What You Can Learn From: Christina Perkins, vp-marketing at Putney
"The experience becomes part of their recognition of your product or brand, and hopefully supports purchasing decisions moving forward. And that it stays with them in a very positive way. "

What You Can Learn From: Kimberly Baker, director of events marketing for BAI
"We really try to listen to our customers—both attendees and our exhibitors—and come up with new and interesting [approaches.] If we didn’t have that process and we stayed stagnant, it’d be probably difficult to attract the same numbers and level of audience [as we do.]"

What You Can Learn From: Susan Campbell, Senior Director of Marketing & Partnerships, Discovery Health
"A huge thing for us is social media marketing, which I look at as virtual event marketing."

What You Can Learn From: Andrew Baum, VP-Marketing for Printroom
"My definition of experiential marketing is using marketing mechanisms and tools that draw the interested party into the products and services so that they see how it will benefit them."

What You Can Learn From: Marc Jacobs, VP-Sales and Marketing for Domino Foods
"It’s understanding who our core consumers are for each of these brands—what message we want to communicate to them, and what the different tactical vehicles we want to use to reach them."

What You Can Learn From: Mary Siemiesz, Director-Consumer Communications for Nestlé Purina PetCare
"We’re testing some new communication strategies—getting a little bit more grassroots in some cases—and we’re looking at alternatives to more traditional media."

What You Can Learn From: Bob McGrath, Trade Show Manager, Pentax
"As we reach out to cultivate relationships with our customers and dealers, event marketing increases in importance since it delivers added impact on a one-to-one level."

What You Can Learn From: Claude Prevost, Sponsorship Director, L'Oreal
"One thing is certain, I have to constantly fight internally to maintain my fair share of investment in field marketing by constantly challenging our methods and demonstrating ROI."

On the Road Again
How GE Healthcare Uses A Mobile Tour To Connect With Customers And Consumers

What You Can Learn From: Chase VP-Marketing Linda Skelcy
If marketing is to be a successful portion of your mix, it’s going to change based on trends, customer preference and other market factors.

What You Can Learn From: Heidelberg SVP-Marketing James Martin
Our industry has gone through some specific changes: the small, regional events have gone by the wayside in favor of one annual event.

Unplugged: GE Water CMO Jeff Fulgham
Go inside the evolving marketing mix at GE Water

Event-Rx Sits Down With Toshiba Medical's Head of Marketing
For Toshiba Medical head of marketing John Zimmer, branding falls at the interesection of the patient and the physician.

Event-Rx Hooks Up With Best Buy's Senior Manager, Event Marketing
Best Buy's event guru gives you a look inside the live marketing machine at one of the nation's leading retailers. A perspective every healthcare marketer will benefit from.

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