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When Robyn Davis “fell into” events, she started taking note of what worked and what didn’t in trade show environments and booth interactions. Her aerospace engineering background and problem-solving mindset helped her develop frameworks for exhibitor success, ultimately leading Davis to become a trade show trainer, consultant and speaker through her company, Exhibitors WINH. Now, she’s sharing insights and strategies gathered over nearly 17 years in the business in her newly released book, “Exhibit...

Five Things to Know This Week This week’s hot takes on hot topics in experiential marketing cover community baby showers, UV laundry and the Voice of Logan. Logan Airport is on the Hunt for Someone Who Speaks Fluent Boston Event profs know all about the Voice of God. Allow us to introduce you to the Voice of Logan. Boston Logan International Airport, that is. Starting in mid-November, a Massachusetts resident with a “distinctly Boston” sound that “captures the spirit” of the state and New England...

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 cha-cha-cha into this moving tactic. Adidas wowed attendees at the launch event for its Originals Sport collection in July with a vertical dance performance by BANDALOOP on the side of a skyscraper. Showing...

The brands’ Beauty Bodega hit 3 universities, targeting RushTok recruits within 5 miles of a Sephora at Kohl’s location 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. Sephora and Kohl’s jumped into the action last year with a Beauty Corner activation at three universities to help “PMNs” (potential new members) look and feel their best...

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 Jergens Joy Club Tour hit Orlando, FL; Atlanta; Nashville; Wildwood, NJ; Chicago; and Santa Monica, CA, strategically timed to activate around a nearby music festival, event or beauty community, like CMA...

Five Things to Know This Week This week’s hot takes on hot topics in experiential marketing cover Hydration Officers, spine-tingling chain reactions and Beautycon University. The ‘Class of 2026’ Gets Schooled at Beautycon University Class was in session and campus was buzzing over the weekend—not at your typical college, but at the inaugural Beautycon University in L.A. On Sept. 19, beauty “students” arrived at Rolling Greens to learn from some of the industry’s most influential artists, creators...

Five Things to Know This Week This week’s hot takes on hot topics in experiential marketing cover custom Cat-lectibles, nostalgic food courts and Kitchen Witch trends. Etsy Plants a Creative Village at the Daisy Chain Fields Festival Oliva Rodrigo’s Daisy Chain Fields music festival has been (flower) crowned a blooming success. And that paints a rosy picture for the sponsors that attached themselves to the inaugural nonprofit show, hosted Aug. 29 in Irvine, CA, which benefited women’s and girls’...

Stan culture in music is thriving, with social media continuing to boost superfans’ ability to connect and create content, while rallying behind and defending their favorite artists. Most recently, online fandoms have transformed concert experiences into highly coordinated events, from matching apparel to handcrafted accessories to fan chants. To amp up the collective effervescence, brands are partnering with touring musicians on activations at concert venues, music festivals and beyond. Taco Bell...

Networking can be hard, especially for introverts, so Liz Lathan and Nicole Osibodu co-founded Club Ichi to welcome event professionals from all backgrounds to connect. Their social club and membership community is built around casual, conversation-based gatherings, peer-to-peer exchanges, local meetups and retreats. In this episode, Lathan and Osibodu delve into their friendship origin story and how Club Ichi has grown and evolved to support their community of more than 700 members. One of this...

Tracking activations on-site, and around New York City A record 22-day US Open tournament is underway in Queens, NY, featuring the most comprehensive event schedule and most competition days in the event’s nearly 150-year history. And that spells out ample room for brand engagement. Sponsors have flooded the 2026 tournament, Aug. 23 to Sept. 13, with events and experiences around the Billie Jean King National Tennis Center grounds, including as part of the USTA’s free Fan Week programming. Meanwhile,...