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Happy Hour:  Weekly Round-Up

The latest and greatest news in experiential and event marketing.

Experiential marketing campaigns give brands the opportunity to create brand awareness, drive meaningful relationships, and win over the hearts (and wallets) of consumers.  But brands that enlist the help of strategic partners can make an even bigger impact and see greater results.  In this week’s Happy Hour, we take a look at 3 key partnerships brands need to consider.  We also feature a great Q&A on a new event marketing metric that could be the next big thing.  Lastly, we take a look at some of the top trade show booth trends.

3 Key Partnerships That Will Elevate Your Experiential Marketing Campaign

As this article points out, 80% of marketers believe that live events are critical to their company’s success.  And 91% of them plan on increasing their marketing budgets.  With numbers like that, it’s safe to say that experiential marketing is a top priority for brands.  As more companies choose experiential as a key strategy, it’s important for them to consider the long-term goals of their efforts.  Brands should aim to create a cohesive strategy that will have lasting effects long after the event or campaign is over.  One key consideration in that strategy is choosing the right partners for your campaign.  Partners that will help drive awareness, create memorable experiences, and fuel sales.  By leveraging these partnerships, brands can better achieve their long-term goals and as a result, reap all of the benefits that experiential has to offer.

4 Trade Show Booth Trends You Need to Know

Trade shows are a great way to introduce new products and to promote current ones.  But a trade show floor can be quite intimidating for rookies and seasoned pros alike.  For starters, you haven’t seen competition until you set foot into a trade show.  With hundreds and sometimes thousands of exhibitors all vying for attendees’ attention, the competition is unreal.  For this reason, exhibitors have to make a name for themselves.  They have to stand out amongst the competition, and the only way to that is to create a show-stopping trade show booth.  One that can not only attract attendees to see what you’re offering but one that can keep them there.  From design elements to interactive activities to your trade show staff, engaging the senses is key to a successful trade show event.  Here, Sparks brings us the latest trade show booth trends that will help you up your game.

There’s a New Event Marketing Metric in Town:  Quality of Attention

In the past, we have talked a lot about event metrics and how to measure the value and impact of live marketing events.  From ROI to ROE to ROE2, the list is everchanging and industry experts all have differing opinions.   But there’s a new metric in town that you may not be familiar with, quality of attention.   Harvard Business School professor Thales Teixeira believes that marketers should shift their focus to this metric, so much so, he has created the Attention Quotient framework that “uses data captured at events to demonstrate how live experiences generate a cognitive shift within attendees that ultimately drives brand loyalty.”   In this fascinating Q&A with Thales, Event Marketer dives in deep to understand what quality of attention means in our current state of advertising overload.

Thanks for joining us for Happy Hour!  ATN’s Happy Hour provides you with some of the latest news in experiential and event marketing, all in one place!


When it comes to your experiential marketing partnerships, don’t forget your staffing partner!  After all, your event staff plays a crucial role in the success of your event.  ATN is the preferred event staffing partner for hundreds of brands and marketing agencies.  Our clients return to us time and again because we provide not only top-notch talent, but top-notch service.  Partner with us today for all of your event staffing needs and experience the ATN difference!

Need Event Staff?  ATN Has You Covered.