B-to-B Events

July 7, 2010

The Hybrid Effect

Cisco’s flagship annual customer conference has been a pillar of its portfolio for 20 years, but nothing rocked its foundation like the economic recession of 2009. Founded in 1984, the San Jose, CA-based maker of networking hardware and software had weathered the dot-com boom and bust with relative ease, but for the first time in...

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July 7, 2010

X Marks the Sweet Spot for Savvy Brands Like Canadian Club

Making consumers work to be part of a brand engagement seems counterintuitive, but brands like Canadian Club Whisky, Starwood Hotels and Red Bull are doing just that. The secret to their success is a modern twist on an old idea—a scavenger hunt that integrates the web with the real world for a series of branded...

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July 6, 2010

Digital Staffing with Mountain Dew, Samsung

Like everything else (or so it seems) in event marketing, brand ambassadors are going digital. Now, it’s no longer enough that these brand reps be outgoing, articulate, approachable, nice-looking and match a target demo. Today’s brand ambassadors are all that, plus they are tapped into a network of online friends and fans that they are...

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June 22, 2010

Social Media Toolbox

Most event marketers are trying to find the best way to maximize the power of social media at their events. But that can be hard to do if Facebook and Twitter are the only tools in their bag of tricks. With new and more targeted platforms popping up daily, it can be just as challenging...

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June 15, 2010

Pepsi, Southwest and Best Buy Take Platforms to the Next Level

Hybrid events may be a new concept but they are already getting an upgrade as marketers mix the timeliness of one-off microsites with the stickiness of social media to form a one-stop branded engagement “platform” that’s always on, always evolving and never out of touch.

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