Under the Spotlight From the January 2004 Special Report on Event Marketing By the Numbers Proprietary research sponsored by PROMO shows event marketing grew exponentially in 2003—and indications are for an even better performance in 2004 Return On...What? A cadre of marketers are questioning the return on investment standard, and formulating new measures for assessing event success Scene and Heard Wouldn't you really like to know what consumers think about brand pitches at events? Researchers provide fresh insight Location, Location, Location! The real estate mantra is fast becoming the marketer's motto, as malls position themselves as premium event venues in 2004 For the entire issue

The Moving Target From the March 2003 Special Report on Event Marketing R.S.V.P.P. Retailers stage very profitable parties SCION of the Times Toyota, Honda and Chrysler go grassroots for vehicle launches Show Me The Money—and More Apply multi-dimensional measures to events Chasing the ROI Grail Short-term focus on sales results only may be wrong-headed

Other Event Stories

Lipton Tea Hikes for Health Lipton Tea will strike a healthful positioning with a summer tour and sweepstakes. The Simple Steps campaign centers on hiking, with a mobile "virtual... May 13, 2004 , PROMO Arrowhead to Sponsor The Core Tour Arrowhead Mountain Spring Water has entered into a one-year sponsorship agreement as the "Official Water" of the Core Tour, a nationwide action sports... May 4, 2004 , PROMO YM Magazine Presents Ocean Pacific's Girls Learn to Ride YM Magazine will serve as the new presenting sponsor for Ocean Pacific's Girls Learn to Ride series. The teen magazine will provide marketing support... Apr 20, 2004 , PROMO Xtra Volvo and Virgin Team to Promote Music and Cars Volvo Cars of North America and Virgin Entertainment Group, North America will put the spotlight on musical artists and the new Volvo S40 at tours to... Apr 20, 2004 , PROMO Xtra Celebrity Chefs Cook Things Up at Simon Malls No longer just a venue for teen events, Simon Malls will bring in celebrity chefs from the Food Network and PBS to appeal to the tastes of its more sophisticated... Apr 15, 2004 , PROMO Xtra Dentyne Hits College Campuses Cadbury Adams USA representatives will be rewarding students seen carrying Dentyne Fire or Dentyne Ice gum at or near 25 college campuses over a two-week... Apr 13, 2004 , PROMO Xtra PlayStation2 Presents Fourth Annual Dual Play Tour Sony Computer Entertainment America and House of Blues are bringing back the PlayStation2 Dual Play Tour beginning Friday with the music of world renowned... Apr 8, 2004 , PROMO Xtra Sugar Ray and Kia Spectra Gear Up for Summer Concert Tour Kia Motors America plans a concert tour and reality TV show, with pop rock band Sugar Ray to support the launch of the 2004 Kia Spectra. The core of... Apr 8, 2004 , PROMO Xtra POWERade To Present Hoop-It-Up POWERade has been named the exclusive presenting sponsor of the annual Hoop-It-Up National Tour this year, a three-on-three amateur basketball tournament.... Apr 8, 2004 , PROMO Xtra Midori Tours the Country Looking for an It Girl Midori has begun a search for the hippest, trend-setting girl in America: the It Girl. Apr 8, 2004 , PROMO Xtra Event Marketing: Street Smarts U.S. marketers spent an estimated $152 billion on event marketing in 2003, up about 15% from the year before. Spending will rise another 15% to 20% in... Apr 1, 2004 , Promo Coke Debuts Mall Lounges Coca-Cola Co. has launched Coca-Cola Red Lounges targeting teens in malls in Illinois and Los Angeles. Lounges opened earlier this month in Chicago-area... Dec 18, 2003 , PROMO Xtra A&E Network Launches Nationwide Campaign A&E plans to hit New York, Los Angeles, Chicago, Philadelphia, San Francisco, Washington, DC, Boston and Miami nationwide this month with street teams... Dec 9, 2003 , PROMO Xtra The N Network Kicks-off Mall Tour The N, Nickelodeon's nighttime network for teens, this month takes its new series Real Access on a five-city mall tour. The Real Access Mall Tour... Dec 2, 2003 , PROMO Xtra Campbell's Samples its Soups in Malls Campbell's Soup Co. is stopping in cities across the country to offer samples of its Campbell's Select soups. The tour hits 24 malls in 18 cities where... Nov 11, 2003 , PROMO Xtra Lego Hosts Ornament-building in Mills Malls The Lego Co. teams with mall developer Mills Corp. for a holiday promo that launches Nov. 29 with a "Build an Ornament" fundraiser to benefit Habitat... Nov 4, 2003 , PROMO Xtra Children Take Over Times Square Nov. 8th On Nov. 8 from 10 a.m. to 4 p.m. children of all ages will have full reign of Times Square. For the first time, area businesses have joined together... Nov 4, 2003 , PROMO Xtra VW and W Hotels Partner to Promote Phaeton Volkswagen of America and W Hotels are guests a chance to test drive the new Phaeton from VW. The promotion, Get Behind the Wheel, began Monday and... Oct 30, 2003 , PROMO Xtra Sony Ericsson Uses Celeb Hook to Push 'Mobile Imaging' It's a phone. It's a camera. It's a PDA—no wait, it's the latest generation of mobile phone cameras. To perk up consumer interest in these all-in-one... Oct 16, 2003 , PROMO Xtra KOOL Kicks Off 15-City Tour The KOOL brand is once again hosting its national spades card tournament. The 15-city tournament, Play On The House Spades Slam, attracts spades players... Oct 9, 2003 , PROMO Xtra