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Using materials that give your trade show exhibit an upscale polished appearance can be an easy way to communicate the sophistication of the brand. Now brands are tapping into the latest trend in upscale looks: architectural materials that would look at home in a permanent environment like a high-end office or retail space.
The materials are substantial enough to make attendees forget that they’re walking the trade-show floor but flexible enough to install and pack up easily for the next show on the circuit.

It might seem counterintuitive but letting someone else put their mark on your product might be the hook you need to connect with certain consumers. That’s why marketers are signing deals with street-style artists—letting them create distinctive looks for otherwise mass-produced goods. Sneaker companies are leading the movement but the trend clearly has legs outside of athletic footwear.

If you suspect your mobile marketing vehicle may be as much of an attraction as the events you’re bringing it to there’s good news. When it comes to negotiating with properties and venues there’s sometimes wiggle room at the negotiation table.
But to get the best deal you have to know your value and your options. Execs on both sides of the table give you the inside scoop.

For event marketers the bonds between brand and agency are so close they’re often downright personal. With big budgets at stake—not to mention the tight deadlines and long working hours—it’s no wonder the dream partnerships often become love-hate relationships. Hey it ain’t always easy to keep a business marriage intact. Just like happy marriages healthy brand-agency partnerships often require working through hurt feelings misunderstanding hidden resentment and communication problems.

Subway wants to shed its image as just a dieter’s fast-food delight so to kick off a new fitness-focused message and its new Fresh Fit menu options the sandwich chain hit Times Square—guerrilla-style.