FEATURE STORIES
Cyber Stumping
In case you missed it, something very interesting happened last month at Barack Obama's rally in Columbia, SC. A viral marketing event broke out. The...
Paper Trail
Here's news that hasn't hit the wires: Kimberly-Clark, the maker of Kleenex, Scott, Cottonelle, Huggies, Viva and other brands, no longer thinks of television...
PROMO'S 2008 EVENT SURVEY
Event Marketing Survey: Party Hearty
Executive summary:
Almost a third of marketers spent more on event or experiential marketing in 2007 than they did the previous year, according to Promo magazine's latest proprietary research.
The amount being spent on the events is getting more financial support, according to the data. Roughly 30% spent between $100,000 and $499,000 on events in 2007, and 27% allocated from $1 million to $5 million. Additionally, 30% now devoted a fifth or more of their total marketing budgets to event sponsorship and hosting.
And the taboo subject of ambush marketing had some startling findings: more than 30% of our respondents admitted to engaging in ambush tactics, while 26% indicated they've been ambushed while they were the official event sponsors.
Download the full report
Ambush Marketing
Sponsorship has grown up. It's multi-faceted. It's quantifiable. And it's widely acknowledged to be at the forefront of modern marketing. It is not just...
DEPARTMENTS
In the News
Viral but Virtuous
For two years now, Internet celebrity Matt Harding has been dancing around the world: rocking in Rwanda, shimmying in the Shetland Islands and blogging...
Power Chords
When battery maker Energizer wanted to add a community element to the marketing for its Energi to Go line of portable power devices (think mobile chargers...
Slap Shot
The National Hockey League is running a power play of new promotional and media moves to stir fan interest in the competitive U.S. pro sports marketplace....
Tuning In
Borders has begun entertaining customers in stores with cooking demonstrations and a book club series, all on Borders TV. Borders is not the only retailer...
Channels
On the Nose
The way to a man's heart may be through his stomach. But for Yankee Candle, the way to a shopper's wallet is through the nose. The retailer which has...
Stop and Shop
If consumers are having an easier time finding that loaf of bread or catching a sale on a favorite snack, there's a reason. It's all part of a growing...
Entertainment
Lost No More
ABC learned the hard way. The network drew 16 million viewers to its Lost mystery series in 2004. But a half million tuned out in the second year, ...
Backward Glance
Going for Gold
There's an old saying that Timing is everything, and truth be told, it really is. ...
Editor's Note
File Under Humor
Perhaps the best published satire these days is found in the free tabloid newspaper The Onion, which weekly looks at life's absurdities firmly tongue...
