B-to-B Events

Exploring the exhibit halls at CES 2023, held Jan. 5-8 in Las Vegas, greenery was a notable design element. From raised garden beds and potted plants to grass carpeting and elaborate floor-to-ceiling greenery walls, exhibitors enhanced their booths with organic textures, colors and lighting.

When you’ve got a front row seat to business, you’re almost always in for a wild ride. It’s why b-to-b marketers are more invested than ever in their own dream teams as they set a new course for their organizations, their events and their audiences.

For a legacy brand like Kohler, the message is as much about looking back as it is looking forward. At the industry’s largest annual trade event, the Kitchen & Bath Industry Show (KBIS), Jan. 30 through Feb. 2 in Las Vegas, Kohler married the past and the future with the message “Come All Creators” and […]

Ask any event marketer how they landed in this industry and most will say they kind of “fell into” it. Degree programs focused specifically on the experiential marketing discipline haven’t existed, with many universities only offering one-off classes on the subject.

CES is a hot bed of consumer technology, of course. But it’s also a bellwether of what’s to come in experiential technology across the event marketing landscape. This year’s show, Jan. 5-8, produced a range of high-tech booth engagements designed to create a little drama on the ground IRL and then drive attendees into virtual […]