Event Marketer Archives - Page 2 of 88

Quiet, Fast, Sustainable: How Convention Venues Are Leveling Up

From private meeting pods to underground transit upgrades to green certifications, convention venues are raising the bar on the attendee experience. Here’s a look at what’s new at some of the industry’s busiest facilities. Private Meeting Pods at Moscone and GWCC ZenSpace has installed four semi-permanent meeting pods at Moscone Center in San Francisco, giving […]

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Sampling

Experiential Marketing Trend of the Week: Wine Windows

Sometimes it’s what people can’t see that unlocks the greatest potential for engagement. The mystery of not knowing what lies beyond the veil—a sample, an interaction, a giveaway—inevitably prompts attendees to take action. And marketers are strategizing accordingly. In a nod to aperitivo culture, brands have been turning the concept behind Italy’s historic “buchette del […]

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B-to-C Events

Inside Instacart’s Creator Dinner in a Pop-up Grocery Aisle

Foodies turn to social media to discover new recipes and see what their favorite content creators are cooking up. Instacart joined the conversation with its social-forward “Cart Classics” campaign, kicking it off with an intimate dinner experience for creators and VIP guests on Aug. 6 at Chain House in L.A. The brand partnered with Taiwanese […]

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Pop-Ups

6 Dating App Events to Win Back Gen Z Users

Bumble announced that its signature rule is going away on Aug. 11. Since its founding in 2014, women have made the first move by starting the conversation with a match, but now, anyone in a match can send the first message. Bumble’s shift is a response to changing dating habits, particularly among Gen Zers, who […]

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B-to-B Events

5 Free Event and Trade Show Measurement Strategies

You can’t afford not to measure your trade show or event investment. Without data, there’s no evidence to justify them or make improvements. But measurement doesn’t have to be expensive, argues Dax Callner, founder and president of the Event Marketing Measurement Association (EMMA). “Don’t let cost be a barrier,” he says. “If you’ve got great […]

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Trade Shows

Is Your Exhibit Strategy Ready for the Buyer-First Trade Show Floor?

When US Foods realized that its 15-year-old Food Fanatics show was starting to get too “vanilla,” the food distributor decided to change its approach. For the 2025 event, it completely reimagined its show floor and invited more than 5,000 food service operators, culinary professionals and industry experts to an experience designed around the customer journey, […]

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Pop-Ups

The Brief: Billboard Houses and Diaper Rescues

This week’s hot takes on hot topics in experiential marketing cover billboard houses, wrench-themed pubs and pop-up diaper rescues.

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Pop-Ups

Experiential Marketing Trend of the Week: Wedding Bells

The bravest brands know how to cross boundaries in the most epic of ways, and this year, they’re reaching for the altar. From limited-time wedding chapels to brand ambassadors and mascots serving as officiants, adventurous and social-first couples are letting brands play a part in their “forever” story. Talk about high stakes and cakes. ESPN […]

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Festivals & Fan Cons

Lollapalooza 2026 Photo Tour: 10 Experiences from Grant Park

More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.

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Festivals & Fan Cons

Coca-Cola Activates its Largest Footprint Yet at Essence Festival

Keeping a presenting sponsorship fresh after 31 years is challenging, but with comprehensive feedback analysis, and hyper-local inspiration, Coca-Cola ensures its presence at Essence Festival of Culture is never flat.

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