B-to-B Events

January 15, 2016

How Microsoft’s Ignite Conference Consolidated Six Events into One

Inside the methodology and the motivation with head of events Scott Schenker The subject line on the email only contained two words: One Microsoft. But the impact of the message would inspire one of the most prolific event organizations in the industry to completely rethink the way it does events. The note arrived in the...

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January 15, 2016

Microsoft Defines the Four Ps of Experiential Marketing

Most marketers know the Seven Ps of marketing: Product, Price, Place, Promotion, People, Process and Physical evidence. But Scott Schenker, general manager-events at Microsoft, has put his own spin on it with what he calls the Four Ps of Experiential Marketing: place, purpose, pride and (cross) promotion, “Four things that can make a distinction between...

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January 14, 2016

Acrobats Bring Success Factors Messaging to Life

To highlight its acquisition by SAP and establish itself as a leader in the human resources management solutions space, Success Factors, a cloud-based software provider, took its exhibit at the 2015 HR Technology Conference & Expo to new heights—literally. Success Factors incorporated a 20-foot-tall vertical wall within its exhibit footprint and unleashed a cadre of...

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January 5, 2016

Q&A: Inside the Oracle Brand with Francisco Delgadillo

Francisco Delgadillo, vp and executive creative director at Oracle, knows a thing or two about branding. He began his career as an intern at Adobe where he worked on in-application features and marketing for Adobe Illustrator 6.0, then served as founding art director of The San Jose Mercury News’ Nuevo Mondo weekly. At Oracle, he...

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December 31, 2015

How AOR Partnerships are Evolving the Event Landscape

We often think of Agency of Record relationships as a fixture of the advertising world, but in a grown-up event industry, where spend has increased and events are viewed as mission critical to business growth, the model is taking hold. Major brands have enlisted agency partners to manage entire portfolios of event programs, resulting, they...

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