice media buyers.

To promote its new handheld device the BlackBerry Storm Verizon Wireless in November launched a series of promos in Atlanta Chicago New York City and San Francisco that had consumers grabbing among a flurry of swirling tickets for a chance to win the new phones and other prizes.

Duracell partnered with sister Procter & Gamble brand Charmin at its popular restrooms pop-up in Times Square now on its third run to expand the brand experience for New Yorkers and tourists alike during the holiday season. Like Charmin which bases its program on meeting a consumer need (clean public bathrooms that are normally a rarity in NYC) Duracell provides a respite from the busy streets where people can recharge their cell phones and other electronics and reboot to get back on their feet.

The event industry is going green and whether you like it or not you will have to respond to the push toward more environmentally friendly events. But how does an entrenched industry with such a need for big expenditures of energy and resources reduce its footprint? C’mon you build temporary buildings feed thousands at a time drive giant trucks cross-country. You can do it. We’ll show you how.

Email invitations are standard operating procedure for corporate events these days. But even seasoned pros will admit that keeping electronic messages out of the electronic trash is becoming a greater challenge.
Nine tips: