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...

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...

Can simple ideas drive real engagement? Melissa Arnott, President of Arnott Consulting, shares a trade show tactic fueled by curiosity over...

This article dives into the immersive, high-energy design principles behind C2 Studio’s GenXP approach. It illustrates how thoughtful activations can...

Marie Elaine Lemire, Head of Strategic Partnerships at Emerald, shares her personal take on how recent years have reshaped sponsorship storytelling...