B-to-C Events

ING announced last week that it will add the Denver Marathon to its expanding portfolio of marathon sponsorships. The multiyear deal also makes the company the title sponsor of the ING Marathon Relay a four-person relay “race-within-a-race ” to be held on Oct. 14 the same day as the marathon.

Product sampling programs target tastemakers in new and creative ways

Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and hunger to approach smaller groups of consumers in out-of-the-ordinary yet highly relevant ways. Here five off-the-beaten-path sampling ideas that are spot-on:

What to consider before taking the proprietary property plunge

Surprising research shows that consumers with the most spending power have the least brand-loyal buying habits. Four ways to engage the new upper crust

Looking to woo the affluent? According to a survey conducted last fall by the Harrison Group and American Express swanky suites at equestrian events sponsorships of sailing competitions and après ski lounges may be off the mark.

How to connect at food and wine events