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Watch Now: Celebrating 7 Female Powerhouses for International Women’s Day

By Katherine Zimoulis


  • Women in events are making huge strides for the industry
  • See Event Marketer B-to-B Dream Team and Trade Show Executive Trailblazers in action

There has been a powerful movement underway for over a century.

It’s a movement that brings together women from around the world to rally for rights, protest injustices, and celebrate the achievements of other women.

It’s a movement that is blind to race, country, language, political affiliation, and socio-economic background.

For more than 100 years, International Women’s Day (IWD) has been a global day to celebrate the social, economic, cultural, and political achievements of women. This year’s theme, #BalanceforBetter, is meant to serve as a call to action for driving gender balance across the globe.

Because, as IWD explains, better balance drives a better working world.

From Hong Kong to London and hundreds of cities in between, individuals are coming together to celebrate women and strive for gender balance and equality.

At Freeman, we are fortunate to work with, employ, and be inspired by some of the most talented and insightful women in the brand experience industry. In celebration of these fierce females, let’s hear from some of them directly. Dig in to our video playlist to learn from the accomplished and engaging Event Marketer B-to-B Dream Team and Trade Show Executive Trailblazers.

Natalie Knopp, Kashi, 2018 B-to-B Dream Team

Learn about Kashi’s “minimize to maximize” strategy to support organic farmers, its dedication to creating meaningful brand experiences for consumers, and how food can create positive change in the world.

Helen Stoddard, Twitter, 2017 B-to-B Dream Team Captain

Watch as Helen shares her perspective on the secret ingredient to brand experience success: storytelling. Because when you start with a clear message that's emotional, truthful, and real, you create an organic connection that you can't get anywhere else.

Colleen Bisconti, IBM, 2016 B-to-B Dream Team

Discover why data may just be the most critical thing event marketers have at their disposal and how it helps better engage audiences in personal ways. Because according to Colleen, better data leads to more customized brand experiences for her audiences.

Melissa Schilling, NSSF, 2018 Trailblazer

Learn how Melissa & the NSSF (National Shooting Sports Foundation) aim to attract targeted attendees for its annual Shot Show. NSSF understands that when exhibitors have a voice and feel supported, the event succeeds. Open communication ensures both exhibitors and attendees have a more productive and satisfying experience.

Jane Culcheth Beard, HP, 2017 B-to-B Dream Team

Watch and learn how HP creates brand experiences that are emotionally connected and relevant to audiences in different parts of the world. Listen in as Jane shares her perspective on why customer engagement should always be done at the local level, and how that leads to more authentic and meaningful experiences.

Get more from Jane in our Q&A!

Laine Mann, Pfizer, 2018 B-to-B Dream Team

In this video, Laine talks about the importance of putting the customer in the center of brand storytelling when creating successful experiences. When planning healthcare event exhibits, Pfizer uses a creative approach that considers regulatory needs and, at the same time, builds experiences that resonate with attendees to illustrate the full breadth of how Pfizer affects lives.

Erin McElroy, IBM, 2018 B-to-B Dream Team

In this clip, Erin discusses the value of creating opportunities for consumers to witness and experience changing and evolving technology at live events. These experiential moments are fun and memorable, but they also provide an important, long-lasting service: users truly understand the value of a product and how it can benefit their lives.

Get deeper insight: Read our Q&A with Erin!

If these seven ladies weren’t inspiring enough, dive into additional exclusive Q&As below:

With women like these leading our industry, #BalanceforBetter may soon become a reality. And stay tuned — the 2019 Event Marketer B-to-B Dream Team will be announced later this spring!

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