In the words of AC/DC, it’s a long way to the top if you want to rock and roll. But not with Highmark TechSystems…
It only took us 8 hours to set up an epic double deck exhibit for the 2024 Experiential Marketing Summit (EMS).
With a rock n’ roll theme — including zebra skin rugs, velvet seating, and crystal chandeliers — Brian Baker of Highmark says, “We were party central.”
But the EMS wasn’t just a success because of a rockin’ theme. Building an experience for event goers would not have been possible without our partnerships — with Event Marketer, suppliers, presenters, and experiential marketing agencies.
Experiential Marketing Partnerships
Think about all of the components of putting on a rock show. You of course need the band, but so many important people set the band up for success. Lighting technicians. Sound engineers. Stage crew. Band managers. The band would not be a band without these people — much like our EMS event exhibit would not have come to life without our partners.
Event Marketer
Event Marketer organized the year’s biggest event – EMS 2024. We utilized our large 40×40 space in the Hall of Ideas, or the hub, of the event center — making us a central location for content and presentations.
EMS heavily promoted the event, which gave us the podium to put out an epic experience in front of the audience that they brought in. They programmed the event, and we executed an experience that no one will soon forget.
Event Suppliers
Let’s face it. We brought the double deck structure — but our suppliers helped bring the life of the activation. We couldn’t have pulled out our theming without their help.
- Stamm Media – The heroes behind our audio and video setup.
- Brumark – Because custom stage floors and luxurious carpet rock.
- Exploring Graphics – Transformed our structure walls with fabric-printed graphics.
- AFR Event Rentals – Who else could have provided furniture fit for a rock star?
- Exhibit City News – There to capture it all for us.
Presenters
Our structure wasn’t just for us here at Highmark. Presenters had a chance to have the floor, too. We worked with these presenters to provide whatever they needed — whether they wanted to click through a slideshow, stand at a podium or sit in a comfy chair, talk with a handheld mic or a lapel mic — we had them covered.
Their presentations drew people in — so much so that once the seating was full, people filed in on either side of the structure. Because our space was adaptable, the presenters were able to speak to anyone who wanted to join in.
Experiential Marketing Agencies
Our approach goes beyond heavy theming and details. It’s not just fancy structures. It’s taking it to the end result.
Experientially and strategically, we know how to pull off brand activations for experiential marketing agencies. Brian Baker continues, “Experiential marketing agencies pull this off every day as unsung heroes for their end brands and for their clients.” After pulling off our own experiential activation at EMS, we get their world, and these agencies can trust us with their work.
Event Structures That Rock
So, next time you’re “Ridin’ down the highway, goin’ to a show,” remember: it’s not just about the band. It’s about the partnerships. And at Highmark TechSystems, we will partner with you to create event structures that rock. From the initial concept to the final curtain call, we know how to put together a well-executed activation.
Crank up the volume and rock out with us here at Highmark TechSystems. We’ll make your brand the star of the show. Contact us to start rockin’!
EMS and Experiential Marketing FAQs
What is EMS, and why is it important for experiential marketing in 2025?
EMS (Experiential Marketing Summit), hosted by Event Marketer, is a premier industry conference for agencies and brands focused on live, immersive marketing experiences. For 2025, it remains a critical hub for connecting with decision-makers and showcasing cutting-edge experiential marketing solutions like Highmark’s event structures.
What is Highmark’s function at the Experiential Marketing Summit?
Highmark plays a central role at EMS by partnering with Event Marketer to create a signature space on the show floor. Since 2017, Highmark has provided a themed, premium event structure where Event Marketer hosts a significant portion of its content presentations and programming. Beyond showcasing physical capabilities, Highmark uses their hub to immerse attendees in a fully branded, thematic experience—demonstrating firsthand how their modular structures elevate brand activations and showing agencies and brands exactly what’s possible.
What are Highmark’s goals at EMS?
Highmark’s goals at EMS include:
- Deepening relationships with brands and agencies already familiar with their work
- Raising awareness among new audiences about their customizable event structures
- Delivering a clear message: there are better, brand-elevating options than tents or shipping containers
- Demonstrating alignment with agency needs by modeling the type of immersive experience agencies create for their clients
- Proving capability by letting attendees experience Highmark’s creative, premium structures in action—making it easier to envision using them in future activations
How has Highmark’s presence at EMS evolved since 2017?
From being relatively unknown in 2017 to now being a recurring exhibitor, Highmark has grown its reputation by consistently showing up, educating the market, and delivering memorable exhibit structures.
What are the benefits of experiential marketing?
Experiential marketing gives brands the power to connect with audiences through live, face-to-face engagement—arguably the most effective form of marketing. In-person experiences leave lasting impressions, foster emotional connections, and generate social sharing opportunities that digital alone can’t replicate.
How do Highmark structures elevate experiential marketing?
Highmark helps agencies and brands maximize the impact of face-to-face marketing by providing immersive, premium structures that make every interaction more memorable, strategic, and aligned with brand goals.
What types of companies benefit from Highmark’s experiential structures?
Experiential marketing agencies are Highmark’s primary clientele, but brands seeking direct-to-consumer engagement or sports marketing activations can also benefit—especially if they manage projects without an agency.
What makes Highmark’s structures better than tents or shipping containers for brand activations?
Highmark’s structures are more customizable, professional, and brand-forward than tents or shipping containers, offering higher design quality and user experience—especially for high-end or immersive events.
How does Highmark help agencies stand out at events like EMS?
Highmark helps agencies stand out by creating custom, premium structures give agencies a powerful way to impress clients, prove value, and elevate every activation.
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