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Q&A: Tech-EM Chats With Andrew Baum, VP-Marketing At Printroom
Tech-EM chats with Andrew Baum, vp-marketing at Printroom about how experiential marketing is evolving at his company and why Printroom embraces a "hands-on" approach.
Kodak Goes Local And Connects The Dots
In an effort to show customers the link between Kodak’s products and potential business growth, the brand’s Graphic Communications Group hit the road this year with its first-ever Connect The Dots Tour.
Q&A: Marc Jacobs, Domino Foods
Tech-EM chats with Marc Jacobs, vp-sales and marketing of the consumer division for Domino Foods. Jacobs handles marketing for Domino Sugar, which is sold east of the Mississippi; C&H Sugar, which is sold west of the Mississippi the and organic and natural brand, Florida Crystals.
Intel Multiplies At CES
Question: What do an Intel Core 2 Duo processor and a bulb of garlic have in common? Answer: More than you might think. One adds zest to dishes like pasta and bread.
EA Takes The Hub On Tour
Electronic Arts wanted to take high-def video game sampling beyond the standard retail and shopping mall experiences.
LG At CTIA
LG’s core message—LG is The Nature of Mobile—was woven into every aspect of the CTIA space.
When B-to-B Marketers Go Guerrilla
Guerrilla marketing has long been a successful b-to-c tactic for marketers wanting to get their message across in a unique and exciting way. But don’t assume that all the fun is for consumers.
Five Ways To Bulletproof Contracts Against Merger Madness
XM merged with Sirius. Enterprise Rent-A-Car bought Alamo and National. AT&T, Bell South and Cingular Wireless finally made the marriage official. (For the moment anyway.)
How Web Sites Fuel Live Events
Having a web presence as part of a fully integrated event campaign is no longer a nice add-on; it’s now an almost expected part of the mix, both for b-to-b and consumer events. But marketers are taking the medium to the next level.
Fender Gives Attendees An All-Access Pass With The First-Ever Fender University
This month, Fender is launching Fender University, a four-day educational seminar in Riverside, CA. It’s an event that will give attendees the opportunity to work one-on-one with noted musicians and get an inside look at the world of Fender.
Q&A With Mary Siemiesz, Director-Consumer Communications for Nestlé Purina PetCare
Tech-EM gets inside Purina's event marketing strategy with Mary Siemiesz, director-consumer communications for Nestlé Purina PetCare.
Tech-EM Chat's WIth Pentax's Bob McGrath
Tech-EM recently sat down with Bob McGrath, trade show manager for Pentax to talk about how the company's marketing portfolio is evolving, the importance of ROI and more.
Interview: Erin Dare, Dolby
Tech-EM took a few minutes for a quick chat with Erin Dare, worldwide event and trade show manager. Hear her thoughts on Dolby's marketing strategies, get the scoop on the latest changes at the company and some insights on trade show strategy.
What You Can Learn From: Research In Motion
Research In Motion wanted to launch its new BlackBerry 8700c with a little bit of style to raise demand for the new product.
What You Can Learn From: Chevrolet
How GM leveraged its CMAs sponsorship through TV, events and on-site at the country music extravaganza.
Living The Life
Brands that juggle a number of products at trade shows have always had to deal with the challenge of separating those products in a way that makes the most sense to attendees checking out the exhibit.
Q&A With Susan Truskey, Siemens
Tech-EM chats with Susan Truskey from Siemens about the company's marketing portfolio, experiential tactics and how her role is changing at the company.
SAP Leverages Retailer Relationships To Connect At NRF
For software company SAP’s retail division, the annual National Retail Federation Convention show is among the biggest in its trade show portfolio. The show is a kickoff event for the brand.
Create Your Best Product Launch Yet
Product launches done right—and with the right product—a launch will attract buzz to your brand. Hit the wrong chord with one key element—be it p.r., messaging, or the event itself—and the whole thing might go bust.
What You Can Learn From: UPS' Conference Series
Get key insights and learnings from Longitudes, UPS’ twice-yearly conference series that focuses on supply-chain management and synchronized commerce.
Tech-EM Interviews Keith Pigues
Tech-EM chats with Keith Pigues, cmo and senior vp at Ply Gem about experiential marketing, trade shows and how the role of the cmo is changing.
Monster Activates Sponsorship Way Beyond The Booth
Monster took its sponsorship of the Society of Human Resource Management Show at the San Diego Convention Center and activated way beyond the booth...
How WaMu Created A Blowout Incentive Experience
Eleven hundred winners of Washington Mutual’s in-house incentive programs invaded Big Island in Hawaii for the President’s Club event, which featured sessions and events aimed at driving future sales—and inspiring others in the company to achieve President’s Club status.
Pontiac Leverages TV Tie Through Website
Pontiac used its sponsorship of NBC’s “The Apprentice” to spread awareness of its all-new Solstice roadster. It was all designed to pump up demand for an early order program that would build buzz around the first 1,000 Solstices available to the general public. One of the tasks on the show focused on teams of contestants competing to come up with a brochure touting the new car, with a member of the losing team getting the boot from The Donald.
Trade Show Relaxation Zones Foster Captive Audiences
Walking around a trade show floor for hours on end can be hard on even the most experienced expogoers. (If you had a nickel for every time you heard “My dogs are barkin’” on show floors in the last year….)
Ten Tips For Tightening Up Trade Show Lead Management
There must be black holes in the floors of most trade shows—because that’s where a lot of your leads seem to end up.
What You Can Learn From: Cecelia Paglia, Head of Global Event Marketing-Reebok
Tech-EM chats with Reebok's global event marketing head to get the strategic scoop on how the brand handles its approximately 200 events a year.
Express Yourself
In trade-show booth design, everything from style and image to product display—even how the attendees are treated—has an impact on whether an exhibit reinforces the brand or undermines your efforts.
Corner Pocket
Less-than-stellar trade show booth locations are inevitable—after all, not every lottery goes in your favor. But that doesn’t have to mean that those booths tucked away in the back corner can’t draw big crowds too.
Class It Up
Using materials that give your trade show exhibit an upscale, polished appearance can be an easy way to communicate the sophistication of the brand.
Microsoft Channels High Energy Tactics To Drive Traffic
To reinforce its commitment to its 5,000-plus worldwide partners, Microsoft held a four-day conference at the Minneapolis Convention Center with keynotes from top executives, 130-plus breakout sessions, hundreds of hands-on labs and demos, networking opportunities, and awards ceremonies.
Fidelity Reaches Consumers Through Concert Tie
Fidelity’s link with, arguably, the baby boomer icon was the foundation of what became unquestionably one of the most successful entertainment sponsorships in recent memory. When it was over, the company’s sponsorship of Paul McCartney’s 2005 concert tour had generated hundreds of millions of dollars in new and incremental business.
How Verizon Leveraged Grammy Buzz For V-Cast Launch
Getting Los Angeles to stand still is a next-to-impossible task. But that was the goal for Verizon Wireless, which was seeking to leverage all of the hullabaloo around the Grammy Awards to generate attention for its V Cast digital content delivery service.
Samsung Communicates Story Through Design
Samsung needed to best the rest at the International Telecommunications Union show in Geneva, and to do so, they needed an exhibit that would be different and engaging.
Tech-EM Chats With Broder Brothers' VP-Marketing
Tech-EM takes a deep-dive into Broder Brothers' marketing department. We chat about ROI, proprietary events and the power of event marketing.
Branching Out
How exhibitors extend their presence beyond trade show floors
Balance Beam
Tips for making a trade show presentation entertaining but relevant
Jan. 10: Hitachi Dances at CES Vid
Hitachi choreographs a musical show at its CES booth using... its own product.
Jan. 7: Microsoft Drives at CES
Video download from Tech-EM’s camera crew: Microsoft brings new Synch unit alive with a car-packed immersion showcasing its newest push into automotive technology.
Motorola's Green at CES
Motorola's CES booth has all the elements of a Class A experience, including this greenscreen effort, which allows attendees to step inside Moto technology and experience the entertainment features of the company's phones.
AOL Opens CES Doors
AOL, one of the original off-the-show-floor experiences at CES... is back. At the '08 CES in Las Vegas, AOL took one more dive into the realm of interacting outside the convention center show floor.
Go Inside CES
A Q&A about what’s new, trends and more with CEA’s Dan Cole
Lessons from Auto
Tech-EM sits with General Motors General Director of Marketing Jim Moloney
Outside The Tech Bubble
Chase VP-Marketing Linda Skelcy gives Tech-EM readers an event perspective from the financial-services category
Smart shipping of trade show components
If you thought shipping your event components to your site was the hard part of getting them there, think again. It’s what happens on the receiving end that really can put kinks in your plans.
What You Can Learn From: Symantec
Symantec had “tunnel vision” when it introduced its newest tools, technologies and techniques to IT professionals and executives attending Vision 2006. Its media-rich conference environment featured a walk-in tunnel that mapped graphic animations three-dimensionally on all surfaces. As attendees progressed through the tunnel, live animation sequences zipped across the screen walls while a specially created soundtrack throbbed throughout the room.
What You Can Learn From: Nokia
We can never remember whether it’s love or music that’s referred to as the international language. Either way, Nokia set out to incorporate both as part of a big ol’ New Year’s Eve event
What You Can Learn From: Mountain Dew
Employees jump in for major sampling effort