Events: How Brands Can Win in the Experience Economy

We’ve said it before and we’ll say it again: we’re living in the experience economy. More than ever before, it’s about how your brand interacts with your buyer. Today's buyer craves to be intrinsically understood on a personal level and presented with solutions that seamlessly align with who they are.

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  Written by Sarah Friedman on 9/28/17 10:25 AM

4 Reasons to Use Experiential and Interactive Marketing

From the rise of inbound marketing to the advent of account-based tactics, organizations are trying to find a balance between the wide reach of online marketing and the personalized strategies that more successfully convert prospects to customers.

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  Written by Lauren Taylor on 6/5/17 4:38 PM

15 Unique Event Venues in Miami

If you're hosting a business event in Miami, your attendees will undoubtedly be tempted to skip the business meeting and head straight to the beach. If you want to appeal to your attendees, you'll need to find a way to incorporate a little bit of the South Beach vibe into your event—and the best way to do that will be with your venue

Finding a venue that meets your needs in terms of budget, location, and timeline—not to mention atmosphere and ambience—is not easy. If you're hosting a B2B event, it can be especially difficult to find a venue that's professional without being bland, and one that meets all of your logisitcal requirements but still lets you think outside of the box.  

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  Written by Lauren Taylor on 4/24/17 4:05 PM

Enrich the Event Experience: Engage Attendees with Content

This is a guest post by Jermaine Reyes, Content Marketing Manager at Uberflip

As a marketer, I’ve always approached events as an inevitability. There’s no way around them. The planning, management and execution of events is a core competency that every marketer needs to have in their toolbelt. But, admittedly, the process of planning and hosting an event is not my favorite because events feel risky. There’s little room for mistakes. And if you do make a mistake, your event’s guests and participants will notice. Beyond noticing, they’ll remember.

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  Written by Guest Post on 4/20/17 11:19 AM

Best Practices for Sales-Led Events

Marketing and sales alignment is important for the overall function of any organization, and it’s especially important if you’re hosting a revenue-driven event. Successful events have the potential to seriously impact your organization's bottom line—so it only makes sense that both marketing and sales teams should be involved in its planning.

Marketing events come in many shapes and sizes, however, and the goal of different events will help determine the extent to which both the marketing and sales teams should be involved in its organization. If you’re hosting an industry conference and are interested in growing your company’s thought leadership, for example, your marketing team should be tasked with planning a majority of this event. Read More...

  Written by Lauren Taylor on 4/6/17 1:56 PM

15 Unique Event Venues in NYC

No matter the size of your event, finding an ideal venue is difficult. Even in New York City, where events are frequent and venue spaces are scattered throughout the city, finding one that meets your needs in terms of budget, location, and timeline—among many other preferences—is not easy.

If you’re hosting a B2B event, this can be especially difficult. You’ll want to find a venue that’s professional without feeling like a hotel ballroom, and a venue that meets all of your logistical requirements without sacrificing personality or charm.

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  Written by Lauren Taylor on 4/4/17 1:54 PM

How to Plan the Right Content for Your Event

This post was originally published on Attend by Event Farm's blog and was written by Garrett Huddy. 

Planning an event is complicated. From finding a venue and caterer to inviting and engaging with potential attendees, a lot of moving parts need to come together if you're going to host a successful event—and thinking through every detail and logistic is necessary and important.

One of the most important elements of any B2B event, however, is its content. While "event content" is often used to refer to the content that is used to promote events and provide post-event recaps, the type of content this article discusses is the content that is presented at your events. Whether it's educational thought leadership, an executive panel, or a well-known guest speaker, your in-event content is going to be a big driver of attendance and value for your attendees.

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  Written by Lauren Taylor on 3/30/17 12:38 PM

How Mashable Develops Award-Winning Events & Experiential Campaigns

SXSW recently wrapped up its 10 days of festival and conference after taking over the city of Austin with upwards of 70,000 attendees, 1,200 keynotes and talks, and an overwhelming number of experiential campaigns. At South by, attendees expect to be wowed, and brands push the limits of their creativity in order to deliver.

For the last six years, Mashable's "Mashable House" has stood out among the crowd at SXSW Interactive. This year was no exception, and we've got some insider info about how Mashable pulls off their experiential activations—our CMO, Alexandra Gibson, recently interviewed Natasha Mulla, the VP of Experiential Marketing at Mashable, as part of our Future of Event Marketing series.

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  Written by Lauren Taylor on 3/28/17 12:22 PM

Using Experiential Marketing to Rethink Branding

With the advent and ubiquity of social networks, search engines, and smartphones, the past decade has seen a major shift in marketing strategy. A marketer’s job is no longer to shout a message about a product at consumers, but to cater to consumers and provide them with any information they may need. In other words, a marketer’s focus used to be the product, and now it’s the consumer.

A successful marketing strategy has always included building a recognizable and reliable brand. Before the age of the Internet, this typically required organizations to come up with catchy, memorable names and slogans, and to attach well-designed logos to their marketing materials. But consumers today are inundated with 140-character messages and professional photos and images—so how do marketers ensure that their organizations stand out? Read More...

  Written by Lauren Taylor on 2/13/17 4:53 PM

How Event Pros Can Learn from Art Basel's Success

Started in the 1970s in Basel, Switzerland,  Art Basel now hosts premier Modern and contemporary art fairs in Basel, Miami Beach and Hong Kong every year. The art fair has a reputation for showing high quality work and attracting leading artists, galleries, collectors and sponsorship brands from around the world—and this week they’re kicking off their four-day Miami event.

Not only has Art Basel managed to navigate the logistics of planning an event that spans several days, but the fair has also attracted 269 galleries to showcase work by over 4,000 artists at their Miami event this year. Art Basel Miami is expecting over 70,000 attendees, and brands were clamoring to land one of the fair’s sought-after sponsorship deals during the early planning stages of the event.
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  Written by Lauren Taylor on 11/30/16 12:48 PM

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