News & Articles - business-to-business

  • Skip the Plan, Embrace the Pop-Up

    Spontaneity is anathema to a well-planned event. Spontaneity isn’t planned, which means it’s probably getting in the way of something that is, which means attendees’ sacrosanct schedules are being upended and taking the planner’s reputation with it. Planners might be forgiven, then, for wanting to smother the impromptu — something they’d plan for, surely — under the weight of timetables, clear instruction to staff and precise allocation of resources. Trade show attendees are counting on them. Right? Turns out, they might…

    Event Branding & Marketing, Event Operations

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