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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.

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.

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.

Photo and video activation grows more fun for attendees and more flexible for marketers

The ways to get involved are as diverse as the destinations themselves. Affluent adventurers can try out Pentax cameras among the glaciers in Alaska. American Express cardholders can get exclusive tickets to a food and wine cruise that sails from New York Harbor. Retirees can see the Caribbean while fulfilling a lifelong dream to learn the piano on Yamaha keyboards.

Photo and video activation grows more fun for attendees and more flexible for marketers

Like moths to a neon green flame consumers still can’t get enough of traditional photo activation. But like so many things that become so last year so quickly photo and video activation has to change to keep up.  

Luckily technology is keeping pace.