Author archive for Jessica Heasley
The Brand-by-Brand Replay of MLB All-Star Fanfest 2016
It was 73 and sunny the day we traded in our sunglasses for a baseball cap and a tour of the Major League Baseball All-Star FanFest at the San Diego Convention Center...
Target Debuts New Clothing Line with a Pop-up Playground
To celebrate the launch of Cat & Jack, its new clothing line for kids and babies, Target from July 23-24 transformed a vacant lot at Pier 6 in Brooklyn Bridge Park into a family-friendly pop-up playground. The event kicked off July 21 with an evening fashion show. But instead of a runway, the kid models—some...
How Microsoft’s Ignite Conference Consolidated Six Events into One
Inside the methodology and the motivation with head of events Scott Schenker The subject line on the email only contained two words: One Microsoft. But the impact of the message would inspire one of the most prolific event organizations in the industry to completely rethink the way it does events. The note arrived in the...
Microsoft Defines the Four Ps of Experiential Marketing
Most marketers know the Seven Ps of marketing: Product, Price, Place, Promotion, People, Process and Physical evidence. But Scott Schenker, general manager-events at Microsoft, has put his own spin on it with what he calls the Four Ps of Experiential Marketing: place, purpose, pride and (cross) promotion, “Four things that can make a distinction between...