Industry News
Curated headlines from the trade show and exhibition industry's top publications, associations, and expert blogs. Stay current with exhibitor announcements, show openings, industry trends, and market news from across the events world. Whether you follow technology, healthcare, food, or manufacturing events, our news feed surfaces the stories that matter to trade show professionals, exhibitors, and event marketers.
The Brief: Airport Narrators and Community Baby Showers
This week’s hot takes on hot topics in experiential marketing cover community baby showers, UV laundry and the Voice of Logan. The post The Brief: Airport Narrators and Community Baby Showers appeared first on Event Marketer.
Experiential Marketing Trend of the Week: Dance Break
Dance, once popular on social media as challenge content, is thriving on short-form, algorithmic-driven video platforms. And brands this year are cutting in. From choreographed routines to interactive dance experiences, the art form is serving as a vehicle for storytelling and connection. Let’s…
Sephora and Kohl’s Bring ‘Rush Ready’ Beauty Pop-Ups Back to Campus
While the RushTok phenomenon has been dominating campus activity and social media feeds, brands have been finding relevant ways to insert themselves into the cultural movement and do some recruiting of their own. The post Sephora and Kohl’s Bring ‘Rush Ready’ Beauty Pop-Ups Back to Campus appeared…
After 125 Years, Jergens Taps Gen Z Trends and Aesthetics to Power its Brand Refresh
In the age of serums, potions and extensive beauty routines, a brand like Jergens can’t just lean on a rich legacy. So, for its 125th anniversary, Jergens staged a refresh with a vibrant tour that targeted Gen Z hotspots and let influencers and its target consumers in on the new logo unveiling. The…
Register now for the 2027 Experiential Marketing Summit! Sign up early to save.
Join 1,000+ brand marketers and event industry professionals at the only conference focused solely on live experiences April 27-29, 2027 at the MGM Grand Las Vegas. Produced by Event Marketer and now in its 25th year, EMS offers the largest brand-side speaking faculty of its kind. Each year,…
The Brief: Hydration Officers and Beauty Schools
This week’s hot takes on hot topics in experiential marketing cover Hydration Officers, spine-tingling chain reactions and Beautycon University. The post The Brief: Hydration Officers and Beauty Schools appeared first on Event Marketer.
3 Tips for Activating Within Immersive Tech Venues
For the U.S. debut of its Muse and Island Sun scents, the Middle Eastern fragrance house Khadlaj recently took over the Arte Museum in Las Vegas, inviting guests on a multisensory journey of the environments that inspired the products. Inside, the two fragrances were split into their own worlds.…
Our Top 5 Experiential Trends from Dreamforce 2026
The park rangers are gone, and so is the canoe. Dreamforce 2026, Salesforce’s annual flagship user conference in San Francisco, still had the camp vibe, but felt more like a reunion before a space launch. On the ground at Dreampark, we discovered how AI innovation is inspiring an evolution in the…
How Outdoor Retailer 2026 Took the Show Outside
On the final morning of Outdoor Retailer in Minneapolis, dozens of participants and volunteers gathered at Theodore Wirth Park for the inaugural 57hours Adventure Race, a 90-minute orienteering course built with the Minnesota Orienteering Club and supported by The Loppet Foundation. As OR attendees…
Experiential Marketing Trend of the Week: Curated Marketplaces
Events today are destinations, where learning, connection and commerce converge. And while shoppable event experiences aren’t anything new, we’ve got our eyes on how these spaces are serving as storytelling engines. Let’s take a look at the ways event marketers are curating a little retail therapy…
Beyond Wellness: 5 Ways Trade Shows and Events Show They Care
It wasn’t that long ago when goat yoga on the trade show floor was the g.o.a.t. Seeing your boss doing an upside-down dog at 6 a.m. was somehow a healthy thing to do. And bailing out on dinner because your sensory overload was real and you couldn’t deal with your colleagues anymore was plain rude.…
Top Experiential Moments and Brand Collabs from New York Fashion Week
Try as we might, we couldn’t get our hands on Burger King’s Le Nugguette, a limited-edition nugget-sized purse with a dipping sauce charm. The brand released 100 micro-bags daily for $3.99 (the same price as a 10-piece chicken nugget order) from Sept. 12-16, and it sold out within seconds. The…
How Edgard & Cooper’s ‘Pet Holiday Calendar’ Influences its Event Strategy
When Edgard & Cooper carved out a plan to reclaim the “soul” of its company, it leaned into its core belief that pets deserve the best, and that the relationship between animals and their humans should be celebrated. The post How Edgard & Cooper’s ‘Pet Holiday Calendar’ Influences its Event…
Survey Says: How One Event Turned AI-powered Feedback into Action
What if you could talk about your event experience with an AI agent on your cab ride to the airport? For its 2026 Spring Summit, Builder Innovator pivoted from its traditional survey strategy to using AI-powered surveys and conversational AI agents, powered by Marcus AI. For a hosted-buyer…
Three ROI Clocks: How One Brand is Making 2027 Budget Decisions
When Ashley Incardone began planning the 2027 event calendar, she faced a familiar measurement problem: The invoices for this year’s events had already arrived. Their full return, in many cases, had not. Incardone, director of corporate marketing for Marketbridge, calls this the event ROI trap:…
The Brief: Cat Bodegas and Cinema Lavazza
Five Things to Know This Week This week’s hot takes on hot topics in experiential marketing cover cat bodegas, scientific mobile tours and Cinema Lavazza. HomeGoods Drops Some ‘Real Big Deals’ (and Installations) in Chicago If you’ve ever wanted to fry 800 pounds of chicken at once, Chicago’s…
Experiential Marketing Trend of the Week: Analog Escapism
Adults across the board are battling burnout and digital fatigue. And now they’re powering down. According to a Hasbro study of 10,000 people globally, 80% of Gen Z and millennials report feeling worn out, a trend that is driving demand for analog, hands-on creative outlets that allow adults to…
7 Film and TV Marketing Stunts That Went Viral This Summer
Indie horror movie “Buddy” has struck social media gold with its fluffy orange unicorn character “from a magic land” (as the catchy theme song goes). From causing chaos at movie theaters to leading a Killer Fitness workout class to advertising free hugs by the Santa Monica Pier, Buddy has been…
Roots, Reach and AI: Inside 2026 Outdoor Retailer’s Minneapolis Reboot
With over 40 years as a top gathering space for the outdoor industry, Outdoor Retailer 2026 banked on its new Minneapolis location to deliver an experience that would excite retailers and brands in a rapidly changing landscape. Owned and produced by Forge, the show brought more than 1,800 attendees…
From Inbound to Unbound: Inside the Rebrand of HubSpot’s Flagship Event
After 15 years operating as Inbound, the annual show has been rebranded as Unbound, a shift HubSpot implemented to keep pace with a rapidly changing business landscape, and its own evolution from marketing platform to “agentic customer platform.” The post From Inbound to Unbound: Inside the Rebrand…