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6 days ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
More b-to-b event marketers are focusing on an additional audience to engage—one that is not always strategized for, but that can make an impact on how events are perceived and supported, as well as on the brand itself. We’re talking experiences crafted for the c-suite, which allow senior executives to connect and dive into customer and employee experiences on a deeper level. And they are growing in importance at a time when the c-suite itself is evolving.
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1 week ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
The power of the logo is evolving, thanks to Gen Z and its cultural hold on the market. And as “low-key” has joined the library of modern-day colloquialisms—meaning “subtle, restrained or slightly” (kind of)—understated logo use is providing experiential marketers with an opportunity to embrace these vibes and push creative boundaries around the brand expression. Behind this trend: Minimalism, quiet luxury and authenticity.
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2 weeks ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
We might thank Barbie for the shift from sad beige to unabashedly bold color play over the past two years. The practice has been seeping into every corner of the event landscape, most interestingly in business conference and trade show environments.
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1 month ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
In light of the recommendation era and the acceleration of AI tools, b-to-b event marketers this year are focused on taking personalization from buzzword to practice, customizing content, and making connections with attendees that speak to their business needs and the individual at every step of the journey. It’s an imperative that’s coming from the top down.
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1 month ago | 
247news.co.in | Rachel Kirkpatrick Boucher
If you’re considering a career as a meeting planner, getting started can be overwhelming. Few colleges offer meeting planning classes or degrees, and many companies don’t have full-time meeting planner positions. But there are many educational resources available online, industry associations and networking groups you can join, and certifications you can take.
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2 months ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
In an age of decreased attention spans, digital fatigue and discerning, label-checking consumers, brands are zooming in on the secret sauce of their products by taking a decidedly scientific approach to engagement. From sampling laboratories, to hands-on learning and demos, experiential deep dives are helping audiences get to the core (or, shall we say, the heart) of a product or brand. Skincare CPG brands in particular are leaning into science.
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2 months ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
The food and fashion worlds continue to collide, and American Eagle on March 21 and 22 activated its own spin on the concept with the Denim Deli, a pop-up in Nashville that highlighted the brand’s signature denim collection while feeding consumers a complimentary signature sandwich from Music City’s iconic Mitchell’s Deli. Designed for an extended engagement, consumers placed orders, hung out with friends in the communal seating, customized their giveaways, and checked out live music.
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2 months ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
As event marketers can attest, travel costs are up. But companies appear to be accepting this new cost of doing business as corporate travel spending is making a modest comeback this year. Planet-focused travel practices continue to gain steam, with 33 percent of corporate travelers reporting “increased investment” in sustainable travel practices, according to the Global Business Travel Association.
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2 months ago | 
eventmarketer.com | Rachel Kirkpatrick Boucher
Nicki Incandela Thies, Director of Production, Wilson DowEvent profs are quick-thinking and adaptable problem-solvers by nature, able to read a room and anticipate challenges to pivot at a moment’s notice. These skills aren’t necessarily ones you can glean from a textbook. They come from within, or develop through experience. It’s one of many reasons why talent management in the world of experiential marketing is unique.
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Mar 7, 2025 | 
eventmarketer.com | Rachel Kirkpatrick Boucher
The first visual we laid eyes on at Toy Fair 2025 in New York City, held at the Javits Center, March 1-4, was a larger-than-life Rubik’s cube suspended in the air and surrounded by disco lights and bumping music. There was something about a handheld toy that has transcended generations, blown up in epic proportions, that activated the joy meter for this geriatric millennial. And there was much more of that to come.
