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It’s the 21st century. Scenes of middle class Americans strolling around a massive indoor shopping complex (commonly known as a mall) in their sweatpants window shopping at The Sharper Image sipping an Orange Julius and maybe stopping off at JC Penney for a pair of khakis is one you’ll only see in old sitcoms. It’s not that malls aren’t important. It’s that they’ve evolved. Those same shoppers are probably sitting in a big recliner at the Sharp Aquos lounge watching a big-screen HDTV instead of trying out the massage chair at Brookstone.

The power of b-to-b road shows continues to grow with brands of all shapes and sizes reaping the benefits of on-demand tours that take products and services directly to customers and prospects.
Some tours are producing such stellar results that the brands behind them are actually selling sponsorships to their own programs. And why not? Bringing in non-competitive entities can add some extra energy to the tours while offsetting costs with sponsorship fees.

Fact: Photo activation is certainly no spring chicken in the event space.

LIVING GREEN takes more than changing a lightbulb or buying a hybrid car. It requires a real commitment to making green choices in the most major and minor aspects of a lifestyle. In the event marketing industry it isn’t any different. Many companies are taking baby steps towards making their businesses greener from top to bottom.

This April the Microsoft Windows brand for the first time turned to experiential marketing to give its Windows Live Photo Gallery and Windows Live Spaces photo sharing and social networking services a boost in awareness. From April 19 through May 11 residents and visitors to New York City’s Brooklyn Heights and San Francisco’s Pacific Heights neighborhoods could swing into one of the brand’s Windows Live Portrait pop-up Studios for free professional photo sessions.