B-to-B Events
Why a Low-Tech Strategy Gave Amex OPEN an Edge at CES
There was more going on at the American Express OPEN booth at CES than met the eye. Sure, attendees could step up to one of the iPad kiosks and take a trivia quiz to get a treat from the American Express OPEN food truck, which was stocked with goodies made by two of its cardmembers,...
Five Insights on Sustainability in Event Marketing
In our December issue, we explored the evolution of eco-friendly practices in event marketing and experience building. What we discovered is that, these days, going green at events is no longer an add-on but an expectation. Event marketers are taking a holistic approach to sustainability, examining the entire life cycle of an event and how the trickle-down...
18 Tips for Keeping Your Longest-Running Programs Fresh
Some experiential programs are just too good to execute once and leave behind. The strategy is on point, the engagements generate authentic connections with consumers and the ROI is generous. Why mess with a good thing? Many brands don’t. From Coke’s Olympic Games sponsorship to LEGO’s KidsFest tour, plenty of brands resume the same program...
How Lowe’s Built a ‘Village’ with Half the Booth Space at CES
Lowe’s Home Improvement store returned to CES 2016 in Las Vegas to showcase its Iris smart home solutions with an evolved concept: a village. The retailer last year erected a life-like suburban home, yet despite having half the booth space and half the budget to work with this year, the brand activated a larger marketing...