Blog

Community is everything in the brand ambassador world. In 2021, a friend’s recommendation led Vanessa Leiva to the events industry, and she’s been networking ever since, tapping connections to find the right brand ambassador gigs. “We all end up knowing each other in some way, shape or form, or working with each other. It becomes a big circle,” she says. “We all help each other out.” This episode of the “Event Peeps” podcast kicks off our Brand Ambassador Spotlight series, where we delve into the...

Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday. In fact, according to Ferrero Group’s third annual Halloween Report, 70% of Americans believe Halloween is as much for adults as it is for kids, 58% think Halloween should be a national holiday and 53% consider it their favorite holiday (the first time the figure has crossed the majority mark). Those are...

Five Things to Know This Week This week’s hot takes on hot topics in experiential marketing cover after-dark airport races, Cashmere Cabins and NFL events impacted by the protests in Paris. Nike’s Airport Runway Takeover Addresses a Collective Fear When women reach for their running shoes, several calculations have already taken place, and the question of their safety is typically chief among them—particularly if jogging in the dark is a consideration. So what would it take for women to truly feel...

The essence of aperitivo culture is wending its way into sampling experiences, offering attendees a slice of the beloved Italian social ritual of gathering for light, pre-dinner drinks and bites, and unhurried conversation, within vibrant branded settings. And a host of consumer behaviors and appetites is feeding the trend, from the rising popularity of early-evening gatherings, to the polished, share-worthy footprints, to a desire for slow-paced rituals, to an uptick in consumption moderation. Grab...

Most cannabis events are centered around trying products, according to Justin Miller, svp-brand marketing at Curaleaf, but consumers want more from brands. They want to connect with other enthusiasts, and experiential is giving them a place to build that community. Among home growers, for example, I Love Growing Marijuana’s 2024 brand survey found that 48% see community as essential, both for learning and for finding a sense of belonging. Still, it can be challenging for cannabis brands to develop...

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...