B-to-B Events

B-to-B Events

December 9, 2019

Reebok’s ComplexCon Booth Sends Attendees to an Ice Cream Shop on the Moon

Exclusive merchandise is what draws attendees to ComplexCon Long Beach each year, so it makes sense that many sponsors design their booths to push product. But with a young demographic to engage and plenty of downtime during the convention, Reebok this year went all-in on the experiential components of its booth in addition to offering...

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December 9, 2019

Event Safety: How the Industry is Addressing Heightened Security Risks

Event safety protocols have always been a priority for event marketers. But in the past couple of years, incidents involving active shooters have presented a new, sobering reality for marketers responsible for planning group gatherings. This heightened threat has led to new training and updated event safety plans to ensure that staff, clients and attendees...

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December 4, 2019

B-to-B Dream Team Archive: Four Years, Hundreds of Insights

Did you know we’re hiring? The 2020 B-to-B Dream Team call for nominations is underway, and through Jan. 23 you can enter a colleague, client or yourself to be considered for our next roster. Our Dream Team members represent the best and brightest b-to-b brand-side marketers in the event industry, and they represent a variety...

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December 2, 2019

Full Coverage: The 2019 Experience Design & Technology Awards

Recognizing the best use of design, social media and technology to enhance live experiences There is a bright and booming economy to celebrate with this year’s crop of Experience Design & Technology Awards winners. Behind every winning program are partners, tradespeople, technologists, logistics gurus, architects and creatives, who, with their collective powers, build the stuff...

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November 25, 2019

Q&A: What the Rising Cost of Consumer Attention Means for Event Marketers

A new kind of metric worth adding to your measurement toolkit Measuring the value of live events has traditionally entailed gauging dwell times and throughput, but a proprietary framework developed by Harvard Business School professor Thales Teixeira wants marketers to focus on a different metric: quality of attention. Teixeira, who studies the “economics of attention,”...

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