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Selling It In: How to Get Company Execs And Employees to Sign on for the EBC

Selling It In: How to Get Company Execs And Employees to Sign on for the EBC

The true power of the Executive Briefing Center as a marketing and sales platform lies in the fact that it often brings together representation from multiple internal groups to provide the customer the most in-depth, informed presentation possible. Although the marketing team might be the department most involved with getting the EBC up and running, the

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Show Stopper: 3M Pushes the Experiential Level With Its World of Innovation

Show Stopper: 3M Pushes the Experiential Level With Its World of Innovation

Succinctly and effectively communicating the depth and breadth of a $20+ billion company that offers 50,000 products, while educating and enlightening visitors to 3M’s people, business processes and technologies was no easy task, but 3M’s strategic team came up with the perfect solution. The World of 3M Innovation is a business-ba sed environment that takes guests down

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Pick Your Flavor: The Top Two Pop-Up Environments

Pick Your Flavor: The Top Two Pop-Up Environments

Pop-Up experiences are characterized not only by their affordability and their high impact, but also their versatility and flexibility. There is no steadfast rule to the theme, size or scale of a Pop-Up. More often than not, a concept is morphed to fit a desired location. We’ve seen Pop-Ups range from invitation-only events for VIP

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Landing Gear: Boeing Uses a 30,000 Sq Ft Customer Experience Center to Bring Prospects Event Closter to Its Brand and Products

Landing Gear: Boeing Uses a 30,000 Sq Ft Customer Experience Center to Bring Prospects Event Closter to Its Brand and Products

Face-to-face engagement is getting big play across the entire marketing mix at Boeing these days, and it’s paying off. The old-school sales approach of inviting prospects to watch presentations and look at mock-ups has literally been thrown away, replaced by a high-tech, all-touch Customer Experience Center that goes leaps and bounds beyond traditional sales demos. Upon

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On the Record: Briefing Bites from Top EBCS

On the Record: Briefing Bites from Top EBCS

Name: Candace Mailand Title: Manager-3M Innovation Center Company: 3M You pushed into the realm of EBCs because… We have a number of customer technical centers throughout the world, but we didn’t have one here in the United States. Forty percent of our operations are here, and it didn’t make sense that we didn’t have a place where we

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Opening Doors: On-Site Tips for What Works & Why

Opening Doors: On-Site Tips for What Works & Why

A successful EBC attendee experience requires a variety of elements coming together to create an experience that impresses the customer and moves the dial on business. Three points to keep in mind when you’re building the strategy for successful EBC visitor interactions: Framework. Although every presentation at the EBC should be created specifically for the visitor,

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Seven Keys to Creating Best-in-Class EBCs

Seven Keys to Creating Best-in-Class EBCs

In addition to being a significant investment that requires a great deal of internal support, both the initial design and execution of the EBC and the ongoing support of the center can require a greater allocation of time and money than many other marketing initiatives. Here are seven key things to keep in mind when

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EBCs: Marketers Leverage Executive Briefing Centers to Engage Customers and Prospects in More Intimate Environments

EBCs: Marketers Leverage Executive Briefing Centers to Engage Customers and Prospects in More Intimate Environments

EBCs have been leveraged for years, but never by so many companies and never at this level: The latest crop are high-tech, engagement-based environments that literally stamp an indelible brand on visitors and immerse guests in the total corporate experience. “The EBC is the bull’s- eye of the brand experience,” says Jane Hawley, senior vp

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INSIDE FANFEST: Super Bowl

INSIDE FANFEST: Super Bowl

Maxim magazine can sure throw a party. During the Super Bowl it celebrated the game Texas-style with The Maxim Party State Fair powered by Motorola Xoom on Feb. 5 at Centennial Hall at Fair Park (home of the annual Texas State Fair). The party was peppered with fair-themed activations on the midway sponsored by participating

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INSIDE FANFEST: Daytona 500

INSIDE FANFEST: Daytona 500

NASCAR events are a big deal for Ford whose research shows that out of 75 million fans of the sport, four million of them attend the races every year. The research also shows that 39 percent of them are new “car intenders,” meaning they’re people that are in the market for a new car. To

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Get caught up on the big trends of 2017
Get caught up on the big trends of 2017

From secret spaces to empathy VR, explore the top experiential marketing trends.

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The Best Way to Stand Out at a Trade Show
The Best Way to Stand Out at a Trade Show

With over 2,400 exhibitors, 115,000+ attendees, and nearly 1.5 million square feet of space, it’s safe to say the International Manufacturing Technology Show (IMTS) is a very busy place. So, standing out from the crowd in such a large trade show venue is no easy feat—but Mazak Corporation did just that.

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SHHH… SPEAK EASY: BUILDING A ONE OF A KIND BRAND ACTIVATION FOR BRASS KNUCKLES
SHHH… SPEAK EASY: BUILDING A ONE OF A KIND BRAND ACTIVATION FOR BRASS KNUCKLES

Crazy ideas are the name of the game here at Acme.

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Acme: Pioneering The New Age of Mall Tours
Acme: Pioneering The New Age of Mall Tours

The History of the Mall Tour Marketing Campaign Contrary to popular belief,

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