B-to-B Events

To bring attention to its online commercial real estate marketplace LoopNet.com, and at the same time throw a meaningful event for clients, CoStar Group, a Washington D.C.-based provider of real estate analytics and marketing services, on Jan. 18 hosted a 3D mapped projection event to illustrate the message “If a Commercial Property Isn’t Advertised on LoopNet.com, it Might as Well Be Invisible.” The projection display gave the illusion that a 12-story Los Angeles building had literally disappeared.

DTS, a Los Angeles-based audio technology provider to over a billion consumer electronics products worldwide, is launching its new brand campaign at the Consumer Electronics Show in Las Vegas this week. The campaign, dubbed “Sound Changes the Way We See,” is designed to excite the brand’s base of b-to-b clients about new products and drive interest among potential new clients at the show.

Ten years ago, a small subsection of corporate marketing departments began to fall in love with a fairly new and extremely unproven discipline called event marketing. From auto and financial-services to beverage, commercial aviation, retail and technology, it started to grow like religion.

The year is 2002. “American Idol’s” debut fever is spreading across TV sets all across America. The second installments of the “Harry Potter” and “The Lord of The Rings” trilogies are duking it out at the box office (as nerds everywhere rejoice—in Elvish). And somewhere in Berlin, Michael Jackson is dangling his son Prince Michael II off a hotel balcony with a blanket over his head.

Elsevier, a leading provider of scientific, technical and medical information products and services, has hit the road to promote its new online clinical information resource with the ClinicalKey Mobile Experience Tour. The tour is designed to introduce physicians to the service and teach them about how it will change the way they search for and access content. The tour launched on Sept. 18 and will make 23 scheduled stops before wrapping on Nov. 30. Interested hospital and medical libraries can also request a special stop directly from the Elsevier website.