B-to-B Events

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.

Imagine staging a global financial leadership conference with former Prime Minister Tony Blair former chairman of the Federal Reserve Paul Volcker and flashy CNBC anchor Maria Bartiromo as headliners. Lining up such stellar speakers and attracting C-level financial decision-makers to listen to them however pales in comparison to the economic news that could have tanked the CME Group Global Financial Leadership Conference the first ever held by CME Group a newly formed entity and the world’s largest derivatives exchange.

Digital signage—you know those high-def plasma screens electronic billboards and scrolling messages you see in your favorite restaurants stores and outdoor spaces—are more than glorified TVs. Passersby in Toronto earlier this year were stopped in their tracks on the city streets by digital images and special effects animating the windows of Hudson Bay Company’s flagship store. A Venus Breeze razor promotion last summer captured women’s real-time images as they walked past and magically projected them onto a dynamic interactive display.

Green means many things to many different people. For some it’s a mission; for others a mantra. Whichever shade of green your event department is adopting eco is something that will impact the entire industry. We convened a roundtable to discuss and the topline appears here.

Brands:
Glenda Brungardt Trade Show and Event Manager Hewlett-Packard
Kimberley Gardiner National Marketing Manager Scion
Letitia Ferrier Webster Director Corporate Sustainability & Communications The North Face

In 2005 Walmart ceo Lee Scott announced that the retail giant would be stepping up its environmental commitment to the tune of $500 million per year to increase fuel efficiency in the brand’s truck fleet reduce greenhouse gases and scale back energy consumption and solid waste at its U.S. stores and Sam’s Clubs. This September at its annual Walmart Holiday Meeting the brand for the first time turned its sustainability pledge into action at one of its live events.