Anna Huddleston

You can’t afford not to measure your trade show or event investment. Without data, there’s no evidence to justify them or make improvements. But measurement doesn’t have to be expensive, argues Dax Callner, founder and president of the Event Marketing Measurement Association (EMMA). “Don’t let cost be a barrier,” he says. “If you’ve got great […]

When US Foods realized that its 15-year-old Food Fanatics show was starting to get too “vanilla,” the food distributor decided to change its approach. For the 2025 event, it completely reimagined its show floor and invited more than 5,000 food service operators, culinary professionals and industry experts to an experience designed around the customer journey, […]

When Middesk set out to build trust with Money20/20 attendees, it transformed its booth into “The Trust Club” filled with custom-designed merchandise created specifically for the trade show experience. From heavyweight crewnecks to limited-edition duffles, the brand designed exclusive items to drive engagement at different levels, all leading back to the overarching message. “Trust is […]

A Watermelon Basil Refresher? A frothy Strawberry Matcha Latte? An... IV? Beverage culture is exploding, and exhibitors are turning to unique hot and cold non-alcoholic sips to deliver deliciousness along with engagement throughout their trade show programs. Here are some of our favorite flavors and activations. 

Things are moving fast in trade shows and events, and we love being in the middle of it all. Over the past six months, EM’s team has logged in tens of thousands of steps around top shows across the nation. We sampled, shot hoops, and made perfumes, and, of course, mostly scouted the floor for […]