Presentations on sponsorship, branding, and reinventing an in-house corporate event department have been added to the Event Innovation Forum, a new conference at the BizBash IdeaFest at the Javits Center October 24. Chad Kaydo, editor in chief of BizBash, and Howard Givner, executive director of the Event Leadership Institute, announced speakers for these three new presentations.
Consultant Julie Cottineau, the founder of BrandTwist and the former vice president of brand at Virgin USA, will lead a session on how a brand’s DNA should inform every aspect of an event. She will lead an interactive exercise with attendees to help them to explore how to apply lessons from great brands—like Apple, Starbucks, and Virgin—in their events, teams, and companies. “True branding is more than just slapping a logo on signage and gift bags,” Givner said. “Julie will get our attendees thinking about brands in new ways, and get them brainstorming about how a host’s brand should inform its events.”
Haley Carlson, the executive director and producer of Tribune Events Group, a division of the Tribune Company, will talk about how she transformed her group from a company expense to a source of revenue. She’ll share tips for making an event department relevant and valued. “When budgets can be uncertain, it’s smart for in-house planners to make sure they’re proving their value to an organization,” Givner said. “Haley has some smart lessons for them and some good insights for planners at outside agencies who are wooing corporate business as well.”
The Event Innovation Forum will include three 90-minute sessions packed with a mix of presenters and presentation types, including success stories from cutting-edge marketers as well as insights from influential people in other fields. Registration includes access to the Event Innovation Forum, a seated luncheon and other opportunities to speak one-on-one with presenters and attendees, and a trade show floor pass.
Previously announced presenters include event designer and producer David Stark, Scott Schenker of SAP, Noelle Provencial of Groupon, Karl Vontz of the Clios, Robin Adelson of the Children's Book Council, Howard Singer of Highline Capital, and John Schwartz of EventQuest. More participants will be announced in the coming weeks.
Attendees can register for the BizBash IdeaFest and the Event Innovation Forum now at bizbash.com/ideafestny.
Here are the session descriptions for these new additions:
Making the Brand Permeate the Event: Lessons From Great Brands
Presented by Julie Cottineau,
Founder, BrandTwist
Apple, Starbucks, Virgin, and other great brands have an essence that goes far deeper than logos and advertising. Their brand attributes are baked into their companies’ DNA, imbuing everything they do. Julie Cottineau, who oversaw the branding of all of Virgin’s companies, will share her insights on the keys to building a successful brand and will lead you through interactive exercises to explore how to apply these secrets to your events, teams, and companies.
How I Made My In-House Event Department Indispensable
Presented by Haley Carlson,
Executive Director & Producer, Tribune Events Group
Haley Carlson joined the Tribune Company in 2007 to run its events department, but quickly set about transforming her group from a company expense to a source of revenue. She recreated one of the its largest public events to be a revenue generator, added sponsorship responsibilities to her duties, and turned an unused piece of company real estate into a for-profit event venue. Carlson will share her strategies for changing your approach to your job, to make your department and yourself more relevant and valued by your employer.
