Event Marketer and Highmark TechSystems recently sat down with some of the creative industry leaders at the Experiential Marketing Design Lab. These leaders included: Kevin Calabrese (Head of Experiential Design at AT&T), Caryn Mambro (Chief Creative Officer at Opus Agency), Megan Pulver (Executive Producer of the Riot Experience at Riot Games), and Mallory Schlossberg (Senior Creative of Google Cloud Go-To-Market at Google). What they had to share was absolutely incredible. This conversation included discussing timelines, and marketing pain points where AI has the ability to contribute to solutions. In this short brochure, we reveal the 17 solutions and strategies that event teams can take advantage of to take their creativity and production processes to another level.
Level Up Your Exhit-highmark-advertorial-v2-1 (1)“Creativity and innovation are the hallmarks of the experiential marketing industry but event teams are more challenged than ever to continue raising the bar with less. Indeed, less time, fewer resources and persistent logistical challenges seem to be the new norms when it comes to producing live events. This May, Event Marketer, with leading event structures partner Highmark TechSystems, sat down with a panel of creative industry leaders at the Experiential Marketing Summit Design Lab to talk timelines, pain points and how AI might help (or hinder) the production of events in the future. Here are 17 solutions and strategies that event teams can use to elevate their creativity—and their production processes.”
Experiential marketing is a powerful way for brands to connect with audiences, but executing standout events can be challenging. From tight timelines to limited resources, event teams are under frequent pressure to deliver innovation without compromise.
At the Experiential Marketing Summit Design Lab, industry leaders shared key strategies to overcome these obstacles. Here are three of our top takeaways from this Event Marketer Summit resource—plus how Highmark TechSystems’ modular event structures can help bring these solutions to life.
1. Addressing Compressed Timelines
Strategy: Focus on the core purpose of your event to streamline strategy development.
Why does your event matter to your audience? Focusing on this will streamline decision-making and lead to more impactful experiences.
If showcasing a product is the priority, consider designing an open and interactive space that puts your offering front and center.
If networking is key, incorporate lounges, meeting areas, or tiered layouts to encourage engagement.
If brand awareness is the goal, leverage customizable walls, bold designs, and integrated technology to reinforce your message at every touchpoint.
Highmark’s indoor, outdoor, and mobile event structures uplift every detail of your objectives. Understanding why attendees are there will help you determine the best way to shape your space for maximum impact. Define your “why” first, and the right strategic events solutions will quickly follow.
2. Creating Frictionless Brand Experiences
Strategy: Design events as comprehensive ecosystems of customer touchpoints.
Consider every aspect of the customer journey through your exhibit. This ensures a seamless, engaging experience. Your structure isn’t just a space—it’s its own “universe” of customer touchpoints.
For example, at the Experiential Marketing Summit (EMS) 2024, we brought this idea to life with our “Event Structures That Rock” booth. Our goal was to create an experience, not just occupy space on the show floor. LED walls pulsed with energy, VIP-level furniture invited guests to stay awhile, and the overall vibe made attendees want to grab a metaphorical (or literal) microphone. But it wasn’t just about the rock-inspired theme. We designed our double-deck structure with functionality in mind, ensuring it could support presentations, networking, and seamless tech integrations.
The result? Eventgoers laughed, shared stories, and fully immersed themselves in the experience—all while seeing firsthand what Highmark TechSystems can deliver. By creating meaningful customer touchpoints at every turn, we gave attendees a more cohesive, engaging connection with our brand.
3. Leveraging AI in Event Planning
Strategy: Utilize AI as a collaborative tool during the ideation phase.
AI is like the biggest, fastest-thinking brain right at your fingertips. It can save you time and money by providing expert-level ideas for your event without external consultations. Incorporating AI into your planning process generates fresh ideas and perspectives, helping you break through creative blocks and resonate with your audience.
While Highmark’s modular structures provide the physical framework, AI can help you visualize how to best utilize these spaces for maximum engagement, ensuring your AI event activations leave a lasting impact and overcome any event planning challenges.
Experiential Marketing FAQs
What is experiential marketing?
Experiential marketing creates immersive experiences that engage consumers emotionally, turning them into active participants within a brand. Examples of experiential marketing include interactive brand activations, product demos, and engaging event structures.
What are modular structures, and how can they help events?
Modular event solutions are flexible, customizable structures that can be reconfigured to fit any event’s needs, making them ideal for brand events and exhibitions. They offer efficient, cost-effective ways to create functional and visually impactful spaces.
How do these event strategies save time and money?
Using these event marketing strategies can streamline processes and save on resources. Plus, modular event structures reduce setup and teardown time, while also minimizing costs for repeated builds.
Can modular wall systems be customized for branding?
Yes, modular wall systems can be fully customized to showcase your brand, from logos and colors to digital content, making them perfect for reinforcing your message at such event marketing examples as trade shows and conventions.
What are the benefits of reconfigurable structures for event spaces?
Reconfigurable structures are flexible. They adjust layouts to suit different event management strategies and create personalized, dynamic spaces that enhance experience marketing efforts.
Why are modular wall systems becoming popular in trade shows and conventions?
Their popularity stems from their ease of installation, customization options, and the ability to create impactful, branded environments efficiently. They also support sustainable practices through reuse and reduced waste.
How long does it take to install modular event structures?
Installation times vary based on design complexity, but Highmark’s structures are considered to have seamless, efficient installations.
Are modular systems easy to transport to different venues?
Yes, modular systems are designed for portability. Their components are typically lightweight and compact, facilitating easy transportation and efficient setup across various locations.
Design Your Experiential Marketing Structure
By incorporating strategic event solutions and leveraging modular structures, you can create impactful, engaging experiences that resonate with your audience and streamline your event planning process.
Need experiential marketing ideas for conferences? Want to talk about branded double-deck exhibits for your next convention? Get in touch with the creative experts at Highmark today.
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