B-to-C Events

B-to-C Events

January 28, 2010

Activating Multiple Brand Extensions at Singular Events

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the...

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January 28, 2010

DaimlerChrysler Expertly Mixes Media Stunts with Consumer Engagements

A well-executed media stunt not only will have press lining up to take photos and shoot video but also can get consumers to ooh and ahh from the sidelines. Over the last several years DaimlerChrysler has been regularly taking the photo op a step further—using the events to generate p.r. and media hits as well...

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January 28, 2010

Are Influencers a Myth?

Influentials probably don’t exist at least not in the way you think they do. That’s the hypothesis of Columbia University sociology professor Duncan Watts and University of Vermont assistant mathematics professor Peter Dodds.

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January 28, 2010

The Seven Secrets of Municipal Sponsorships

In 2003 Snapple’s groundbreaking $106 million deal with New York City guaranteed the beverage brand exclusive access to the Big Apple’s 1 200 schools. The partnership made headlines and drew national attention.

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