Author archive for Kait Shea
Hussmann Steps Back from Trade Shows and Leans into an Educational Mobile Tour
In the absence of trade shows and expos, some b-to-b brands might have pivoted their event programming to digital, but for Hussmann, a manufacturer of display merchandisers and commercial refrigeration systems, the only effective way to educate its customers on its products and technology was to show them in person. Enter: The Shop the Future...
Year in Review: How the COVID-19 Pandemic Shaped Event Marketing in 2020
The date is Jan. 29, 2020. Details about a yet-to-be named novel coronavirus and its potential impact on the world have started trickling in and we publish our very first story on what would become a catastrophic global pandemic. Industry doctors tell us not to panic. The CDC insists there is no immediate threat to...
How Four Brands Transformed Trade Show Environments into Virtual Experiences
Strategies from virtual reality demos to 360-degree immersions When COVID-19 first started wreaking havoc on the event industry, trade shows were among the biggest casualties. Exhibitors across the globe found themselves stranded with all kinds of content and engagements, and nowhere to utilize them, and no solution to collect leads. But many teams quickly pivoted,...
How The Home Depot and ESPN are Delivering Pop-up Tailgating Experiences to Consumers’ Backyards
The Home Depot and ESPN have a message for the world: COVID-19 doesn’t mean traditions are canceled; they just need to be reimagined. The brands have exemplified that mantra by redesigning the fan experiences they’ve built for consumers over the years around ESPN’s “College GameDay” broadcast. Rather than choosing one fan each week to receive...