What Brands Should Demand from Their Experiential Agencies

The stakes have never been higher—and the opportunity never greater. With 74% of Fortune 1000 marketers increasing experiential budgets in 2025 and modular sustainable booth systems now dominating exhibitions for the first time in industry history at 65%, corporate brands face an unprecedented moment of transformation. The question isn't whether sustainability will help define experiential marketing success—it's whether your agency partners are ready to deliver the environmental innovation and cost efficiency that modern business demands.

Your brand has a tone, a personality, and maybe even a sound (think of the iPhone's "swoosh"). 

Now, all it needs is a smell. 

If the idea of a branded aroma seems offbeat, you're probably not familiar with the scent marketing niche. However, you can be sure that more companies will embrace the power of nose-friendly branding, especially as the martech and scent technology marketing industries grow.

Using AR Experience Data to Elevate Future Event Strategies

Augmented reality-powered event experiences not only create unforgettable events in real time but also generate valuable attendee data. This experiential marketing data from customer interactions with AR can be collated and analyzed to produce robust insights for future marketing and event strategies.

Relationships are the cornerstone of successful business partnerships and, oftentimes, successful business outcomes. Promising projects can easily take a turn for the worse without a clear understanding of roles, responsibilities, and expectations.

[Article links updated. Originally published on April 17,2020.]

Every event needs a plan before it can get off the ground. Organization and attention to detail will ensure that every facet of the event — from marketing to logistics to vendor management — is aligned and ready to go. Keeping track of those variables is quite an undertaking, but creating an event management strategy can keep everything in focus.

But where do you even begin? Start by identifying a primary objective that connects to your brand goals. After that, your job is to ensure that every step of your event planning ladders up to help you achieve those goals. Otherwise, you’ll never know what you need marketing to say, what role logistics will play, or what you need to tell vendors.