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B-to-B Marketing

For years, Business-to-Business marketing was largely viewed as a support function for the company’s salesforce. Recently, however, an increasing number of B-to-B organizations are realizing the importance of branding, cross-channel messaging, and leveraging customer insights to resonate with business decision-makers on an emotional level. The ANA and BMA shared insights, trends, and best practices from some of the world’s leading B-to-B brands.

Opening "Sponsorship" Happiness: Six Flags & Coca-Cola Sponsorship Case Study

Six Flags Entertainment, the world's largest regional theme park brand, has partnered with Coca-Cola® the World's largest beverage company for decades leading the industry with unique sponsorship innovation both in and outside its theme park properties.

Experiential Marketing: The Value of Brand Experiences

In this webinar, attendees discovered through case studies from brands such as Live Nation, New Balance and Vodafone, how experiential initiatives are used by marketers to begin or extend customer interactions in previously unimagined ways.

Experiential Marketing: The Value of Brand Experiences

In this webinar video, attendees discovered through case studies from brands such as Live Nation, New Balance and Vodafone, how experiential initiatives are used by marketers to begin or extend customer interactions in previously unimagined ways.

Where It Counts

Brands are using geotargeting technology to improve the shopper experience.

Effectively Negotiating Sports and Entertainment Sponsorships

Legal professionals from Verizon and the NFL discussed the current sports and entertainment sponsorship landscape.

Celebrity and Brand Ambassador Arrangements

Legal professionals discussed the latest developments in brand/celebrity agreements, and shared best practices for both parties.

Noise vs. Signal: The Challenges of Connecting with the Connected Consumer

McCannXBC shared the importance of brand purpose in the 21st century.

Face-to-Face Marketing Rules

eMarketing Strategy shared the reasons marketers still turn to face-to-face marketing, and provided tips for improving brands’ face-to-face efforts.

B-to-B Companies: Major Sports Sponsors of the Future?

Sports sponsorships are attracting B-to-B brands because they can tap into passion segments.

The Experience is the Marketing

Strategic Horizons shared how brands are driving business by bringing an experiential mindset to marketing.

Face-to-Face Marketing Rules

In this video, eMarketing Strategy shared the reasons marketers still turn to face-to-face marketing, and provided tips for improving brands’ face-to-face efforts.

The Experience is the Marketing

In this video, Strategic Horizons shared how brands are driving business by bringing an experiential mindset to marketing.

Being 3M

3M built a rebranding campaign on three key principles that put the customer first.

Innovation Fits Like a Glove at Rawlings

Rawlings discussed its product development process, professional athlete partnerships, and brand activations.

Being 3M

In this video, learn how 3M built a rebranding campaign on three key principles that put the customer first.

Jack Daniels Innovates with Digital and Social Media

Jack Daniels’ parent company, Brown-Forman, uses digital and social media innovation to enrich the lives of customers.

Subway's Winning with Famous Fans

In this session, attendees heard how Subway is producing and running contextually relevant sports themed creative advertising featuring Famous Fans — top performing, well-known athletes who are genuine fans of the brand.

National Grid Powers Its NHL Sponsorship to Align with Customer Passion Points

In this session, attendees learned how the energy company is utilizing hospitality for multi-tiered customer engagement, and how they are going beyond the traditional sponsorship assets of static signage.

Siemens Puts the Magic into B-to-B Sponsorships

Siemens discussed its marketing and technology partnership with Disney, and how expanding beyond conventional sponsorship activations drove business growth.

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