How Long Should Your Sponsorship Agreement Last?

Thanks to advanced data analysis and filtering software choosing which property to sponsor isn’t always as difficult as it used to be. After the property is identified the brand faces several challenging decisions including how...

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Keeping Evergreen Events Fresh Year After Year

As a rule event programs that last past five years are dubbed solid successes. But longevity shouldn’t be an excuse for letting initiatives get stale. Even when the objectives and strategies remain the same the...

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BlueCross BlueShield Transforms Test-Run Into Success

As BlueCross BlueShield of Florida’s 2007 event marketing calendar heats up the company is scaling up its sports sponsorships launching a new mobile marketing tour and spreading out its presence at lifestyle and small-business events....

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Brands Leverage Fitness to Make the Mind-Body Connection

Now that obesity is one of America’s top-of-mind issues brands that make fitness a creative part of their event programs can win mindshare change perception and even help their targets shed a few pounds. Putting...

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Activating Year-Round at Vacation Destinations

Tourist destinations can be attractive marketing venues especially when they’re home to tournaments festivals and annual events that boost attendance. But executing events at resorts requires a hands-on year-round commitment even if the focus is...

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Measuring Success at Internal Events

Some events like sales-based programs or sampling-focused initiatives are easier to measure than others. But it can be particularly difficult to determine the ROI of an internal event or initiative where the objective is often...

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Getting Internal Signoff for Your Event Programs

Getting customers excited about your brand can be tricky. But getting approval for an event marketing program from corporate decision makers and budget gatekeepers can be even harder.

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Five Must-Have Merger-Proof Contract Clauses

XM merged with Sirius in February. Enterprise Rent-A-Car bought Alamo and National in April. AT&T Bell South and Cingular Wireless finally made the marriage official in December. (For the moment anyway.)

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Immersive Contests: Finding the Balance Between Brand Engagement and Overload

Perhaps it’s the success of American Idol and Dancing with the Stars those months-long contests that demand participants give it their hearts and souls. Those shows’ stellar ratings just might be the reason more brands...

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Inside Anheuser-Busch’s Event Marketing Group

The King of Beers is well known as a pioneer in mobile marketing but Anheuser-Busch’s first foray into the discipline predates the big-rig era.

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