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Why You Need Strategic Partnerships For Brand Activations

Creating memorable experiences is the name of the game—according to Brian Baker, Vice President of Highmark Techsystems.

Event activations are not just about setting up a booth or handing out promotional materials—they are about crafting immersive moments that leave your brand at the forefront of eventgoers minds.

And, as Brian Baker emphasized in his recent interview on the “Partner Up: The Key to Memorable Event Activations“ podcast, success often hinges on one crucial factor: partnerships.

Let’s explore the insights from the podcast and find out how partnerships are the key to event activations. Listen to the podcast below, or read on for the highlights.

Why Event Activations?

Event activations are the lifeblood of brand engagement at trade shows, conferences, and other large-scale events. They allow businesses to connect face-to-face with their target audiences through interactive displays, custom-built environments, and live demonstrations.

According to Brian Baker, the success of these activations lies in the ability to build an experience that not only stands out but also resonates with attendees. “A great activation draws people in and gets them talking,” said Baker.

Partnerships Are The Key To Success

No one company can do it all. Between collaborating with design agencies, production companies, or venue staff, successful activations rely on the strength of their partnerships.

Baker explains, “When you partner with the right people, you get expertise and creativity from all sides. This collaboration is what makes something ordinary become extraordinary.”

At Highmark, we play a role in this process by providing modular and flexible systems that make large-scale activations possible. But our ability to work with partners across the event industry is a major reason why we consistently help brands deliver on their vision.

The Event Marketer Summit 2024 was a perfect example of how our partners work together. We worked with Event Marketer, various event suppliers, presenters, and other experiential marketing agencies. Our event exhibit would be nothing but a structure if it weren’t for our partners.

Partnerships help customization come to life. “The best activations are the ones that reflect the brand’s personality and engage people in a unique way,” Baker noted in the podcast.

Our focus on customization—whether through modular designs, immersive environments, or interactive structures—allows brands to stand out in competitive event spaces. Baker shared several success stories during the podcast, emphasizing how Highmark’s creative solutions helped brands capture attention and build deeper connections with their audiences.

For brands looking to create that ‘wow’ factor at their next event, Baker offered some advice: “Don’t be afraid to push the boundaries. Work with partners who can think outside the box and who are willing to try something new.”

Partner With Highmark

The future of event activations is bright, but it’s also competitive. To truly stand out, brands must focus on crafting memorable experiences that go beyond traditional engagement.

As Brian Baker highlighted in the “Partner Up: The Key to Memorable Event Activations“ podcast, success lies in forming strong partnerships that enable creativity, adaptability, and innovation.

Partner with us here at Highmark Techsystems for your next event. Our industry-leading modular systems and deep understanding of event logistics can help your brand create the kind of unforgettable experience that attendees will remember long after they’ve left the event. Reach out to us to start creating your brand experience.