B-to-B Events

Brands use Fashion Week sponsorships to strut their stuff reach influencers—and just plain look good

When it comes to glitz few events in New York City can rival Fashion Week the semi-annual ritual under the tents in Bryant Park where leggy models strut the latest designer duds down the catwalk.

How to turn your hospitality activations into real business-generating opportunities

There are two ways to look at hospitality. Some marketers view it as a nice value-add to a comprehensive sponsorship package. Other dare we say smarter marketers look at it as a unique opportunity to move the dial on sales or other business objectives.

25 tips for keeping your top event staffers happy and motivated

It’s 110 degrees in the shade with four hours to go and your brand ambassadors are still working the footprint like their lives depended on it. They’re engaging attendees they’re flashing their pearly whites and they’re making your brand look good. Real good. Is it the caffeine kicking in? The promise of a paycheck? The free branded polo?

LAUNCHING BRANDS IS TOUGH. Changing brands especially beloved 100-year-old-brands is even tougher. Witness the recent debacle that unfolded when Tropicana redesigned its orange juice packaging. After weeks of consumer outcry the brand dumped the new look and went back to the original carton that featured the iconic orange with the straw in it.

It’s easy to spot a typical attendee of the International Bicycle Expo. In knee-length shorts and a ragged t-shirt he wears Band-Aids as medals of honor and takes a comparative analysis of a new brake system more seriously than his stock options. Last September more than 1 200 brands engaged this die-hard crowd with the newest and latest in bicycle engineering sports nutrition gear and accessories at the annual Interbike Expo in Las Vegas. Sports celebrities were on hand to fuel the excitement. Demos including a two-day outdoor event kept the wheels spinning.