B-to-B Events

For brands looking to stage events for consumers or employees the answer may be as close as their neighborhood movie theater. During off-hours those cushy seats and cup-holders are just sitting there empty; the big dark screen is just begging to light up with a movie or simulcast. Add in the efficiencies of reaching potentially thousands of people via a network of theater locations and you’ve got an opportunity that may just be worth exploring especially in this age of global warming and carbon offsets.

Now in its 14th year the once scrappy and alternative sporting event driven solely by youth and counter culture is being populated by 30-somethings who have homes jobs and kids of their own. Yet despite how much the first-generation fan base has changed its attitude remains the same—rebellious. (How else to explain all the pierced and tattooed parents jumping out of their hybrids with toddlers wearing skull and crossbones tees?) Can X Games sponsors continue to connect with a multi-generational audience that wants to forever stay just outside of the mainstream?

In an effort to generate media buyer buzz MySpace earlier this month played off election fever and unleashed 50 actors megaphones and a fictitious character named Max ROI onto the streets of New York City. Max ROI (which is pronounced “Roy” and stands for Rate of Impression) may appear in future MySpace efforts. The goal of the promo was to send the message that partnering with MySpace yields the highest rate of impressions for advertisers.

As bloggers become more respected thought leaders brand influencers and essential allies in the pursuit of word-of-mouth marketing they also grow savvier in their ability to block brand marketers that push too hard to get in their good graces. In July more than 1 100 women bloggers came together in San Francisco to attend the fourth annual BlogHer Conference.

Event marketing done right always creates buzz but brands looking to extend that word of mouth are introducing programs to the public earlier and in unique ways. Pre-event stunts get companies more time with the press and the public. In some cases they create buzz on the streets two or three days before a press conference or event taking advantage of traditional press time as well as the online conversations spurred by citizen journalism and word-of-mouth marketing.