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B-to-B events must evolve to keep pace with changing audiences. So why is it so hard? In this 20-minute power panel, industry experts from Mosaic break down the biggest roadblocks to creating modern business events that attendees will love and crave.

The doom of cyberattacks is real at security and tech trade shows, where dark colors and actors dressed as hackers dominate the show floor. It’s high stakes, high stress all the time. Wiz, a cloud-security company, flipped the script on panic with a booth drenched in pinks and purples and activations that kept chief security […]

Ritz crackers have been on grocery store shelves for 91 years, but even household brands with legacy products need to evolve from time to time. So as part of its repositioning from classic cracker to modern, savory snack, Ritz is leaning into live events that appeal to young, diverse audiences. In August, that included activating […]

This week’s hot takes on hot topics in experiential marketing cover Wet Girl Summer, Be Like Blippi Week and the Order of the Blade.

Mascots have traditionally lived on sports fields, offering a spirited boost for players and fans at critical moments in the game experience. In fact, the term is derived from the French word “mascotte” meaning “lucky charm.” But lately, we’re seeing larger-than-life brand personas make appearances at a wide variety of events and for a wide […]