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How Brands Can Successfully Market Themselves at SXSWi: Be Useful

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Some 30,000 people will attend South by Southwest Interactive this year. It’s a safe bet that none are hoping to be hectored with marketing messages.

On the other hand, SXSWi has dozens of sponsors, including eight “super sponsors” that are paying in the six-figure range to get in those attendees’ faces. Is there any middle ground?

Scott McNearney thinks so. McNearney, the sponsorship chief for SXSWi, says he believes all the sponsors should add to the experience, not disrupt it. “I’m always pushing brands to enhance the experience,” he says. That manifests itself in two ways — helping or entertaining. Read more…

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