Rachel Boucher

TV and home electronics and appliances manufacturer Hisense sure made a statement in the space that for many years housed Microsoft’s booth.

Canon’s generous footprint included a live performance stage and observation deck.

Dubbed The Black Cube, Audi’s booth literally makes you see the light—from across the show floor.

There is always an element of risk when it comes to launching a new event program. But it can often be even more challenging to build on the success of that program’s first few years. Sure, it’s going great, but which parts of the activation should be expanded in the coming year to gain maximum ROI? Which metrics do you look for to gauge where to grow and where to go? And what strategies should you embed in your program to help you assess how to make the next iteration even more successful?