Event Marketing - Branding
Almost every public event is a branding opportunity: the chance to send a message about who your company is and the benefits it can deliver. Here are the strategies, examples, and innovative ideas you need to help you make the most of your branding opportunities.
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Let's Do Launch
How Master Foods USA, Speedo, and Internet Security Systems used celebrity appearances, near-naked athletes, and a shredding machine to launch their product and lure the press. |
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Corporate EVENT Awards: 40,000 Square Feet of Face Time
Hewlett-Packard Imaging and Printing Group Executive Briefings and Solutions Demonstrations - Silver Award, Performance Tier, Hospitality Category |
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Corporate EVENT Awards: Hogwarts and All
Warner Bros. Entertainment Inc., ''Harry Potter and the Chamber of Secrets'' DVD and Video Launch - Gold Award, Innovation Tier, Décor Design Category |
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Corporate EVENT Awards: Invasion of the Geek Snatchers
AMD Area-64 - Judges' Choice Award, Performance Tier, Product Launch Category |
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Corporate EVENT Awards: Living Large
Heineken International, Amstel - The World's Biggest Living Room – Judges' Choice Award, Innovation Tier, Décor Design Category |
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Corporate EVENT Awards: Night Shift
Banc of America Securities - Gold Award, Innovation Tier, Décor Design Category |
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Corporate EVENT Awards: Press Run
Hewlett-Packard Co. Impressions Road Show - Silver Award, Performance Tier, Mobile Marketing Category |
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Corporate EVENT Awards: Shock and Awe
Tenneco Automotive, Monroe Ride Safe Tour - Silver Award, Performance Tier, Mobile Marketing Category |
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Corporate EVENT Awards: Start Your Engines
Audi AG Frankfurt Sports Night - Silver Award, Performance Tier, Media Event Category |
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Corporate EVENT Awards: Village People
Hyundai Motor Deutschland GmbH, 2002 Dealer Meeting - Gold Award, Innovation Tier, Venue Selection |
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To Play's the Thing
Lego builds sales and goodwill for a classic product – one plastic brick at a time. |
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Face the Music
Deejays are a hot new way to brand your service or product, instead of the same old song and dance. |
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The Cookies ‘n' Crime Tour
It's no mystery how Court TV used the public's fascination with forensics to increase a show's brand identity by 33 percent. |
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Admit One Adult
TiVo lures the press with a 1964 New York World's Fair theme. |
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They Don't Write Songs About Toyotas
Chevrolet wheels in customers – with nostalgia, rock and roll, and the cover of the Rolling Stone. |
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Makeover
Hughes Network Systems reinvents its 15-year-old user group event. |
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Expert, Brand Thyself
With a marketing blitz for an after-hours event, branding specialist Twenty Four-Seven practiced what it preaches. |
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Back in the High Life
With distributor relations strained and a new parent company at the helm, Miller Brewing Co. reinvents its annual distributor convention — to barrel-busting results. |
Deluxe Saves Itself from Extinction
With its check-printing business beginning to fade, Deluxe Corp. counters with a branded suite of events that generate new-product ideas while positioning Deluxe as one of the savviest business partners in the financial-services world. |
The Power of the Zag
Brand strategist Marty Neumeier explains how to bridge the gap between strategy and design to create events that truly differentiate your company from the competition. |
Four Solutions, One Problem: New Markets
How four companies use event marketing to successfully connect with new demographic segments. |
Positioning is Dead
The popular marketing concept of positioning is stuck in a ‘70s time warp, forever crippled by a fatal flaw in its DNA – a lack of measurement. What's taking its place? Brand wikification. |
Marketing: A Liar's Art
What kind of story do your events tell? Seth Godin shows event marketers how to 'lie' the right way – and leave attendees with an impression they'll not soon forget. |
Aloft A-Go-Go
Starwood Hotels' new Aloft brand hits the road with rolling accommodations that are reinventing the staid world of hotel marketing – and exceeding goals at every stop. |
CA's Strategic Reboot
CA Inc. redesigns its annual user conference to regain customers' confidence after a corporate accounting scandal. Its strategy? Offer customers and partners insider information, executive access, and a commitment to change. |
Beauty Mark
Kao Corp. uses the side of a 30-story hotel to make its mark on the Japanese media, not to mention 5,000 mesmerized consumers. |
Under the Influence
Diageo turns bartenders into brand evangelists with a series of strategic events designed to educate, pamper, and recognize the talents of its customers. |
Volkswagen: A Luxury Brand?
Besieged by skepticism over the launch of two new luxury vehicles, Volkswagen of America Inc. converts its doubtful dealers into enthusiastic evangelists by redefining its marketing strategy with a luxury ride-and-drive experience. |
Mystery in a Box
Royal Philips Electronics launches its new corporate identity and brand campaign with a strategic event that combines suspense, secrecy, and surprise. |
What's Hot Now
Industry expert Rebecca Coons targets the latest trends in corporate events, from chocolate fountains to female rock bands to splitting the check. |
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