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  • B-to-C Events

    Keeping Evergreen Events Fresh Year After Year

    As a rule event programs that last past five years are dubbed solid successes. But longevity shouldn’t be an excuse for letting initiatives get stale. Even when the objectives and strategies remain the same the best campaigns are freshened up every few years. Here four tips for implementing change into your long-running event programs:

  • B-to-C Events

    How Long Should Your Sponsorship Agreement Last?

    Thanks to advanced data analysis and filtering software choosing which property to sponsor isn’t always as difficult as it used to be. After the property is identified the brand faces several challenging decisions including how long the sponsorship agreement should last. Before signing on the dotted line consider these three things.

  • B-to-C Events

    Brands Leverage Fitness to Make the Mind-Body Connection

    Now that obesity is one of America’s top-of-mind issues brands that make fitness a creative part of their event programs can win mindshare change perception and even help their targets shed a few pounds. Putting some muscle behind your commitment to healthy living isn’t always a walk in the park though.

  • B-to-C Events

    BlueCross BlueShield Transforms Test-Run Into Success

    As BlueCross BlueShield of Florida’s 2007 event marketing calendar heats up the company is scaling up its sports sponsorships launching a new mobile marketing tour and spreading out its presence at lifestyle and small-business events. With the flurry of new activity the company is now spending roughly 25 percent of its budget on event marketing—more than double the percentage of the budget from last year.

  • B-to-B Events

    Measuring Success at Internal Events

    Some events like sales-based programs or sampling-focused initiatives are easier to measure than others. But it can be particularly difficult to determine the ROI of an internal event or initiative where the objective is often delivering a message or product knowledge. But just because it’s tricky doesn’t mean it’s impossible. In fact some of the easiest ways to measure internal events pull from standard metrics used to determine the value of other b-to-b or consumer programs. Four tips that will show you how it’s done.

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