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In this paper, the author presents a number of case studies and then shares potential applications of event marketing for health, science, and technology professionals - along with the metrics and measurements used to gauge one's success. The author has taken the information learned at the summit and have summarized it in order to address all four cornerstones of event branding: 1. Building the anticipation. 2. Engaging the audience. 3. Extending the experience. 4. Magnifying the impact. They are actionable keys to the brand team's direction and the agency's execution of the event.
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