Blog

Sephora Shows Marketers How to “Play” – and Win

The cosmetics world has been revolutionized – like everything else – by technology and new retail concepts. Gone are the days when premium cosmetics were only available in glass cases at department stores. Retailers like Sephora and Ulta allow consumers to try things for themselves in store, or receive samples with online orders. Additionally, subscription…

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The Instagram Pitch

While television, radio and print have been the traditional methods of public relations outreach, social media platforms like Instagram provide a unique way to secure client coverage. It has been reported that 90% of information transmitted to the brain is visual and visuals are processed “60,000 times faster in the brain than text.” Visuals drive…

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Events Under Construction

Event venues must constantly refurbish and upgrade in order to continue to appeal to their audiences. As event planners, we hope this process does not fall over our event dates! However, sometimes there is no way around it. Either construction drags on longer than expected or we do not have flexibility in selecting the venue…

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Opportunities and Challenges Abound for Small Businesses

While big businesses grab most of the headlines, small businesses are the cornerstone of the American economy, comprising 99.7 percent of U.S. employers, according to the SBA. Two events I’ve had the pleasure of participating in recently have brought home the power of small businesses. A group of us from Castle attended the Greater Boston…

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Spring Cleaning Tips and Tricks: Making the Most of One Day

At Castle, we can create a special event out of anything—even spring cleaning! On the afternoon of Friday, June 6, Castle shut down its offices to conduct a thorough and much needed spring cleaning throughout our office and storage area. Here are some ideas on how to turn this monumental chore into a fun and…

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5 Questions to ask at a Food Tasting

Unfortunately, most of us have eaten food at a meeting or celebration that we did not like. Maybe you thought to yourself, why on earth did the host choose this? What could they have been thinking? During the planning process, tastings may take place months prior to the actual event. To avoid attendees questioning your…

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More Bang for the Bloom

With April showers upon us and Earth Day vibes in the air, it’s time to talk flowers. Though seemingly a renewable resource, flowers can be an expensive part of any event. An arrangement’s price must account for the plants’ growth, harvest, transport, organization, arrangement and delivery to your venue. At the end of the night…

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“Changes in Latitudes, Changes in Attitudes”

Company culture has a huge effect on employee performance and the productivity of an organization as a whole. According to research conducted by the American Psychological Association, feeling valued is one of the main indicators of a worker’s job performance. Spreading an attitude of gratitude and knowing what motivates your employees is important in molding team…

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Murphy’s 10th Law: Mother Nature is a Son-of-a-Gun

We know you don’t want to think about the “what if” scenario, but it is in everyone’s best interest and safety to do so. Accounting for the instability of weather is a key factor in executing a successful outcome.

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The Importance of Mise en Place

I recently had a conversation with my husband who is a professional chef about the importance of mise en place. The French term meaning “put in place” refers to the disciplined organization of all ingredients and equipment prior to cooking. To a chef, the proper mise en place can make the difference between a flawlessly…

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