Trade Shows
IMEX America 2025: Five Takeaways for Trade Show Marketers
IMEX America, a trade show for the meetings and events industry that took place on Oct. 7-9 at the Mandalay Bay Convention Center in Las Vegas, set a new record with more than 17,000 participants and more than 90,000 scheduled meetings. EM was on the ground to bring you the latest thinking and activations inspo...
Experiential Marketing Trend of the Week: Potty Parties
It’s not just Charmin that wants consumers to “enjoy the go” anymore. A wave of bathroom-themed experiences has infiltrated the industry, stamping out stigmas around what was once considered a taboo topic. Whether solving for a pain point, leveraging toilet humor as an engagement tactic or a mix of the two, brands are cleaning up...
B-to-B Dream Team 2025: Meet Joost Bijsterveld
Delivering compelling, high-touch experiences within the highly regulated health care industry is a tall order, but Joost Bijsterveld has been rising to the occasion for the last 25 years.
Meet ABBigail: How an AI Metahuman Helped Drive Storytelling in an Exhibit
How do you explain hundreds of robotics products to thousands of global attendees with fluency, clarity and a human touch? At Automatica 2025, ABB and experiential marketing agency 2Heads answered that question with ABBigail, an AI-powered metahuman who served as the company’s technical expert, digital host and brand storyteller. ABB, a global leader in robotics...