Rachel Kirkpatrick Boucher

Executive Editor at Event Marketer

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Articles

Trade Show Industry Updates: News, Data, Trends

1 week ago | eventmarketer.com | Rachel Kirkpatrick Boucher

Trade Show Industry Updates: News, Data, Trends Rachel joined Event Marketer in 2012 and today serves as the brand's head of content. Her travels covering the experiential marketing indust ry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (hey, it's never too late)—and everywhere in between. → View all articles by Rachel Boucher →...
How Caterpillar Inspired Attendees to Dig Deeper at Bauma 2025

1 week ago | eventmarketer.com | Rachel Kirkpatrick Boucher

Caterpillar’s story at Bauma, which takes place every three years at the Messe München in Munich, is primarily about scale. At this trade show for construction, building and mining machines, recently held April 7-13, the brand’s nearly 1 million square feet of booth space housed 51 larger-than-life pieces of engineering equipment available to order right there on the show floor.
Experiential Trend of the Week: Bold Broadcasts

1 week ago | eventmarketer.com | Rachel Kirkpatrick Boucher

The “main stage” is taking on a whole new life as event marketers and their partners embrace immersive media, bold spaces and pop culture trends to showcase leaders and launches in a new light. From live-streaming to on-demand channels, these productions—the content, the set, the experience design—has to be as compelling for in-person audiences as it is for viewers at home.
Coffee Candy Brand Kopiko Fuels Gen Z Love (and Rides) in L.A.

2 weeks ago | eventmarketer.com | Rachel Kirkpatrick Boucher

Be it the state of the economy or the fact that too fancy a splash can sometimes wash away a message, more brands are turning to service destinations for p.r. stunts. Think: Takeovers of car washes, diners and, as we saw at Coachella this year, gas stations. And that’s precisely where Indonesian brand Kopiko and its Focus Coffee candy landed for a sampling campaign to mark its entry into the U.S. market.
Five Ideas for Experiential Upfronts

3 weeks ago | eventmarketer.com | Rachel Kirkpatrick Boucher

From its roots as a critical television advertising commitment exercise to, now, a showcase of new and returning series across linear and streaming platforms designed to dazzle advertisers’ media-buy strategies, the Upfronts today are a competitive landscape. For many brands, it’s an opportunity (or an imperative) to break away from a traditional presentation format and lean into something experiential.
Crafted for the C-Suite

3 weeks 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.
Low-key Branding

1 month 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.
B-to-B Maximalism

1 month 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.
Trend of the Week: B-to-B For Me

2 months 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.
Trend of the Week: B-to-B For Me

2 months 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.