EMS 2022 Post-Show Summary

The three-day event brought together B2B and B2C brand-side marketers, experiential marketers, and agencies for the ultimate group conversation on event industry trends.

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Experiential Marketing is rebounding MGM GRAND, LAS VEGAS, APRIL 29th—Live brand activations are back in a big way as brands are scrambling to reconnect with their audiences with face-to-face events. This year’s experiential marketing summit highlights the incomparable effects experiences have on customers from increasing brand loyalty to educating prospects. Team members from Event Architecture (EA) were present at the summit to display EA’s European-designed event structures. Along the way, they walked the show floor, met with experiential marketing gurus and discovered the latest trends in the industry. Here are their key takeaways. High-tech and outdoor events are working together Technology is great... when it works. And it’s working a lot better, especially in conjunction with outdoor events. In years past, the unpredictability of the natural elements and lack of user-friendliness was a cause for concern over the reliability of tech. However, it was clear from the summit that technology is evolving and, as a result, becoming easier to use, more affordable and more compact. This is good news for experiential marketers looking to use technology to boost engagement at events. One example displayed at the show was a movement-activated device that can sense when a person is nearing a product. As soon as the person approaches, audio video (AV) content is triggered with information about the product. Event designers want new structures As always, event marketers are searching for new structures to help their clients stand apart from other companies that are competing for the attention of attendees. Event Architecture’s solutions brought well over 150 people to the booth. EA’s team listened carefully to the common complaints agencies and experiential marketers have about current event structures. Standard tents provide minimal protection against the elements and they’re a dime-a-dozen. Shipping containers are massive, bulky and rigid. Event Architecture provides a solution in the form of our Creative Structures and modular portable event structures. EA's line of premium event structures are easy to modify, ship and come with climate control options while our Creative Structures provide a unique alternative to tents. Conclusion This year’s event was night and day in comparison to last year’s EMS in Chicago. Though attendance is not yet at pre-pandemic levels, attendance did double from 2021, and everyone is optimistic that the show is returning stronger than ever. We are looking forward to seeing you on the show floor in April 2023 at Ceasar’s Palace in Las Vegas, NV! Event Architecture provides unique structures that ensure brands make a big impression no matter where they are. To discover how we can help you attract more buyers, contact us here or give Event Architecture a call at 972-301-7713.