Jessica Heasley

GE Water trades in hundreds of trade shows for a paid proprietary event program. A look at how its first-ever World Water Tour is paying off

Filters that turn salt water into drinking water. Mobile units that purify 600 gallons of water per minute. Miles of tiny membranes that reclaim waste water and save energy. It’s not science fiction (or Al Gore’s latest invention). It’s the stuff of cutting-edge water recycling developed by GE Water & Process Technologies.

Product sampling programs target tastemakers in new and creative ways

Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and hunger to approach smaller groups of consumers in out-of-the-ordinary yet highly relevant ways. Here five off-the-beaten-path sampling ideas that are spot-on:

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.

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.

Photo and video activation grows more fun for attendees and more flexible for marketers

The ways to get involved are as diverse as the destinations themselves. Affluent adventurers can try out Pentax cameras among the glaciers in Alaska. American Express cardholders can get exclusive tickets to a food and wine cruise that sails from New York Harbor. Retirees can see the Caribbean while fulfilling a lifelong dream to learn the piano on Yamaha keyboards.