Event Marketer

Held at the Experiential Marketing Summit EM’s executive roundtable
put top-level event marketers together in a room for a no-holds-barred
discussion of the state of the industry. As a follow-up to
Collaborative Efforts our October 2007 roundtable
coverage participants here discuss the most challenging issues they
face in the event space and how their jobs have changed in the last
three years.

Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
 

Diageo’s Baileys Original Irish Cream brand has taken title sponsorship of R&B artist John Legend’s upcoming tour which kicks off in Atlantic City on Friday. The brand is activating on site with the Get Together Lounge where consumers can sample the product pre-show. The brand will pour Baileys “Legend” Martinis made with the liqueur.
 
“His music is smooth and sophisticated and unique which is very similar to the tone of what the brand is all about ” Alefiyah Merchant Baileys brand manager told Buzz.
 

 Petco Animal Supplies is driving traffic to eight of its Colorado stores by inviting consumers to enter their pets in competitions for Petco gift cards.
 

DaimlerChrysler’s Chrysler brand is introducing its new Aspen SUV to black consumers with title sponsorship of Patti LaBelle’s current tour. “It gives us a chance to do something demographically targeted as opposed to a big general-market campaign ” David Rooney the brand’s director-marketing told Buzz.