Latest
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.”
Featured
Partner Studio
Trends Shaping Experiential for Today’s Most Passionate Audiences
Fandom is no longer just a consumer phenomenon; it's a brand strategy. In this panel, we dig into how today's most passionate audiences are reshaping the experiential playbook, and what it takes to show up in a way that builds community, earns media and keeps fans coming back—from Audible's 2,400-person San Diego Comic-Con panel to The North Face's decade-long Global Climbing Day to Pinnacle's work at Fanatics Fest.
Trend of the Week
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 slow down and decompress. And brands […]
Subscribe
Latest Dispatch
Newsletters
News, interviews, field reports and more, delivered to your inbox.
Latest Dispatch
Performance
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: spending is judged immediately, while impact is expected to materialize […]
Trade Shows
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 and 275 exhibiting brands Aug. 19-21 […]
Popular
-
Trend of the WeekExperiential Marketing Trend of the Week: Concert Tie-ins
Videos
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.
Podcasts
Building an Invested Community, with Club Ichi’s Liz Lathan and Nicole Osibodu
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 […]