Trade Shows
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B-to-B Events
How Brands Honored People in Exhibit Designs at ASCO 2026
From precision medicine to cell therapy and advanced diagnostics, oncology is rapidly evolving, improving patient outcomes and bringing hope. At the American Society of Clinical Oncology (ASCO) 2026 Annual Meeting, which took place at McCormick Place in Chicago May 29 through June 2, science was paramount but another narrative was just as important—celebrating patients, clinicians […]
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B-to-B Events
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
In this episode, Sylvia Lopez-Navarro of Kia discusses how brands are building real emotional connections with audiences, and what that actually looks like in practice.
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Trade Shows
2016 Rewind: Looking Back at What Our B2B Dream Teamers Were Talking About a Decade Ago
At the beginning of the year, 2016 made a resurgence on social media, as users became nostalgic for the music, fashion, memes and Instagram filters of the time. Now, it’s our turn to look back. 2016 marked the first time that Event Marketer focused its annual Dream Team recognition program on event marketers from the […]
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B-to-B Events
Dream Team Tips: Designing Trackable Pipeline, Avoiding ‘Broad-stroke’ Strategies
Every event marketer knows the feeling: You’ve built an exceptional experience, the energy was undeniable, but then comes the question, “But what did we get for it?” For b-to-b event leaders this year, that question no longer leads to an event after the event—because they’ve already engineered the answers in. From trackable, curated meetings that […]
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Trade Shows
EMS 2026: Seven Takeaways for Trade Show Exhibitors and Their Partners
The 24th Experiential Marketing Summit brought more than 1,000 brand marketers and event industry professionals to the MGM Grand Las Vegas, May 18-20, for three days of inspiration, deep dives, and play under the theme “Human Connection in the Digital Age Starts Here.” From fast-paced creative challenges to brain dates with peers—and, of course, candid […]
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Trade Shows
Guest Column: You’ve Been Told ‘This is Just How it is.’ It Doesn’t Have to Be.
You’ve been in that meeting. You raise a concern about material handling rates that have climbed for the third year in a row. You ask why electrical outlet costs just jumped nearly 20% with no explanation. You point out that the exhibitor manual doesn’t define what “special handling” actually means, but somehow you were charged for it anyway.
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B-to-B Events
Complex Messaging, Outstanding Designs: Our Top 10 Exhibits at ASCO 2026
The American Society of Clinical Oncology (ASCO) 2026 Annual Meeting brought together more than 40,000 professionals at McCormick Place in Chicago May 29 through June 2 to explore the latest advances in cancer research, clinical practice, and innovation. Exhibiting at a medical congress comes with a unique rulebook. Commercial and medical affairs functions must remain […]
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B-to-B Events
How Square Leveled Up the Fun at the 2026 National Restaurant Association Show
You hear it all the time: “Trade shows are no fun.” Square disagreed. For the 2026 National Restaurant Association Show, which took place May 16-19 at McCormick Place in Chicago, the brand activated the “Surprise and Delight” sponsorship during the busiest moments just before the doors opened with a skate show and mini-troopers falling from […]
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B-to-B Events
Field Report: How Brands Built Connection at Licensing Expo 2026, Starting with the Badge
Just as the Experiential Marketing Summit was bringing inspiration to brand marketers, across the Las Vegas Strip, brands were finding new avenues for fandom at Licensing Expo, which was taking place May 19-21 at the Mandalay Bay Convention Center. The 2026 edition brought together about 12,500 industry professionals and a record 400 exhibitors, representing IP […]
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Shopper/Retail
Martha Stewart Shares Marketing Tips To Stay Relevant
In her keynote address at Salesforce Connections, Martha Stewart discusses taking risks, trying new technology and authenticity as a way to stay relevant across generations.
