Articles in Event/Experiential Agencies

Two Pop-Up Case Studies: Ashworth & Palm

The Ashworth Gallery Pop-Up opened in NYC for 10 days during the US Open, including US Open interviews broadcast live from the venue, a retail component, as well as an evening VIP event.... Read full article

Experience Design: Tips for Creating an Influential and Visual EBC Environment

First impressions mean everything, and EBCs are no exception. The environment that you design for briefings is representative of the company, its message, its values and what it can do for its key clients.... Read full article

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.... Read full article

Temporary Brand Immersions: Connect with Consumers Where They Live, Work & Play

One day, it's an empty space. The next, it's a beehive of activity. Then, just a week or two, or a month or two later, it's gone. It's called a Pop-Up Experience, and it is a growing form of alternative media.... Read full article

Pop-Up Interview with Meredith Silbreg of Taylormade-adidas Golf

The 2009 US Open was being held in Long Island, NY, so we selected a space in Manhattan for our Ashworth Pop-Up art gallery.... Read full article

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...... Read full article

On the Record: Briefing Bites from Top EBCS

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 could bring our customers. ... Read full article

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...... Read full article

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

As prospects have less time to attend traditional trade shows and customer summits, and as brands press on to create quality time with prospects away from the eyes of competitors, EBCs fill the void.... Read full article

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...... Read full article