B-to-B Events

August 18, 2010

Hanes Event Gets Personal with Fashion Editors

Intimate apparel brand Hanes on August 5 held an afternoon press event to introduce fashion editors, stylists and influencers to its newest women’s products—a line of comfortable, bras, panties, tanks and T-shirts in bright colors. In keeping with the “comfort” theme, the event took place at trendy Nikki Beach Midtown, in New York City, a...

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July 19, 2010

Salesforce.com’s Cloudforce Tour keeps the momentum going

So you just held your company's biggest event of the year, a global meeting that attracted 20,000 attendees and 250-plus exhibitors and featured 300 informational sessions. How do you keep the momentum going? If you’re Salesforce.com, the answer is a b-to-b road show called the Cloudforce Tour, a rolling series of one-day events that for the past eight years has brought the excitement...

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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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