Rachel Boucher

This year, storytelling has propelled from buzzword to standard practice. As event marketers lean into it for their messaging to deepen relationships with audiences and “drop” products into real lives, human faces are serving as design themes across show floors. Let’s take a look at how eye contact is the new eye candy. But first, […]

When experiential agency TRO activated BMW’s new M series launch at the Goodwood Festival of Speed, the team needed to work within a key insight: That the people showing up to the event are already enthusiasts, and that proving the booth’s impact would require an “honest” approach. The result: Measuring granular, moment-by-moment responses to specific […]

Experiential marketers are the bosses of the attendee journey, but this summer, we’re seeing a burst of creative attention around delivery mechanisms. Think: Content that is handpicked (literally), whirly entrances for contestants, and behind-the-curtain serves. Contactless delivery is a present-day phenomenon, and experiential marketers are kicking it up a notch—leaning into an impersonal delivery with […]

To know the fan, you must be the fan. And brands that showed up to Fanatics Fest 2026 proved it. We navigated around talent walkways—how stars get from backstage to in-booth panels and appearances—drops and more. Here’s what stuck out.

The Event Marketing Measurement Association (EMMA, formerly EMMC) has launched the industry’s most comprehensive event measurement certification course, designed for event and marketing people at all levels—from professionals beginning their event measurement journeys to seasoned marketers who want to up their measurement game. The course was created by leaders at EMMA, with practical experience measuring […]