B-to-B Events
Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026
Trade shows and exhibits are heading into 2026 with a new level of ambition—bolder storytelling, smarter tech, and deeper attendee insight. From kinetic LED architecture and themed entrances that double as sponsorship goldmines, to actually personalized experiences, to sustainability strategies with real teeth, the year ahead promises a show floor that’s more immersive, more intentional,...
Experiential in Color Mentorship Q&A: Anna Nicholson and Melencia Lattimore
For Anna Nicholson, it’s a full-circle moment to be participating in the Experiential in Color Mentorship Program. In 2021, she was recognized in Experiential in Color’s first class of rising-star honorees. Four years later, Nicholson is now an event manager at Yahoo and is giving back to the industry, mentoring Melencia Lattimore, meeting coordinator at...
Experiential Marketing Trend of the Week: Event Spas
Gen Z helped put wellness on the map, both as a lifestyle space and a business imperative. In events, wellness has been steadily evolving from a conversation, to an activity, to a full-on sponsorable engagement for brands—this year, among non-endemic companies, especially. Earlier this year, retail and e-commerce professionals were treated to recharge experiences at...
Video: Watchlist 2025 Honorees Talk Event Trends, Budgets and Best Practices
We’re celebrating the Watchlist, a collective of brand-side event marketers who are taking experiential to new heights this year. Watch our previously live LinkedIn chat (Nov. 13) with two of our honorees—Jessica Blake, senior director of strategic events at Salesforce, and Justin Tabas, senior experiential marketing manager at Bosch, where we talk strategy, budgets, trends,...