The Crossover Play: Taking B2B Brands Into Consumer Spaces

For years, many B2B brands have relied on the safety of trade shows and industry...

At massive trade shows, the default strategy for major brands is often "bigger is better." Companies pour millions into sprawling activations,...

Imagine stepping onto a trade show floor that feels less like a convention center and more like the coziest, most inspiring living room you’ve ever...

Surf Expo kicked off its 50th anniversary with a high-energy January edition that reinforced its role as the leading global marketplace for...

I remember when I recognized the impact a research entrepreneur could have. It was November 2011 at the Web 2.0 Summit at San Francisco's Palace...

Experiential marketing is evolving fast. Leading brands in 2026 will win by combining creativity, strategy, and long-term impact—not just big...

The SIGHTLINE team spotted Hypervsn early on the CES 2026 show floor. Curious about how holographic displays work and what they bring to brand...

Sightline’s content team has been scouring the CES experiences—from the halls to the activations to the pop-ups, indoors, outdoors… everywhere in...

What successful brands do before the show opens 

The most successful brands plan. Before the doors open, they’ve already defined what success looks...

Joseph Pawlicki, Subaru's Owner Loyalty and Engagement Marketer, focused on what most automotive brands overlook at his first Overland Expo in 2024:...