Latest news with #eventprofessionals
Skift
20-05-2025
- Entertainment
- Skift
Experiential Marketing for Events: Strategies, Examples and Best Practices
Get these four things right, and your experiential marketing campaign will drive engagement, brand loyalty, and measurable ROI for your event. You already create memorable moments. Experiential marketing takes those moments and turns them into powerful brand stories that people talk about, share, and remember. It turns your audience into active participants instead of passive observers. Around 70% of consumers become repeat customers after a great brand experience. For event professionals, this is a huge opportunity. Let's break down exactly what makes experiential marketing work, the best campaign examples, and how you can use it to create unforgettable brand experiences. 5 Examples of Experiential Marketing Done Right Let's start with some killer examples of brands that nailed their experiential marketing. 1. Airbnb's Floating House on the Thames Photo Credits: Mikael Buck/Airbnb The Idea: To celebrate unique stays, Airbnb built a fully functional, floating house on the River Thames in London, complete with a bedroom, bathroom, kitchen, and even a garden. Guests could book a stay or win an overnight experience. Why It Worked: It wasn't just an ad, it was an experience that embodied Airbnb's brand. The campaign generated global media coverage and reinforced Airbnb as the leader in unique travel stays. 2. Taco Bell's 'Taco Bell Hotel' Photo Credits: The Bell: A Taco Bell Hotel & Resort The Idea: Taco Bell transformed a Palm Springs hotel into a Taco Bell-themed paradise for superfans, offering exclusive merchandise, Taco Bell-inspired food and drinks, and even taco-themed spa treatments. Why It Worked: The brand's playful, over-the-top concept created a buzz-worthy, memorable experience that generated massive social media attention and increased brand loyalty among its passionate fan base. 3. FX's 'Alien: Earth' Immersive Experience Photo Credits:for FX; Courtesy of FX The Idea: At SXSW 2025, FX launched an immersive activation to promote its upcoming series "Alien: Earth." Attendees were scanned for "parasites," given official credentials, and embarked on a mission to investigate a mysterious spacecraft crash site, encountering alien specimens and interactive storytelling elements. Why It Worked: This activation transformed a sci-fi narrative into a tangible, interactive experience. By engaging attendees in a multi-sensory journey, FX created a memorable event that generated buzz and deepened audience engagement with the upcoming series. 4. Spotify's 'Wrapped Universe' Experience Photo Credits: Photo byfor Spotify The Idea: Spotify launched an immersive, multi-day event in Los Angeles called Wrapped Universe, featuring interactive rooms themed by genre, personalized listening experiences, and surprise performances by artists like Kesha, HAIM, and Normani. Why It Worked: It transformed a digital tradition into a real-world celebration. Fans got to literally walk through their year in music, making it highly emotional, shareable, and deeply personal. 5. Red Bull's 'Stratos' Space Jump You can't talk about experiential marketing without mentioning Red Bull Stratos Photo Credits: Red Bull The Idea: Red Bull sent Felix Baumgartner 24 miles above Earth to skydive from the edge of space, breaking world records in the process. Why It Worked: It was bold, visually stunning, and perfectly aligned with Red Bull's 'gives you wings' ethos. Over 8 million people watched it live, making it a global media phenomenon. The Magic Formula: What Makes an Experiential Marketing Campaign Work? Not every event marketing activation is a hit. Some experiences go viral, get people talking, and actually drive results. Others fall flat and fade into the background. So what makes the difference? It really comes down to four key things: 1. Emotional Connection Attendees won't remember facts. They remember how something made them feel. A great activation sparks excitement, nostalgia, curiosity, or even a little FOMO. Example: Coca-Cola's 'Share a Coke' campaign turned a simple bottle into something personal by adding people's names. Suddenly, buying a Coke became an emotional moment as people hunted for their names, shared bottles with friends, and even proposed with them. 2. Participation The best campaigns don't just give people something to look at. They pull them in. Hands-on demos, immersive spaces, live challenges. If people can interact with your activation, they're more likely to remember it. Example: Nike's 'Reactland' invited customers to step onto a treadmill, put on a pair of Nike React shoes, and control an avatar in a video game world. Instead of just hearing about how comfy the shoes were, they got to experience it in a fun, memorable way. 3. Memorability If it doesn't stand out, it won't stick. Unique, unexpected, and well-executed experiences leave an impression and improve event marketing ROI by staying top of mind long after the event. Example: Globetrotter, an outdoor gear brand, built a rain and wind chamber inside their store so shoppers could test jackets in actual storm conditions. Now that's a shopping trip you won't forget. 4. Shareability Sharing content on social media is largely an emotional response. If your activation provides them a moment they want to capture: a reveal, a surprise, a visual twist, they'll do your marketing for you through user-generated content (UGC). Example: Refinery29's '29Rooms' is basically an Instagram playground. Every room is designed for maximum visual impact, so people naturally want to take photos and share their experience. Get these four things right, and your experiential marketing campaign won't just make an impact. It'll keep working for you long after the event is over. Types of Experiential Marketing: Finding the Right Fit for Your Event The best experiential marketing strategy depends on the brand, the audience, and the kind of interactive experience you want to create. Here are some of the top ways brands are making an impact: Live Brand Activations Photo Credits: Spotify These bring a brand's message to life in real-time. Think interactive booths, surprise performances, or guerrilla marketing pop-ups that pull people into the brand story. Example: Spotify's 'RapCaviar Pantheon' turned top hip-hop artists into actual statues displayed in museums like works of art. It was a bold statement about hip-hop's cultural impact, and it got people talking. Pop-Ups & Immersive Installations Photo Credits: Samsung Temporary, high-impact spaces designed to grab attention. Whether it's an Instagrammable lounge or a mind-blowing demo zone, these experiences create serious buzz. Example: Samsung's immersive installation at CES 2023 that let attendees interact with the brand's foldable smartphones in a 360-degree experience. It showcased the flexibility of the tech in an interactive environment, drawing huge crowds and media attention. Product Demos & Sampling Photo Credits: Whataburger Letting people try before they buy is one of the easiest ways to build trust. But the best demos go beyond just handing out freebies, they create an experience. Example: At SXSW 2025, Whataburger marked its 75th anniversary with the Whataburger Museum of Art, an immersive pop-up gallery featuring over 200 fan artworks. Visitors explored interactive exhibits like the "Day Dot Room" and snapped photos at the "Table Tent Mugshot Wall," while sampling signature items like the Monterey Melt from a branded food truck. Interactive Tech (AR, VR, Gamification, AI) Photo Credits: IKEA When done right, tech can take an experience to the next level. Augmented reality try-ons, virtual brand experiences, and gamified activations create engagement in a way that traditional marketing can't. Example: IKEA's AR app lets customers see exactly how a piece of furniture will look in their home before they buy it. No imagination needed, just point your phone and see it in place. Hybrid & Virtual Experiences Photo Credits: Fortnite Not everyone can attend in person, but that doesn't mean they should miss out. Virtual events, livestreams, and interactive digital activations help brands engage audiences no matter where they are. Example: Travis Scott's 'Astronomical' concert inside Fortnite blurred the lines between gaming and live events. Millions of people showed up virtually, making it one of the most talked-about brand experiences of the year. The key to choosing the right approach? Start with the feeling you want to create, then build the experience around that. How to Plan an Experiential Marketing Campaign That Actually Works Experiential marketing isn't about throwing money at flashy activations and hoping for the best. The best campaigns are intentional, strategic, and built around a clear goal. Here's how to make sure yours hits the mark: Step 1: Define Your Goal Before you get caught up in the creative ideas, ask yourself: What do we actually want to achieve? Is it brand awareness? Lead generation? Social media buzz? Customer loyalty? Your goal should shape everything else. A product sampling campaign looks very different from a content-driven, social-first activation designed to go viral. Be specific. 'Driving traffic' isn't a goal. 'Increase booth visits by 25% and capture 300 new qualified leads and track event engagement metrics through QR scans and UGC shares' is. Step 2: Know Your Audience Photo Credits: AIRBNB Who are you trying to reach, and what kind of experience will resonate with them? A high-energy gaming crowd? Luxury fashion enthusiasts? B2B decision-makers? If you're targeting Gen Z, think interactive, digital, and highly shareable. If it's a B2B audience, make it educational and valuable. If it's a lifestyle brand, focus on creating an emotional connection. Example: Barbie (2023 movie) nailed their audience with an immersive, culture-spanning marketing campaign. Knowing they had a nostalgic millennial crowd and Gen Z to impress, they went all out. They launched interactive selfie generators, brand collaborations with everything from Crocs to Airbnb (yes, the Malibu Dreamhouse was real), and viral memes that took over TikTok and Instagram. It wasn't just a movie release; it was a cultural moment that blended humor, style, and meta commentary, hitting every demographic sweet spot. Step 3: Create an Experience That Stands Out Photo Credits: Salesforce Once you know your goal and audience, it's time to get creative. The best experiential marketing campaigns: Are unexpected and memorable Invite participation (not just observation) Spark emotion - whether it's excitement, nostalgia, or curiosity Have a clear brand connection (it's not just about being cool, it needs to make sense for your brand) Example: Salesforce's Dreamforce event turns a standard conference into an immersive brand experience. With interactive product zones, wellness areas, and themed environments like 'Trailhead Forest,' it blends learning, networking, and entertainment. The result is deeper engagement and lasting brand impact, far beyond a typical B2B event. Step 4: Build In Shareability Your audience can be your biggest marketers if you give them a reason to share. What makes something shareable? Visual payoff or reveal moment Clear branding in photo zones Easy call-to-action (hashtag, challenge, exclusive offer) Bonus for sharing (VIP access, content unlocks) Example: HubSpot's INBOUND conference uses bold stage design, interactive art installations, and branded photo ops to fuel social sharing. Attendees snap and post everything from keynote moments to custom neon signs with event hashtags, turning the conference into a content engine that spreads far beyond the venue. Step 5: Measure & Optimize Experiential marketing isn't just about 'was it fun?' It's about 'did it work?' Track key success metrics: Foot traffic & participation numbers Social media engagement (shares, mentions, UGC) Lead generation or sales impact Brand sentiment (what are people actually saying?) No campaign is perfect from the start. Run a debrief while the experience is still fresh. Capture what worked, what didn't, what surprised you, and refine your strategy for the next activation. What to Avoid: Common Mistakes in Experiential Marketing Photo by AnnaStills/Adobe Stock Even with a great idea, execution can break down fast. Here are the key pitfalls that separate a buzz-worthy experience from one that misses the mark and how to avoid them. 1. Designing in a Bubble Too often, campaigns are built around brand priorities instead of audience context. If your activation doesn't align with where it lives (event setting, crowd mood, surrounding noise), it won't land. Fix it: Start with the moment. What does your audience need right there? A break? A surprise? A sense of belonging? Let that guide the concept. 2. Leading With Spectacle Instead of Strategy A showy activation might get attention, but without a purpose, it's just noise. Fix it: Anchor every creative choice to a goal. Want leads? Build in data capture. Want conversation? Make the message clear and worth repeating. 3. Skipping the Operational Details Poor signage, long waits, confused staff, or tech that fails mid-demo can ruin the experience, no matter how creative it is. Fix it: Run a test walkthrough. Train staff. Stress test the tech. Make sure the logistics support the concept, not undermine it. 4. Collecting Data Without a Plan Capturing email addresses isn't enough. If you're not collecting meaningful insights or building toward something, you're wasting the touchpoint. Fix it: Use the experience to learn something actionable: preferences, intent, feedback. Tie it to your follow-up strategy. 5. Measuring the Wrong Things Foot traffic and impressions are surface-level. They don't show whether the campaign moved people to care, act, or return. Fix it: Track what matters: behavior change, sentiment shift, qualified leads, conversion. Build metrics that tie back to the business. 6. Letting the Story End at the Exit The event might be over, but your audience is still listening. Many campaigns don't do anything to continue the relationship. Fix it: Have a re-engagement plan: personalized follow-ups, exclusive content, or social recaps. Make sure the story continues after the experience. 7. Treating It as a One-Off If the activation doesn't connect to the rest of your marketing, you lose momentum and potential. Fix it: Integrate. Repurpose content from the event. Make sure messaging and insights carry through to other campaigns, digital channels, and sales. The Future of Experiential Marketing: What's Next? The experiential marketing landscape is always evolving. What worked five years ago won't necessarily work today. Here's where the industry is heading, and how to stay ahead: 1. Hybrid Experiences Are Here to Stay What started as a necessity during the pandemic has evolved into something far more immersive. With advancements in AR, VR, spatial computing, and AI, hybrid experiences are no longer just live-streamed events, they're layered, surreal, and increasingly indistinguishable from reality. Expect more activations that mix physical experiences with digital overlays, letting audiences step into branded worlds that feel both real and imagined. Photo Credits: GUCCI Example: Gucci's 'Gucci Garden' inside Roblox let users explore a virtual art space, buy digital clothing for their avatars, and even attend virtual events. It expanded the brand's reach beyond traditional audiences. What This Means for You: If you're planning a live activation, think about how to extend it digitally, through livestreams, AR experiences, or virtual engagement. 2. AI & Personalization Will Take Center Stage Consumers expect experiences tailored to them. AI-driven activations that adapt in real-time will become more common. Photo Credits: BMW Example: At CES, BMW created an AI-powered car experience where visitors could interact with a virtual assistant that learned their preferences and responded in a personalized way. What This Means for You: Look for ways to make your experiences feel more personal, whether it's through AI, interactive content, or custom-tailored engagement. 3. Sustainability Will Be a Key Factor Consumers care about sustainability more than ever, and brands that don't align with these values risk being left behind. Expect more eco-conscious activations. Photo Credits: Patagonia Example: Patagonia's 'Worn Wear' initiative has evolved into a series of ongoing pop-up events that encourage consumers to buy used Patagonia gear or trade in their old items for store credit. These events not only highlight the brand's dedication to reducing waste but also create a community around sustainable fashion. What This Means for You: Consider how your activation can be sustainable, from using eco-friendly materials and reducing waste to creating experiences with a long-term brand equity. 4. The Rise of Experiential Retail Shopping isn't just about buying anymore, but about the experience. More brands are turning their stores into interactive destinations. Photo Credits: Nike Example: Nike's House of Innovation stores feature customization zones, product testing areas, and even AR-powered shopping. What This Means for You: If your brand has a retail component, think beyond just selling. How can you turn your store or space into an experience? Why Experiential Marketing Matters Now More Than Ever In a time when attention is fragmented and digital noise is constant, people crave moments that feel real. Experiences that speak to them directly. That makes them part of something. Experiential marketing works because it's not about broadcasting. It's about connecting. And for event professionals, that's the goal. The best experiential campaigns are grounded, intentional, and audience-focused from start to finish. So, whether you're planning a major brand activation, a small pop-up, or a virtual experience, the goal is the same: Make it meaningful. Make it memorable. And make it something worth talking about. Published on 23rd October, 2018 | Last Updated on 20th May, 2025
Associated Press
19-05-2025
- General
- Associated Press
How To Make Your Event More Sustainable
Ready to go green at your next event? Drawdown Georgia's free toolkit, 'How to Make Your Event More Sustainable in Georgia,' provides everything you need to get started—from venue selection checklists to questions for caterers, from waste management strategies to recommendations for local sustainable vendors. Check out the toolkit today and join Georgia's community of forward-thinking event professionals creating gatherings that not only bring people together but also protect our shared environment. Together, we're bringing climate solutions home--one event at a time. Visit 3BL Media to see more multimedia and stories from Ray C. Anderson Foundation
Skift
13-05-2025
- Business
- Skift
The Unofficial Guide to IMEX Frankfurt 2025
With 63,000 business meetings happening across three days, IMEX Frankfurt is a maze of opportunity and overwhelm. Here's your tactical guide to getting real value from one of the industry's biggest events. Next week, 12,000 event professionals will descend on Frankfurt to make deals worth millions. Whether you're a first-timer or veteran, maximizing your ROI at IMEX requires strategic planning and ruthless prioritization. Here's what actually works: IMEX Frankfurt is one of the industry's largest trade shows. Around 12,000 meetings, events and incentive travel professionals will come together next week in Frankfurt. This annual Spring gathering dates back to 2003, and precedes IMEX America which launched in 2011. Just like at IMEX America, its sister show, at IMEX Frankfurt you can cross oceans and hop between continents just by crossing an aisle. This year, you can meet at the corner of Singapore, Canada and Sardinia. The real value of IMEX isn't just the global representation – it's the concentration of decision-makers in one place. Recent AUMA research shows one trade show visit replaces five separate business trips. At IMEX, you can compress months of relationship-building into three days – if you know how to work it right. Make no mistake, the show is intense, that is one thing veterans and first-timers agree on. Success requires being ruthlessly selective about your time. You'll need to embrace JOMO (joy of missing out) – because trying to do everything guarantees you'll accomplish nothing meaningful. It is important to plan carefully; these tips will help. Skift Meetings at IMEX Frankfurt 2025 Skift Meetings will cover news from IMEX Frankfurt throughout the week. The team also will present an educational session on Wednesday, May 21 (12:05–12:50 p.m.) at the Inspiration Hub (Forest Room) in Hall 9. The session, "Skift look at the latest, greatest hotels, venues and cruises for meetings and incentives," features Skift Meetings Editor-in-Chief Miguel Neves diving into key hotel and venue trends based on the "What's New in Meetings and Incentive Travel 2025" report. The report was created in partnership with IMEX and sponsored by Banff Lake Louise Tourism, Monterey Meetings, Tourism New Zealand, and Visit Lauderdale. No registration is needed, and all IMEX Frankfurt participants are welcome. Explore 135 exceptional new properties hand-picked for meeting and incentive planners The Basics IMEX Frankfurt 2025 takes place on May 20–22, 2025 in Halls 8 and 9 of Messe Frankfurt in Frankfurt, Germany. 2. English Is the Main Language The show may be in Germany, but English is its main language. All exhibitors speak English, many speak German and can run meetings in German and other languages. Almost all education sessions are in English, with some specific sessions in German, noted in the program. IMEX uses Wordly to provide live AI-powered captions and translation for education sessions. 3. Business Interactions Are the Core of the Show Like most trade shows, IMEX is all about buyers (planners) meeting with exhibitors (vendors/suppliers) to do business. In this case, to discuss booking hotels and venues, as well as other event-related products and services across the globe. Buyers and exhibitors use an online meetings system to coordinate meetings in advance. According to IMEX, buyers booked 63,000 meetings in 2024. IMEX Frankfurt show floor (Source: IMEX) 4. Planners Are the VIPs If you're a planner who regularly plans or commissions international events or incentive travel programs, you can apply to be a hosted buyer, meaning IMEX will cover your airfare and accommodation. Hosted buyers also have access to an exclusive lounge and other perks on site. Planners who pay their own way are also welcome and can register as buyer attendees. 5. It's Free to Attend The show is free to attend. Yes, visitor registration costs $0, or €0 in this case. It is not open to the public, but anyone with a professional interest in meetings, events, incentive travel, and related sectors is welcome. 6. The Show Lasts More Than Three Days The show runs Tuesday through Thursday, with floor hours from 9:30 a.m. to 5:30 p.m. (4 p.m. Thursday). Several education programs precede the main event. On Monday, IMEX offers specialized programs for association planners and corporate event planners . The Association Expert Seminar runs Saturday, May 17 through Monday. 7. Education Complements Business and Networking Education doesn't just happen before the show, it happens throughout the show. The main area for education is the Inspiration Hub, located in Hall 9, a separate hall 8. There's Life Off the Show Floor Too A lot happens off the show floor as well. Some companies have internal or client meetings, and associations hold board meetings around the show. There are also plenty of parties and networking, with breakfasts, lunches, and dinners around the show. Before You Go 9. Log In to Your IMEX account While the public IMEX Frankfurt website offers plenty of information, there is a lot more to see once you log in. This is also how you can connect to other attendees and save education sessions and other activities onto your schedule. 10. Download the App It may sound cliche, but downloading the IMEX app is a helpful way to access the exhibitor and education session listing, among lots more content. Once you login, you will see appointments and save sessions in the app, and can make changes that will synchronize with your dashboard. 11. Explore the Floor Plan IMEX Frankfurt's layout spans two main areas. All exhibitor stands are in Hall 8, the main area for networking and business. Hall 9 is the area of the show devoted to interactive learning and play. Hall 9 is also where you'll find the Inspiration Hub — the home of most education sessions — and the Hosted Buyer Lounge. In Hall 8, you can locate exhibitors based on their stand number, which is formed of one letter and three numbers. Letters (A–G) run from left to right as you enter the show and numbers (010–790) run from lowest closer to the entrance to highest at the back of the hall. The floor plan follows industry clustering: Hotels are grouped together and countries are organized by the same region. 12. Work Out What's On There are plenty of activities and gatherings happening on and off the show floor. Make sure you explore these as you are making your schedule. From exhibitor showcases and networking functions to a morning run and wellbeing sessions, there's lots to explore. Three evening events stand out and are worth exploring, Association Social (exclusive to members of select industry associations), SITE NITE Europe and the IMEX Gala Dinner . To balance the night-time activities, there is time for 'sweatworking.' The popular IMEXrun , a 5 kilometer fun run along the shores of the Main River, takes place on Wednesday morning. IMEXrun (Source: IMEX) Meetings in Advance Whether you are a buyer or not, book meetings with the people you can't afford to miss. They're busy, too. So, plan your time carefully and block out times for meals and other non-negotiables. 14. Try to Book Adjacent Meetings If at all possible, book your meetings so you don't have to traverse the show floor. This will save you time and help you keep your step-count reasonable. Traversing the show floor multiple times is a sure recipe for exhaustion, so make sure you refer to the floor plan when you make your meetings to make sure they are never too far apart. 15. Avoid Stuffing Your Schedule It's easy to have back-to-back meetings all day. Avoid this if you can. Things will pop up, and having some wiggle room will help. You may also want to consider freeing the first hour of the day to get your bearings. 16. Connect in Advance Don't wait until you are on site to start networking. Instead, connect with people online and start those critical conversations, particularly if you are meeting for the first time. Connecting the dots before you meet is a great way to make the most of a busy show. 17. Block Your (Non-IMEX) Schedule It may be tempting to try and have a typical work week while taking in the show on-site. Avoid this at all costs. Trying to do both is a sure recipe for disaster. If you've invested the time in being at the show, ensure you are fully present. Do yourself a favor, set an out-of-office message, and be present. 18. Plan Your Way to the Show Planning local travel is important. Arriving by train to Messe Frankfurt is handy as the venue has its own station served by multiple S-Bahn train lines. You can also walk or take other transportation to one of the entrances to the venue. The most common is the entrance by the Maritim Hotel Frankfurt, where you walk or take a free shuttle bus to Halls 8 and 9. If you'd rather take a taxi, it will drop you off at the entrance to Halls 8 and 9. Note that if you are attending as a hosted buyer, you will have shuttle buses available to and from the airport as well as to and from your hotel. 19. Make a Packing List Comfortable shoes : These can be formal or casual, but have to be comfortable. Best avoid brand-new shoes that haven't been broken in. : These can be formal or casual, but have to be comfortable. Best avoid brand-new shoes that haven't been broken in. Reusable water bottle : This is the best way to stay hydrated, and there are plenty of places to fill up across the show floor signaled on the floor plan. : This is the best way to stay hydrated, and there are plenty of places to fill up across the show floor signaled on the floor plan. Healthy snacks : Consider having a healthy snack, like a pack of nuts, in case you need a boost of energy during the long days. : Consider having a healthy snack, like a pack of nuts, in case you need a boost of energy during the long days. Business Cards: Whether you prefer physical or digital business cards, ensure you are ready with them. Bring any other materials you need. Come prepared to do business. Whether you prefer physical or digital business cards, ensure you are ready with them. Bring any other materials you need. Come prepared to do business. Passport: Unless you live in Germany or within the Schengen region, you'll need a passport to enter the country. You are unlikely to need it during your time in Frankfurt though, so best store it safely in your hotel safe. Unless you live in Germany or within the Schengen region, you'll need a passport to enter the country. You are unlikely to need it during your time in Frankfurt though, so best store it safely in your hotel safe. Euros: While credit and debit cards are widely accepted in Frankfurt, cash (€Euros) is king, and it will help some purchases move along much faster. While credit and debit cards are widely accepted in Frankfurt, cash (€Euros) is king, and it will help some purchases move along much faster. Your name badge: IMEX sends all attendees name badges digitally and encourages printing in advanced. On Site 20. Help is Available If you need assistance, a good place to start is by heading to the help desk at the entrance to Hall 9. You can also look out for IMEX staff, they know the show in-depth and are always ready to help. Lastly, you can simply speak to the help staff wearing red as you enter Hall 8. First timers tour at IMEX Frankfurt (Source: IMEX) 21. Carry Your Business Cards With You Assuming you packed them, or opted for a digital business card, make sure you are ready to share your contact details with people you meet. 22. Get the Lay of the Land Navigating the show is tricky, even for experts. When you first arrive, take a few minutes to explore the whole show (both Hall 8 and 9) to get your bearings. If you don't have appointments booked first thing, this is a good time to do so. In Hall 8, the larger and taller stands are good reference points; make sure you get the hang of how stands are numbered (see tip #11). 23. Stay Connected You always want to stay online in case schedules change or if you want to look something up. With this in mind, ensure you have a firm 5G connection or check the available Wi-Fi hotspots. Many spaces on the show floor offer Wi-Fi, so be on the lookout. You may also want to bring an extra charger and charging cables. You will likely run out of juice. 24. Education Is Mostly at the Inspiration Hub The Inspiration Hub — located in Hall 9 — is the main area with education content at IMEX Frankfurt. There are around 200 sessions taking place there throughout the show. So if you have some free time, explore this area. Most sessions are open to drop-ins, and many use formats like campfires allow small group engagement with top speakers and experts. Forest Room, Part of the Inspiration Hub at IMEX Frankfurt (Source: IMEX) 25. There's More Education on the Show Floor This might be confusing at first, but there are plenty of exhibitors offering educational content at their stands. It's a good idea to explore these options too. 26. Locate the Hosted Buyer Lounge If you're attending as a hosted buyer, you can access a dedicated Hosted Buyer Lounge. Use it. You can take some time off, get refreshed, and much more. There is also dedicated IMEX staff at hand to help you, so don't be afraid to ask for help. 27. Practice Self Care Make sure you drink plenty of water. We tend to talk a lot at trade shows, so don't let your throat dry up. You are also encouraged to join the IMEX Wellbeing Challenge and get rewarded for participating in a range of wellbeing activities. 28. Think in 30min slots Business meetings at IMEX happen in 30 minute increments. This is how the buyer-exhibitor meetings are scheduled. While some education and other activities may not follow this flow, it is important to be aware of it when you make plans. 29. Look Out for Exhibitor Activations Exhibitors use stand activations to attract buyers by showing off some of the most exciting things their destination or brand offers. This manifests in many ways, from dancing to massages and VR headsets to photo ops. As a result, there is plenty to explore in all corners of the show. IMEX Frankfurt Exhibitors (Source: IMEX) 30. Get Caffeinated Plenty of outlets sell coffee around the property, but looking out for great coffee being served at the larger stands is a nice hack. These activations are aimed at attracting buyers, so please keep this in mind. Most exhibitors are happy to invite visitors for coffee, and some even have creative baristas showing off their skills. 31. Enjoy Exhibitor Hospitality It's not just coffee being served on the show floor. Some stands have fully stocked bars and attract buyers with signature cocktails and mocktails. These are great networking opportunities, so make the most of them. Remember to pace yourself — IMEX is a marathon, not a sprint. 32. Raise Your Glass and Connect Later in the afternoons, from around 3:30 p.m. on Tuesday and Wednesday, many exhibitors host parties and networking receptions. This can be a lot of fun, but also quite noisy if you have a business appointment next door. Look out for fun activations and great food. 33. Don't Neglect Thursday It's no secret, Thursday, the show's final day, is considerably less busy than the first two. But, you can use that to your advantage. While the aisles are less active, the education program continues in full swing. Exhibitors can have more relaxed conversations with all attendees, whether they have a buyer badge or not. Some exhibitors swear that their best business and networking takes place on the last day. 34. Find Inspiration Through Your Network A top networking hack is to ask people you meet to introduce you to others. You can also ask them for their highlights of the show. Shows like IMEX Frankfurt bring together industry professionals who are connected in many ways. You never know who knows who, and this is a great way to lean on serendipity to build your network. 35. Keep Sustainability in Mind IMEX is known for taking sustainability seriously, including sharing a full report for each show. You can do your bit to help reduce the show's carbon footprint by using public transport, avoiding animal-based food, recycling your waste, and using a refillable water bottle. You can learn more about IMEX's sustainability initiatives at the IMEX People & Planet Theatre in Hall 9. Sustainable Event REport - IMEX Frankfurt 2024 (Source: IMEX) 36. Share Your Experience Online There is one way to be in more than one place at once: by joining the conversations happening online. You can share your experience or simply follow the IMEX accounts that share plenty of fun and useful content on Instagram and LinkedIn. You can also search for 'IMEX' or the #IMEX25 hashtag to see more content from others. After the show 37. Be Kind to Yourself An intense trade show is not kind to the body or mind. If all goes well you will leave with lots of business done, new or rekindled connections and plenty of fresh ideas. You are also certain to leave exhausted, so give yourself a little time to recover. 38. Follow Up Don't neglect your health, but equally, don't forget to grab the opportunities created. It doesn't matter how you follow up — email, LinkedIn, Instagram, or by subscribing to a newsletter, but do so soon after the show. Whether you are exhibiting or just attending, continuing conversations is the best way to ensure your investment in attending the show is not wasted. One last thing. Save the date for IMEX America , October 7–9 in Las Vegas, NV. Skift Meetings will offer a brand-new Innovation Lab the Monday (October 6) before the show, as well as covering the news from the show. IMEX Frankfurt's younger sibling is larger, attracting around 15,000 to Vegas in the fall, with a core focus on the U.S. market. It's the same but different, after all hosting an IMEX event is one of the few things Frankfurt and Las Vegas have in common.
