Event Marketer Archives - Page 2 of 65

Inside Cannabis Brand Spherex’s Community Skating Event Strategy

Cannabis brand Spherex has found a lot of success leaning into activity-based events—a strategy Katie Mattox, vp-marketing, says was “partially intentional, partially by accident.” After hosting a roller-skating party inspired by the release of a Taylor Swift album a few years ago, Spherex discovered that its community enjoyed skating and wanted more. Around the same […]

From

B-to-C Events

Think Pink: A Preview of the First-Ever Barbie Dream Fest

Physically, much of the country is battling winter weather, but mentally, Barbie superfans are already in sunny Florida basking in the glow of the first-ever Barbie Dream Fest. Indeed, the countdown is on for the Fort Lauderdale-based event, to be hosted March 27-29 at the Broward County Convention Center. The festival, billed as the “ultimate” […]

From

B-to-C Events

Hide and Seek: Seven Ideas for Leveraging Experiential Easter Eggs

When it comes to engaging entertainment buffs, incorporating experiential easter eggs into fan activations has become non-negotiable. Not every attendee will notice or understand a brand’s subtle references to its IP, but the superfans most certainly will—and they’re actively seeking them out. Following are seven ideas for playing hide and seek. 1. HOTLINES For […]

From

B-to-C Events

Checklist: 10 Tactics for Building Blockbuster-Worthy Entertainment Experiences

Headline-making activations don’t appear out of thin air. Event marketers leverage a host of tactics and fan traditions to ensure their entertainment experiences slice through an oversaturated landscape.

From

B-to-B Events

Best of B-to-B: Five Event Tactics That Generated Love and Leads in 2025

Between budget restraints, tariffs, shifting trade policies and AI everything, it’s been one hell of a trip around the sun for b-to-b event marketers. But this industry always rises to the occasion, and the meetings, conferences and exhibits delivered in 2025 were no exception. With 2026 just around the corner, we rounded up some of […]

From

B-to-B Events

Experiential in Color Mentorship Q&A: Sofia Figueroa and Felicia Kelly

Even though mentor Sofia Figueroa is based in Miami and mentee Felicia Kelly is based in Durham, NC, the distance didn’t stop this pair from forming a strong relationship rooted in curiosity, determination and an openness to learn from one another, particularly because both come from different sides of the event industry.

From

B-to-B Events

Watch: EventTrack 2026 Research Study—The Big Takeaways

EventTrack 2026, the largest and most comprehensive, multi-audience annual research report on experiential marketing, is here. Check out our overview of the most consequential data from the study with our global research partner, Sparks. (Download the report here.)

From

B-to-C Events

The Brief: Sandcastle Restaurants and Meme Galas

This week’s hot takes on hot topics in experiential marketing cover sandcastle restaurants, pop-up orchards and the Betch of the Year Meme Gala.

From

B-to-C Events

Experiential Marketing Trend of the Week: Dog-First Events

Dog-friendly experiences have their appeal, but savvy marketers are pulling on pet parents’ heartstrings with events that don’t just allow pups, but are specifically designed with four-legged friends in mind. Whether it’s colors optimized for canines’ eyes, games and challenges built to stimulate their brains, or treat zones for their enjoyment, companies are sniffing out […]

From

Trade Shows

Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026

Trade shows and exhibits are heading into 2026 with a new level of ambition—bolder storytelling, smarter tech, and deeper attendee insight. From kinetic LED architecture and themed entrances that double as sponsorship goldmines, to actually personalized experiences, to sustainability strategies with real teeth, the year ahead promises a show floor that’s more immersive, more intentional, […]

From