B-to-C Events
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...
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...
Getting a Multiple-Leg Mobile Tour on the Road
For many brands a mobile tour is exactly the right medium but without the optimum reach.
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.