B-to-C Events

Television has Nielsen ratings. Print ads circulation numbers. Even billboards in the middle of South Dakota can look to traffic patterns to help illustrate their value. None of these tracking units are a perfect science of course. (No matter what they tell you.) But based on sheer market maturity these disciplines have historically enjoyed more perceived measurability—and therefore more dedicated budgets—than word-of-mouth and experiential marketing programs. That is until now.

As a follow-up to our April 2008 special report on word-of-mouth marketing we offer these handy links to help you get started building your own branded Facebook and YouTube pages. Check back again for more expert insights. We’ll post ’em as we get ’em.

State school sporting events have long been the venues of choice for marketers looking to make connections with coveted college student populations local fans and tightly-knit alumni networks. But the Big Ten is hardly the only game in town. This month we take a look at alternative student networks—accredited U.S. colleges often overlooked by marketers but jam-packed with demographically unique target groups.

Once upon a time nightlife events consisted of attractive men and women dropping into bars and nightclubs wearing tight t-shirts and armed with samples. But as with every other experiential niche the old reliable tactics don’t cut it anymore. Nightlife programs must engage for more than a night to hit the mark. Four keys to successful nightlife marketing: