B-to-B Events
Grand Ex: Bud Light, Mosaic and the Best Campaign of the Year
Going to Town: Surprise and Delight, Social Currency and Content Collide at Whatever, USA It was, it is, it will be—one for the textbooks. A goal so ambitious it required the creation of an entirely new blueprint to reach an entirely new audience. A strategy so dependent on live experiences it forced the rest of...
Inside Microsoft’s ‘Good To Great’ Budget Strategy
After a complete overhaul in 2013, Microsoft’s Worldwide Partner Conference is on a roll. Survey scores are up, partner satisfaction is soaring and internal teams are stealing ideas from the show. But rather than go into the 2014 show with an “if it ain’t broke, don’t fix it” approach, the team instead decided to test...
Toyota Beacons Offer Insights Into Visitor Behavior
For years marketers have relied on video, surveys and anecdotal data to gauge in-booth engagement on the show floor. At the New York International Auto Show April 1-12, Toyota leveraged beacons—small, silent trackers that captured attendance, dwell time, inbound and outbound traffic flows and engagement at specific zones. While beacons are expert at helping to...
Beatport’s B-to-B SXSW Event Mixes Tech Talks And DJs
Beatport, a 10-year-old online music service brand known as the “home of electronic music,” reintroduced itself at a festival where music and technology collide—South by Southwest. With a focus on forging b-to-b connections, the brand, whose parent company SFX Entertainment is a leading producer of live events and media content, took over a property in...