At Web 2.0 Expo, even the wheelchairs are sponsored
What do you do if you break your foot a week before your industry's largest conference?
Sam Lawrence, the CMO of Jive Software, broke his foot a week ago. He wasn't looking forward to the hassle of wheeling around Web 2.0 Expo in a wheelchair, but found a way to take advantage of the situation: He turned his buggy into a mobile billboard. A metal placard mounted on the backrest advertises his own company, and he also got two other sponsors to pay for placement, offsetting the cost of the hardware.
Now that's a solid Web 2.0 business model.