EM B-to-Beat: 11/19/2025
11.19.25 The eighth annual HLTH USA show brought together 12,200 healthcare leaders to network, learn and accelerate industry change. But in the age of “always-on,” the engagement extends beyond the event. Enter: The HLTH Entrée Dinner Series, a program that allows senior healthcare profs to continue the conversation—off the record—over curated dinners in key cities. Making intimate...EM Exhibit Strategies: November 2025
From convention center upgrades that are making space for more experiential, to exhibitors developing storylines that create emotional links to corporate values, to edgy vibes designed to buck tradition, all across the trade show industry, brands and their strategic partners are taking action to gain the trust and attention of new faces on the show floor. We explore...
Experiential Marketing Trend of the Week: Casino Plays
The casino environment is rich with calls to action and audiences anticipating constant entertainment. And with world-building a top theme in experiential campaigns this year, brands are betting on casino pop-ups and integrations to level-up on hospitality, capture committed enthusiasts, and put a strategic spin on playing the tables. American Express is growing its investment...
Field Report: How Brands Fused Passion and Business at the 2025 SEMA Show
A drift demo shredding tires to a cheering crowd? Hundreds of meticulously decked-out rides and a wild after-party festival? You’re at the 2025 SEMA Show, the automotive aftermarket global business event, which took place Nov. 4-7 at the Las Vegas Convention Center. With more than 153,000 attendees from 140 countries and regions, including 2,300 exhibiting...