B-to-B Events
Why the ‘Event Technologist’ Role is Gaining Momentum
In the advertising world, technologists are co-leading creative teams and offering expertise as developers and “digital storytellers.” In events, technologists’ roles are running deeper. While they used to remain behind the scenes managing the network or the app, today they have a front-row seat, collecting and interpreting analytics, live wiring experiential touchpoints and inventing experiences, too....
How the Future Show Keeps Under Armour Sharp
Few know about it. But those that do say it’s an experience unlike anything in the industry. Welcome to Under Armour’s annual Future Show, a two-day competition held each October at the company’s global headquarters in Baltimore in which inventors large and small pitch their ideas as the latest, greatest athletic must-have. It’s been called...
Five Ways to Be an Experiential Brand with Soul
Peter McGuinness, chief marketing and brand officer at Chobani, kicked off day three of the Experiential Marketing Summit, which took place in Denver from May 4-6, with a keynote address detailing the Greek yogurt company’s corporate philosophy and how Chobani manifests that attitude in physical events and online. “We started with the premise that people...
Inside the Unconference: Lessons From Three Offbeat B-to-B Events
If you’ve ever attended a session taught by a cowboy poet around a campfire, spent hours affixing stickers to a crowdsourced art installation or pitched a session with a Post-it note, then you’ve probably been to an unconference. While not a new category of b-to-b events, it’s a growing one fueled, in part, by a...