Event Marketer

NEW DATA POINTS TO SHIFTING DEFINITIONS OF SUCCESS FOR EVENTS The annual report offers insights into trends spanning paid media, international growth, organic social, influencer strategy, registration performance and digital benchmarks. A few key takeaways are signaling important shifts in the way event marketers may measure the impact of the way they promote and execute their events in the future.

Every event marketer knows the feeling: You’ve built an exceptional experience, the energy was undeniable, but then comes the question, “But what did we get for it?” For b-to-b event leaders this year, that question no longer leads to an event after the event—because they’ve already engineered the answers in.

KEYS TO A WINNING POST-EVENT ANALYSIS Tips on bolstering your event performance recap Storytelling is an important part of every successful event. But the post-event story you tell your executives is just as critical. A clear and compelling post-event analysis lets decision-makers know you know exactly how your event expenditures contributed to the company’s overall business goals, and why future investments in events make good financial sense.

MEASUREMENT PRACTICES THAT WORK Five ways to elevate the way you measure engagement at your events According to the 2026 EventTrack: Experiential Marketing Forecast & Benchmark Study, underwritten by Sparks, on-site engagement is the second most important metric being tracked and measured among both b-to-b and b-to-c event marketers.

It may seem counterintuitive that the very technology we use to make our lives easier is the same technology driving people to buy cassettes, Walkmans and first-generation iPods. But here we are, pining for the 90s and all the clunky little devices that came with it. As marketers know, it’s a clear signal that nostalgia and analog experiences are having a moment.

The 24th Experiential Marketing Summit brought more than 1,000 brand marketers and event industry professionals to the MGM Grand Las Vegas, May 18-20, for three days of inspiration, deep dives, and play under the theme “Human Connection in the Digital Age Starts Here.” From fast-paced creative challenges to brain dates with peers—and, of course, candid conversations over a drink—it was a place to finally let your hair down, ask real questions, and walk away with renewed energy and a game plan...

Jessica Sibila, Executive Director, The Exhibitor Advocate You’ve been in that meeting. You raise a concern about material handling rates that have climbed for the third year in a row. You ask why electrical outlet costs just jumped nearly 20% with no explanation. You point out that the exhibitor manual doesn’t define what “special handling” actually means, but somehow you were charged for it anyway. And the answer you get? “This is just how it is.” We hear this from exhibitors constantly.

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover lemonade spas, the Dunkin’ Barbie DreamHouse and Knicks in five, baby! MALIBU MEETS MANHATTAN AT THE DUNKIN’ BARBIE DREAMHOUSE The summer collab you didn’t know you needed? Dunkin’ and Barbie. To add some sparkle to the launch of Dunkin’s new lineup of pink seasonal drinks, the brand on June 10 opened the front door to the Dunkin’ Barbie DreamHouse on West 37th Street in NYC.

Whether emotional, physical, or a combination of the two, event marketers are in the business of making people feel. So it was only a matter of time before the industry transformed ASMR from a YouTube phenomenon into a real-life engagement tactic. And as consumers increasingly seek more visceral experiences, that tingling sensation is helping to trigger brand love.

Cannes Lions 2026 will descend on the Palais des Festivals this month, drawing brand marketers, agency leaders and experience architects from across the globe. Amid the recognition hardware being doled out and cmo-level content, we’re keeping track of how the experiential offerings are evolving this year. Check out our preview of a few of the activations, suites and exclusive events shaping the International Festival of Creativity.