Conference Tracks
Chicago Marriott Downtown - Magnificent Mile - April 21-23, 2008| B-to-C (more) Gain access to some of the greatest minds in the consumer event space. Learn what leading brands are up to and walk away with tips and insights that will pay off back at the office. |
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| B-to-B (more) Gain acess to some of the most innovative b-to-b event practitioners on the planet. Find out where spends are going, how portfolios are being refined and what’s next. |
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| Trendwatch (more) Emerging trends are the lifeblood of successfully building long-term event strategies. Attend this EMS track for a taste of the trends that are most relevant to your brand and marketing. |
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| The Studio (more)
Where masters of events give non-traditional chats that rock the house. Some go slide-less, others get unplugged. Take your seat early and don’t miss the action. |
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| Training Camps (more)
Monday, April 21 | 8:30 a.m.-12:00 p.m. The main conference begins with a bang on Monday with morning Training Camps that dive into four subjects (ROI, Sponsorship University, Mobile Marketing Masters, and Event Trends Ph.D.. |
Gain access to some of the greatest minds in the consumer event space. Learn what leading brands are up to and walk away with tips and insights that will pay off back at the office.
Viral Marketing Metrics Report
Monday 1:30-2:15 p.m.
Determining the effectiveness of word-of-mouth marketing depends on who you ask. Not anymore. Join the analysts from the Event Marketing Institute and they take you through the industry’s most progressive study of viral power. Get a look at the results of this powerhouse research. Learn how many people really tell others about experiences. Find out the most effective ways for igniting the all-coveted “buzz.” Walk out with full list of powerful viral discipline stats and how to put them to work.
Speaker: Michael Westcott, Managing Director-Applied Research,
Lead-Based Events
Monday 2:30-3:15 p.m.
Data is everything in the world of live marketing. If you’re not collecting data, you’ll never know if your live efforts are working, short- and long-term. The time to embrace data-collection is now—as in, right now. Get the skinny on how one of the world’s largest automotive brands is transforming its experiential portfolio into a lead-collecting machine, including a peek at the company’s lead-management process, how it traffics and measures lead performance, and the role that events play in filling the carmaker’s lead pipeline.
Speaker: Lisa Holladay, Manager-Brand Experience Marketing,
Reinventing Your Brand Using Experiences: AT&T 2.0
Monday 3:30-4:15 p.m.
A year after announcing a new plan to re-brand the megabrand, the head of events returns to EMS with the follow-up. Since successfully overcoming initial challenges to re-establish the brand, AT&T continues to reinvent itself, transforming from “the phone company” to a company that provides always-on, real-time technology that connects people with their world, where they live and work, and does it better than anyone else. Learn how experiential marketing, from mobile tours and music festivals to international sporting events, is the centerpiece of an ever-evolving strategy to put the latest technology between consumers and the experiences they love the most.
Speaker: Bill Moseley, Associate Director-Sponsorships & Events,
High-Touch, High-Volume Events
Tuesday 9:30-10:15 a.m.
Go big or go home. Seriously. Learn how coffee king Starbucks creates and manages millions, literally millions, of engagements across the country with the same energy it would with just a few hundred. Find out what it takes to embrace a high-volume, high-touch experiential plan of your own, including how to execute on a nationwide scale, how to create and maintain a consistent experience across thousands of brand ambassadors and how to manage the process.
| Speakers: | Deborah Taylor, Director, Local Marketing Integration, Derek Drake, President, |
Accelerating the Purchase Funnel: High Dollar Conversion at the ‘Point-of-Use’
Tuesday 11:30 a.m.-12:15 p.m.
The best brand experiences do more than create awareness and eyeballs—they move the sales needle. Get the lowdown on how Sony and other leading brands are using a fine-tuned event machine as a conversion platform that turns prospects into customers by accelerating the sales funnel. Learn how to “turn” people into customers in live settings, what works and why, and what the ingredients of conversion really are. See some examples, ask questions and get answers.
| Speakers: | Aaron Travis, Advertising & Promotions Manager, Ryan FitzSimons, CEO, |
Live + Online = 360-Degree Engagement
Tuesday 2:15-3:00 p.m.
There are few hotter trends these days than the integration of events and the Internet. Together they provide marketers with a recipe for the ultimate long-term brand experiences that start early and live online long after the actual events end. Learn how Ford is embracing the concept and reaping substantial rewards from connecting online and on-the-ground across its marketing mix. Then go inside the ingenious national “Kim and Seana” program that mixed events, information and the Internet into a phenomenon on the ground—and all over cyberspace.
| Speakers: | Connie Fontaine, Multicultural and Experiential Marketing Manager, Brian Murphy, EVP Branded Entertainment, |
Amplifying Mobile Marketing Tours
Tuesday 4:30-5:30 p.m.
Scale is getting big play among road-warriors these days as marketers “amp up” the reach and effectiveness of their mobile tours. Taking your mobile program from a few stops to a multi-city national program requires organization, resources and a focused analysis of results. Find out how Panasonic’s Cruz and his team made the decision to scale up the company’s initial mobile program, how he sold it in and how he’s measuring.
| Speakers: | Ray Cruz, Group Manager-Co-Marketing, Brad Harris, Vice President-Strategy, |
Lessons For First-Time Sponsors
Wednesday 9:00-10:00 a.m.
The world of NASCAR is this country’s largest sponsorship playground, one that has returned billions for many brands around the world. But jumping into the driver’s seat with NASCAR is hardly a simple matter. Considering a move into motorsports or another big-time sports property? Holiday Inn took the leap and became a first-time NASCAR sponsor. Learn from the brand’s first foray into NASCAR and get tips and advice that any marketer can use to improve your activation programs—with NASCAR and other properties.
Speaker: Doug Dixon, Manager-Brand Marketing,
Procter & Gamble Case Study: Going Creative to get Ultra-Targeted
Wednesday 11:30 a.m.-12:30 p.m.
It was either a stroke of genius or a gamble—but either way it paid off. Get the low-down on creative ways to “make contact” as you go inside a case study for Prilosec OTC that fused the brand with female consumers everywhere. The idea? Connect with the 17 million-plus fans of dice game Bunco. The method? All events. The results? Show up and you’ll hear all about it. Learn how to get creative and targeted in ways that sidestep competitors and zero in on the right audience.
| Speakers: | Karen Schlosser, Associate Marketing Director, Marshall Bice, Creative Practice Leader, |
Challenger Brands go Live: Using Event Marketing to Take on Market Leaders
Wednesday 12:45-1:30 p.m.
Not every brand is a #1 or #2—or, um, #3. But experiential marketing is hardly a discipline reserved for the big guys. Small brands with small and medium-size budgets can make big impact in the medium of live. Get a unique perspective on how challenger brands can leverage events to gain share of mind and share of wallet. Hear how Culver’s is using a creative event platform that mixes local and regional events into a great lesson in challenger experiences.
| Speakers: | Chris Contino, VP-Marketing, Jim Kenyon, Managing Partner, |
Gain acess to some of the most innovative b-to-b event practitioners on the planet. Find out where spends are going, how portfolios are being refined and what’s next.
Extending Event Impact Through Social Media
Monday 1:30-2:15 p.m.
One of the top trends of the year, social media is allowing marketers to connect with customers—and customers to connect with other customers—in ways never before possible. Hear from event guru Peeler how tech bigwig Intel is tapping into the social media rage, why you should consider it and how to make it happen. You’ll also learn the do’s and don’ts of corporate social media initiatives and check out examples, lessons learned and a variety of tips for making social media work for you.
| Speakers: | Ric Peeler, Director-Corporate Event Marketing, Bryan Rhoads, Digital Strategist, |
Swapping Trade Shows for Corporate Events: How GE Water Gambled and Won
Monday 2:30-3:15 p.m.
More marketers are trading in trade shows for events. A text-book example: GE Water’s move to ditch 270 trade shows for one ultra-performing World Water Tour. Find out how the company weighed the risks, the decision-making process that led to the decision, the cost-justification and how the shift went over with employees, management, and customers. A fascinating look into a powerful program.
Speaker: Jeffrey Fulgham, Chief Marketing Officer,
Virtual Events and Conferences
Monday 3:30-4:15 p.m.
Live events may reach buyers; but virtual events can reach the influencers and ultimate decision-makers who may never attend your live event. Learn how best-in-class marketers are creating online events and conferences that reach out and touch targets wherever they are, whenever they are. Find out how to use online events to reach beyond your core audience, showcase new products and provide product updates and essentially keep your exhibit open all year long.
| Speakers: | Leigh Strinsky, Manager-Online Programs, Carol Parsons, Travel Educator & Sales Coach, |
Developing an Event Measurement Dashboard
Tuesday 9:30-10:15 a.m.
Ahhh, the poetry of metrics. ROI is quickly going from a need-to-have to a have-to-have. Which means marketers need to institute tight measurement protocol immediately. Get the lowdown on creating an event measurement dashboard from Nortel’s event ROI master blaster. Find out what a dashboard is, why you need one, and how to build our own when you get back to HQ. Walk away with the intell and insights you’ll need to create a kickin’ ROI system.
Speaker: Ken Pierannunzi, Director-Global Events Strategy and Measurement,
Dreamliner: Inside the Biggest Launch
Campaign in the History of B-to-B
Tuesday 11:30 a.m.-12:15 p.m.
That title’s no lie. Boeing rewrote the rules of global launches when it unveiled the Dreamliner aircraft. It was big, bold, integrated, global and threaded live experiences throughout the entire program, from start to finish. Find out how the Boeing marketing team spent years planning one of the biggest launches ever, how events served as a key anchor strategy, and how it all came together flawlessly. Get a big-time lesson for big-time product launches.
Speaker: Diana Klug, Director of Marketing,
Trade Show Portfolio Transformation… Taking Your Shows to the Next Level
Tuesday 2:15-3:00 p.m.
Trade show portfolios continue to be streamlined, amped up and transformed into better-performing platforms that provide a greater return than ever before. Do yours? Learn how Xerox reinvented its trade show efforts using research, strategic planning and new tools. You’ll find out what led Xerox to rethink its exhibit strategy, how it weighed the risks of changing its gameplan, the internal and external hurdles the company had to overcome and how the company is measuring success. Ask questions and get critical answers and advice.
| Speakers: | Rosie Madison, VP-Industry Marketing, Christopher Kappes, Executive Vice President-Sales, |
Creating Compelling Customer Summits
Tuesday 4:30-5:30 p.m.
Corporate marketers continue to redeploy dollars out of traditional trade shows into the non-traditional realm of proprietary events. Customer summits are getting an upgrade as marketers get better at mixing content, engagements and unique experiences into the ultimate connectivity concoction. Hear how Cognos is striking the perfect balance and taking its b-to-b customer events to the next level. You’ll hear the company’s strategy for audience acquisition, experience design and how it measures and quantifies results.
Speaker: Carol Patterson, Event Manager,
Leveraging B-to-E: Using Grade-A Experiences to Connect with Employees
Wednesday 9:00-10:00 a.m.
Your employees are your first line of contact with customers. More marketers are using employee focused events to deliver a consistent message to the marketplace. Learn how InterContinental is reinventing its b-to-e platform with programs that span 200 properties, thousands of staffers, and how these initiatives are helping to craft how millions of customers are touched by employees. Get a detailed look at what it takes to engage employees.
| Speakers: | Paul Snyder, VP-Operations, Branding and Business Development, Mike Tooley, Producer, |
Creating Your Own Online Social Communities
Wednesday 11:30 a.m.-12:30 p.m.
Event marketers are now extending their live experiences online via social communities that live on the Internet. Learn why many brands are integrating technology, two-way communication and face-to-face events into “communities” that cross all marketing boundaries. Get the skinny on the trend and learn why it’s getting red-hot. Get a step-by-step process to creating your own online community and learn how to use it to your brand’s advantage.
Speaker: Michael Westcott, Managing Director-Applied Research,
Integration Lesson: How Xerox Leverages Events as part of the Overall Mix
Wednesday 12:45-1:30 p.m.
Many companies use event marketing as an anchor; others to balance out the overall mix. Hear how Xerox is leveraging live marketing as a strategic channel inside the mix. Find out how to balance your own mix with events, how to tie live to the rest of the toolbox and how to use the combination of it all as the ultimate marketing weapon. You’ll learn how Xerox determines what role events will play and how the company evaluates performance. A solid lesson in looking at your events as one component of the company’s overall marketing magic. A conversation that spans all facets of the marketers’ war chest!
Speaker: Edward Gala, VP-Corporate Marketing,
Emerging trends are the lifeblood of successfully building long-term event strategies. Attend this EMS track for a taste of the trends that are most relevant to your brand and marketing.
Account-Based Event Marketing: Closing Deals One Event at a Time
Monday 1:30-2:15 p.m.
Tap into a recipe from the new event strategy playbook, the emerging trend of account-based event marketing. Hear how Cisco has applied an interesting “account-based” event framework against some of its top customers and the results it's all netted. Walk away from this session armed with an understanding of how to apply it in your world. If you need to make yourself more relevant to your sales organization... come see Mary. She’s waiting.
Speaker: Mary Fehrnstrom, Manager-Event Strategy,
Using Events to Drive Retail Traffic
Monday 2:30-3:15 p.m.
For many, it’s all about the push to retail. And who better to talk about using events to push store traffic than one of the industry’s pioneers, the architect of miles of traffic-building programs? Find out how Best Buy treats its event channel, how it uses live in different spaces for different faces and how the portfolio has evolved. Learn lessons for pushing targets to stores and get advice for closing the gap between engagement and the point-of-sale.
Speaker: Debbie Estes, Director-Marketing,
Case Study: Taking over CES
Monday 3:30-4:15 p.m.
The Consumer Electronics Show is worthy of an EMS discussion, for a number of reasons. One, it’s “the” show for thousands of exhibitors. Two, power brands go big each and every year. And, three, the activation of CES by many companies is getting more integrated every year. There are many lessons to be taught. Go inside Panasonic’s invasion of CES with the architect of the program. Find out how this year’s experience was planned, what it looked like, how it was activated and how it all shook out.
Speaker: Terry Shorrock, Director-Shows and Events,
Using Event and Sponsorship Data Collection to Fuel Strategic Intell
Tuesday 9:30-10:15 a.m.
Few companies come close to leveraging event data the way Big Mo does. Find out how and why Motorola pushes the data lever so hard, why you better do the same and how it’s all paid off. You’ll learn how this technology brand uses data as the price of entry to its events, how it utilizes the data it collects, how the company structures its data collection flow and the benefits they’ve derived from data-based event marketing.
Speaker: Sharon Brown, Senior Sports Marketing Manager,
Taking Tier 1 Shows to the Next Level
Tuesday 11:30 a.m.-12:15 p.m.
Tier 1 trade shows have long been the event industry’s largest playground for big-budget experiences. Big, bad-ass trade shows have always been branded spectacles. But where do they go from here? Smart marketers are reinventing trade show strategies every year, even if they’re not rebuilding all the architecture. Find out how Chrysler is transforming its top-level shows into platforms for full-scale, world-class brand experiences. Get a perspective you can use to refine your own shows.
Speaker: Phil Bockhorn, Senior Manager-Global Auto Shows and Multi-Brand Events,
Semi Permanent Experiences: The Benefits of Lingering In-Market
Tuesday 2:15-3:00 p.m.
Yes, many are embracing the realm of temporary spaces and mobile programs. But quietly, a small slice of others are going the other way. Too often events swing into market and then swing out. Uhuh. Hear why Microsoft is pushing ahead with programs that stay in-market for, in some cases, years. Find out why you may want to slow down your schedules and build a deep presence in-market. Learn what’s led Microsoft to this strategy, how the company has altered its planning and budgeting strategies and how it’s measuring success.
| Speakers: | John Pollard, Director-Brand and Marketing Strategy Group, |
EventView: The Future Growth of Event Marketing
Tuesday 4:30-5:30 p.m.
Dive into the latest EventView global survey of CMOs and event executives to uncover and discuss the challenges, opportunities, and barriers that event professionals will face in the year ahead. You’ll get an unprecedented look at the changing marketing mix and the increasing role that events are playing.
| Speakers: | Kerry Smith, Founder,
David Rich, Senior VP-Strategic Marketing/Worldwide, |
Evolving Shareholder Meetings
Wednesday 9:00-10:00 a.m.
Once looked at as purely a Wall Street requirement, annual shareholder meetings have emerged as the key ingredient to effective worldwide shareholder communications. Join the head of events at Wal-Mart as he shows you how today’s shareholder’s meeting can not only communicate financial news, corporate responsibility, and brand vision—but create an engaging experience that delivers corporate value. A lesson for every corporate event marketer.
Speaker: Mark Henneberger, Vice President, Shows & Events,
Mobile Pop-Up Programs
Wednesday 11:30 a.m.-12:30 p.m.
Who said pop-ups have to stay in one place? Not Stoli. Take a seat and go inside Stoli’s mobile popup strategy, which brings temporary immersions—yes, the outrageous Stoli Hotel will be presented and dissected for you—across the country. You’ll find out what led Stoli to expand its Hotel concept beyond a single market, what it took to sell-in the concept to management, how to execute an unusual concept in multiple locations and the benefits the company got from taking its pop-up on the road.
| Speakers: | Craig Johnson, Brand Director, Amanda Turnball, Vice President, |
Connecting with Hispanic Consumers
Wednesday 12:45-1:30 p.m.
Ethnic marketing is one of the most under-talked about topics, but one of the most critical elements of long-term brand success. It’s vital to the lifetime growth of any b-to-c brand. Learn how WaMu is reaching Hispanics and other ethnicities, what the recipe looks like and how you can cook one up for your brand. You’ll learn how the financial brand assesses its multicultural event opportunities, the cultural sensitivities that must be observed and the benefits the company has derived from its foray into ethnic event programs.
Speakers: Paula Beadle, VP-National Promotions and Partnerships,
Where masters of events give non-traditional chats that rock the house. Some go slide-less, others get unplugged. Take your seat early and don’t miss the action.
Proprietary Properties: Creating and Ownable Asset and Refining it Each Year
Monday 1:30-2:15 p.m.
Proprietary properties are getting big play these days as marketers look to invest in ownable event assets with minimal clutter. But this can’t be a short-term endeavor. Learn how one of the most successful “priprops” has been refined and grown year after year…(that’s right) after year. You learn the process the company used to justify its investment, how it’s measuring the results of the program and how Anne and her team are evolving the property to meet internal and external customer demands.
| Speakers: | Anne Murphy, VP-Affiliate Relations, Mike Campbell, President, Senior Partner, |
Using Temporary Stores to Drive Business
Monday 2:30-3:15 p.m.
Pop-ups have long been used primarily for traffic and P.R. impressions. No more. Eyeballs are so 2007, baby. A growing number of marketers are setting engagements and actual, provable sales as the benchmarks for the next wave of short-term retail experiences. Hear how financial-services leader Bank of America leverages temporary spaces to connect with consumers and then convert them into customers. Then watch your next pop-up sell.
Speaker: Peter McKillop, Senior VP,
Case Study: How Subway Used Events to Build its ‘Healthy’ Marketing Platform
Monday 3:30-4:15 p.m.
Lessons for marketers embracing new platforms. Learn how Subway integrated events into its brand shift to embrace “healthy.” The program leveraged traditional events, sponsorships, online, cause and more across 22,000 restaurants; it spanned internal training and external engagements and provided the central direction of its entire marketing spend. Learn from one of the architects of the strategy how it worked, what it took to pull together and what she learned in the process.
| Speakers: | Michelle Cordial, Director-Brand Management, Jeb Blatt, Director-Account Development, |
Putting Consumers in Charge: Turning Over Your Brand to Consumers
Tuesday 9:30-10:15 a.m.
Ah, the Age of the Consumer has arrived—and your marketing will never be the same. Learn how Hyundai is evolving its events by putting consumers in the driver’s seat—and allowing them to dictate their experiences. Get a handle on how far you should go when getting consumers so involved, and get tips for making the most of this new paradigm.
| Speakers: | Kathy Faith, National Manager-Experiential Marketing, Blake McKinney, Group Head, |
Down Under: How an Insane, Kooky Event Portfolio Turned One Brand Into a Legend
Tuesday 11:30 a.m.-12:15 p.m.
Seriously, if you haven’t heard about Australia’s Lion Nathan, get your butt into this session. The world’s craziest, kookiest event marketing portfolio is about to be presented and you won’t believe what this brand does. It will begin with a look at how this Aussie beer brand created a wacky game called Beach Cricket that turned into a national phenomenon for, literally, a third of the country’s population. You’ll get a look at the rest of the portfolio, from the creative to the campy, the outrageous to the scary things that are turning heads.
Speaker: Andrew Coates, Marketing Manager,
Low-Budget Events: Getting Big Impact From Teeny, Tiny Marketing Budgets
Tuesday 2:15-3:00 p.m.
Sure, everyone wants big budgets—but not everybody has them. Truth is, there are fantabulous small-budget events producing huge results for brand marketers going on every day. You don’t need huge dollars to connect with the target. Learn how cable network WE tv works with limited budgets to create big-time impact with highly creative experiences. See examples, go inside budgets, and ask questions.
| Speakers: | Heather Umen, Director of Brand Experience and Event Marketing,
Jessica Murphy, Vice President, |
EventView: The Future Growth of Event Marketing
Tuesday 4:30-5:30 p.m.
Dive into the latest EventView global survey of CMOs and event executives to uncover and discuss the challenges, opportunities, and barriers that event professionals will face in the year ahead. You’ll get an unprecedented look at the changing marketing mix and the increasing role that events are playing.
| Speakers: | Kerry Smith, Founder,
David Rich, Senior VP-Strategic Marketing/Worldwide, |
Enlisting Event Volunteers
Wednesday 9:00-10:00 a.m.
A growing number of marketers are tying into event volunteers (think the ball boys at the U.S. Open) as extensions of their brands. It doesn’t get more organic than leveraging the event’s support network—die hard brand passionistas who have their finger on the pulse of the experience you’re tying into. Check out how Dunkin’ Donuts is using event volunteers as a legion of new brand ambassadors.
Speaker: Missy Maio, Field Marketing Manager,
Kraft Case Study: Maxwell House Hits the Street
Wednesday 11:30 a.m.-12:30 p.m.
Talk about perking up a brand. To get consumers in the “good to the last drop” mindset, Kraft took its Maxwell House brand into the streets of 16 top markets with an Ex Award-winning guerilla campaign that was super-localized, ultra-targeted, and oh so high-touch. Grab a seat and check out a best-in-class b-to-c event program in action, a campaign that mixed a tight planning deadline with a great idea and some creative execution blueprints to score success.
Speaker: Jeff Stelmech, Executive VP,
Pushing From B-to-C Into B-to-B
Wednesday 12:45-1:30 p.m.
Marketers, more and more, have to deal with marrying b-to-c and b-to-b. And a growing number are starting to use b-to-c flavor in their b-to-b marketing pushes. Hear how Sirius has pushed into the commercial segment with new b-to-b programs that extend the company’s consumer products in the b-to-b space. Events are the glue that hold much of it together, and you’ll hear all about it. Get into this session and learn how to extend out of consumer into b-to-b, and how to use b-to-c elements in your b-to-b events.
Speaker: Patty Yang, Marketing Manager,
Monday, April 21 | 8:30 a.m.-12:00 p.m.
The main conference begins with a bang on Monday with morning Training Camps that dive into four subjects.
Choose one:
- ROI Training Camp (more)
- Sponsorship University (more)
- Mobile Marketing Masters (more)
- Event Trends Ph.D. (more)
ROI Training Camp
If you don’t measure, you’ll never know if your event was a hit or a bust. Come hear our measurement experts and get a comprehensive overview of how to measure results—and how and when to match the right measurement techniques to your objectives. Start off talking about strategy, learn who’s doing what and what’s working, then wrap your arms around what you should—and what you’re not—measuring. Learn from measurement case studies and then dive into actual event ROI calculations. Walk out with a clear and present perspective on the world of ROI that will prep you for the rest of the Summit… and beyond.
What You’ll Learn:
- How to factor “lifetime customer value” into your measurement programs
- How to reduce your “cost per touch” by creating viral elements around your events
- Examples of how leading companies are measuring their event programs
Sponsorship University
The rules of sponsorships are changing. Spend the morning and get a deep dive into how deals and activation strategies are evolving and what you need to know to stay ahead of the trends. Start off with overall sponsorship trends, then get into the real meat, baby—budgeting, planning for activation, pushing programs to the point of sale, and measurement. Learn how to prospect properties, how to refresh programs each year and when to walk away. If you spend a penny on sponsorships, you need to be right here.
What You’ll Learn:
- How to assess your current sponsorship portfolio
- Activation strategies that produce short- and long-term results
- How to leverage your sponsorship deals to ensure maximum performance all year long
- How to evolve activation every single year
- How to hire the right partners and keep execution and activation on-budget each time. Get tips, advice and best practices
Mobile Marketing Masters
Our popular immersion into the strategies and tactics behind results-based b-to-c and b-to-b mobile marketing. Among the most effective strategies to bypass expensive and cluttered media, mobile vehicle programs take your brand message, trade show booth, and face-toface marketing directly to the masses. Learn how to plan and execute a mobile program—from design to staffing, from tour management to calculating ROI. This session is aimed at brand and agency executives considering mobile programs as well as those looking to shore up their mobile competencies. Industry experts will be on hand to make sure you finish the day ready for the road.
What You’ll Learn:
- How to budget for mobile programs
- Logistical and scheduling issues
- Matching the mobile experience to your target audience
- Examples of powerful b-to-c and b-to-b mobile programs
Event Trends Ph.D.
Our annual primer on what’s happening across the event landscape, from the analysts of the Event Marketing Institute and the founders of Event Marketer magazine. This workshop will arm you with three things. One, an overview of current and emerging trends that will impact your events in 2008; two, a detailed review of best-in-class case studies representing numerous event channels and product categories that will show you where the event game is really headed; and three, a “best practices” recap of how tomorrow’s event marketers will succeed in the always-changing live marketing category. If you want a detailed trend report, we’re ready and waiting.
What You’ll Learn:
- 15 of the top trends that will impact your events right now
- How the most successful marketers are reaping results from utilizing these trends
- A gameplan for improving your events and enhancing your value