Nate DeMercurio Portfolio

It seems one brand, or non-brand, has recently stepped up marketing efforts in the endurance space. With support from fitness magazines and studies claiming chocolate milk is one of the best options for post-workout nutrition, the "Refuel | got chocolate milk?" campaign is playing out through the Milk Processor Education Program (MilkPEP) website, TV ads and viral videos, print ads and event sponsorships. Chocolate milk is now the "Official Refuel Beverage" of the Rock 'n' Roll Marathon Series, Ironman, Lifetime Run, USA Swimming, and the Challenged Athletes Foundation (CAF). The well-integrated campaign leverages these partnerships on-site at the events by offering athletes the opportunity to be selected for a sponsorship through public voting. Athletes can record videos at the events, or wherever they choose, which are uploaded and voted on the following month by the general public. Those who are selected for Team REFUEL win $500, branded training gear, an...

While roaming the aisles of last weekend's Accenture Chicago Triathlon expo, I began to notice some booths that stood out - both positively and negatively. Here are a few suggestions for improving an often-expensive booth at an event expo: Do Not : Buy a booth too large for your needs. Do : Take inventory of the amount of product, collateral, display material, etc. you have so as not to waste money on a 10' x 20' booth space when 10' x 10' would suffice. Do Not : Have a blank background at your booth. Do : Get a banner, a sign, a complicated and expensive backdrop contraption...anything! Do Not : Hire temporary staff stuck to a chair. Do : Find a temp staff agency that has a reputation for supplying outgoing, personable people. Have a client representative or someone on site that can evaluate quality and determine if objectives are being met. Booth spaces are expensive and so is the opportunity cost of a poor set up or execution. Possibly hire extra staff so everyon...