Loree Stark

Brands use exclusive perks to strike chords and make connections at events

Customer rewards are no longer just for the super-rich. They’re one of the fastest growing ways to build customer loyalty at events.

American Express has offered cardholders exclusive perks at events such as the US Open for years. Last month cardmembers could flash their card and borrow portable TVs from AmEx at the Open events so they could see all the action no matter where they were sitting (Agency: Momentum New York City).

How to turn your hospitality activations into real business-generating opportunities

There are two ways to look at hospitality. Some marketers view it as a nice value-add to a comprehensive sponsorship package. Other dare we say smarter marketers look at it as a unique opportunity to move the dial on sales or other business objectives.