Author archive for Jessica Heasley
The Power of Buzz
What it is what it ain't who's making it— and how you can get some? The Event Marketer special report on word-of-mouth marketing. It bubbles up around the watercooler. It whips from one end of the playground to the other at lightening speed. It gets dished over coffee gushed about among friends and spread like...
Sponsoring Olympic Athletes
As the countdown to the 2008 Beijing Olympic Games begins many brands are waiting with nervous anticipation to find out if the athletes they sponsored will make the cut. Will they get to be associated with legends in the making like Michael Phelps? Will their alternative sports star become the next Shaun White? Or will...
Standing Out as a Sports Property Part I
To theme or not to theme that is the question all event marketers must ask themselves before designing an attendee experience at a property known for its passionate fan base. Car games at NASCAR. Football tosses at the Super Bowl. Golf swing clinics at the PGA Tour. Sure the tie-ins have kind of a duh-factor...
Word-of-mouth Superstar
Part drag queen part sales pro and giver of a lot of off-color one-liners Miss Dixie Longate proves that entertainment value and marketing chops can not only fluff up a stale brand perception it can sustain enough word-of-mouth to push one savvy (and saucy) Tupperware saleswoman straight to the top. This year Dixie’s taking her...