B-to-C Events

The Measure of Success: Tools You Can Use

So, you’ve set a clear and measurable goal for your event or conference and have established the metrics that matter. You’ve got service providers to analyze your email marketing campaigns and social media efforts. Here is a rundown of additional measurement tools to deploy, some off-the-shelf, some proprietary, some tried and true, and some new...

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Olympic Sponsor: How Citi Activated At Home

Sponsors traditionally build huge pavilions at the site of the Olympic games, but Citi, the official bank of the U.S. Olympic and Paralympic team, broke that tradition earlier this year when it activated its Team USA sponsorship in New York City instead of Sochi. Travel difficulties, challenges with visas and security issues contributed to the bank’s...

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Progressive’s No-Hard-Sell Tour Approach

Fair, festival and enthusiast events have long been fertile territory for event marketers hoping to gather consumer data. So when one of the industry’s biggest title sponsors (of platforms ranging from Cleveland’s baseball stadium to a series of International Motorcycle Shows) decides to leave lead gen off the strategic blueprint, we had to find out...

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