Tactics
Play to win the hospitality game
Ahead of a big summer of sport, businesses aim to use corporate hospitality to derive maximum value from their connections
The people's party
Designing staff and customer events to be truly memorable, as well as cost-effective, requires creativity and careful consideration of what guests really want, says Morag Cuddeford Jones.
Scoring that customer satisfaction goal
Six experts tell Michael Barnett how consumer feedback is measured, what methods are used and how it influences their businesses.
Here comes the summer festival plan
Six senior marketers give advice on how to make the most of this summer’s bumper crop of festivals. David Burrows finds out about the best field marketing and festival activation.
How new tech can deliver more consumer insight
New techniques are revealing valuable pieces in the puzzle of how consumers truly use and interact with brands rather than what they tell researchers.
Free samples still best way to win friends
As more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
Brand values take top spot on Christmas party list
Want to get more bang for your buck this Christmas? Use your most valuable assets to buy into the party spirit.
Netting maximum brand value from voucher sites
There are more than 200 voucher code websites in the UK for brands to use. But careful targeting and a considered strategy are needed to get the most from them.
Time to act out of your comfort zone
Outdoor event organisers are facing up to the challenges of an overcrowded market, competition from unofficial providers and a new anti-bribary law.
Join the dots to see the full insight picture
The role of the brand researcher is evolving into one that gathers data from diverse parts of the business and turns it into actionable insight to fulfil company objectives.
All roads to improvement start at insight
Whether it is Sky looking for differentiation, or More Than setting out to improve customer service, the mantra from all brands at our 1-2-1 Research Summit was ’insight’.
Live shows deepen the brand experience
Live events are arguably the ultimate brand experience. Indoor shows lend themselves to television or magazine extensions, allowing viewers to immerse themselves in their favourite media brands, while trade shows are expert in getting deals done between visitors and those selling their wares.
Two tribes live together in perfect harmony
Marketing Week’s roundtable in association with Sony Music asks if brands are making the most of their music marketing partnerships. By Morag Cuddeford-Jones
Turning crowd pleasers into brand builders
A growing number of brands are moving on from the traditional sponsor function and adopting the role of entertainer at live events. The result is a better engaged and loyal fanbase.