B-to-B Events
Five Ways Exhibitors at Toy Fair Stood out in a Sea of Playfulness
The first visual we laid eyes on at Toy Fair 2025 in New York City, held at the Javits Center, March 1-4, was a larger-than-life Rubik’s cube suspended in the air and surrounded by disco lights and bumping music. There was something about a handheld toy that has transcended generations, blown up in epic proportions,...
How Adyen Leaned on its Partner Ecosystem to Entice Retailers at NRF 2025
If you’re going to demonstrate the power of “unified commerce,” you’ve got to have a unified event strategy to match. Such was the case for financial technology platform Adyen, which, with the help of its merchant partners, leveraged a widespread presence at NRF 2025 to give customers and prospects hands-on experience with its omnichannel payment...
Swag-tivities
Event marketers are more conscious than ever about excessive waste, and that has led to all-new thinking, and engagement strategies, around a quintessential event and trade show activity: the giveaway. In fact, it’s a conversation that event marketers have been locked in for the better part of a decade—remember Hershey’s Take5 Swag Exchange campaign at...
Meet the 2025 B-to-B Dream Team
It began with a mission: “If Event Marketer started its own brand, here’s who we’d hire.” And in the nine years since we reimagined our Dream Team recognition program to focus solely on b-to-b event marketers, we’ve established quite the corporation. This year, we add 12 more professionals to our roster, and we’re introducing you...