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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.

Tourist destinations can be attractive marketing venues especially when they’re home to tournaments festivals and annual events that boost attendance.
But executing events at resorts requires a hands-on year-round commitment even if the focus is making connections during high-traffic season. Keeping things as fresh and creative off-peak is as important as during the main events. Whether it’s snow bunnies or  snowbirds you’re targeting here are six ways to make it cook.

XM merged with Sirius in February. Enterprise Rent-A-Car bought Alamo and National in April. AT&T Bell South and Cingular Wireless finally made the marriage official in December. (For the moment anyway.)

Getting customers excited about your brand can be tricky. But getting approval for an event marketing program from corporate decision makers and budget gatekeepers can be even harder.

The King of Beers is well known as a pioneer in mobile marketing but Anheuser-Busch’s first foray into the discipline predates the big-rig era.