B-to-C Events

Held at the Experiential Marketing Summit EM’s executive roundtable
put top-level event marketers together in a room for a no-holds-barred
discussion of the state of the industry. As a follow-up to
Collaborative Efforts our October 2007 roundtable
coverage participants here discuss the most challenging issues they
face in the event space and how their jobs have changed in the last
three years.

Virgin Mobile goes green at its annual summer proprietary music

GM cuts its Olympic ties but the move doesn’t dent brand marketers’ affinity for long-term deals

With GM pulling out of the Olympic Games are long-term sports sponsorships dead? The consensus among top brands is no.

Brands target the celeb-obsessed by sponsoring high-profile green rooms

The green room is traditionally a quiet backstage area where talent and celebrities cool their well-shod heels away from the maddening crowds. These are an often Spartan affair where actors rehearse their lines or gather their thoughts before stepping into the spotlight. But like many an aging Hollywood A-lister the green room is getting a makeover. What was once a functional space has now become synonymous with backstage luxury.

Brands use exclusive perks to strike chords and make connections at events

Customer rewards are no longer just for the super-rich. They’re one of the fastest growing ways to build customer loyalty at events.

American Express has offered cardholders exclusive perks at events such as the US Open for years. Last month cardmembers could flash their card and borrow portable TVs from AmEx at the Open events so they could see all the action no matter where they were sitting (Agency: Momentum New York City).