Connecting with Indie Consumers

There are few marketing challenges more difficult than connecting with “indies ” consumers who consciously avoid mainstream marketing and pledge allegiance to brands that bubble below the surface. But the problem is: If your brand...

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Giving Your Event a Gallery Vibe

Brands from Lexus to Red Bull are creating exhibits that borrow their look and feel from big-city art galleries. The goal? A sophisticated yet uncomplicated ambience. Starbucks incorporated the look for one component of a...

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Deciding Whether to Lease or Buy Mobile Marketing Vehicles

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a...

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Ensuring Properties Aren’t Diluting Your Activation

Sponsorship marketers are almost always required to take on multiple roles when managing sponsorships. At any given time they’re playing deal maker strategist and activation quarterback. The evolution of the sponsorship game has brought long-term...

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Nine Ways to Insure Your Email Invite

Email invitations are standard operating procedure for corporate events these days. But even seasoned pros will admit that keeping electronic messages out of the electronic trash is becoming a greater challenge. Nine tips:

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Boeing’s Customer Experience Center Takes Flight

For decades the model remained the same. Now the rules are being rewritten. The commercial manufacturing category has long relied on a selling strategy that is still relatively intact across the Fortune 500 today: Invite...

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Porsche Blazes Trail at L.A. Auto Show

To its legions of enthusiastic owners and owner wannabes Porsche is not just another car. The automaker wants its presence at the Los Angeles Auto Show to be viewed in the same light. That’s why...

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Results: 9Lives Sees Sales Spike Just Months Into New Campaign

With the second leg of a 34-city tour just underway Del Monte’s 9Lives brand is savoring the results from the first wave of the campaign. The brand’s Daily Essentials cat food line reported an eight...

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On Premise: Amstel Light Stays Close To The Slopes

Amstel Light is spending the winter wooing skiers and celebrities via a series of Après Ski Lodge events. The Heineken USA brand is taking over lodges and bars in Telluride CO and Park City UT...

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Nontraditional Venues: Warner Bros. Promotes Speedy Comeback

Warner Bros. Consumer Products is promoting the Speedy Gonzales character to young skateboarders with a tour hitting skate parks in 12 markets. 

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