Robbie Thain
Founder, CEO
AI-generated illustrative image. Not an official campaign image.
Marketing leaders are evaluating event investments beyond traditional booth spaces, prioritizing audience relevance and measurable pipeline generation.
On September 22, 2026, the International Business Times reported a major shift in how brand leaders select and fund their event marketing activations. The publication outlined new decision criteria for evaluating conference participation ahead of the busy fall event season. This analysis focused on several major technology events scheduled for October. Brands are increasingly weighing practical alternatives to purchasing a conventional booth to secure qualified conversations.
The operational logic behind event participation is tightening across the industry. The publication cited momencio’s 2026 State of US B2B Events report indicating that 74 percent of Fortune 1000 exhibitors increased their event budgets last year. However, only 6 percent of those same exhibitors reported confidence in converting their event generated leads into actual revenue. Exhibitions still represent 40.8 percent of exhibitor marketing budgets according to Center for Exhibition Industry Research data cited in the analysis.
Nancy Drapeau is the vice president of research at the Center for Exhibition Industry Research. She stated that the allocation of finite marketing dollars remains a compelling signal of perceived effectiveness. Yet the standard practice of securing large footprints is facing serious internal friction. The International Association of Exhibitions and Events indicates that leadership teams care primarily about lead volume, pipeline generated, opportunities created, and deals closed.
Brands are consequently testing format alternatives to traditional floor space. The analysis noted options like sharing a booth with a complementary brand, attending learning sessions, or sponsoring a targeted workshop. Freeman reports that attendees actively seek usable information from exhibitors while brands require measurable Return on Investment from those physical interactions. This tension is pushing companies to adopt strategic exhibiting approaches and consistent participation frameworks.
We view this rigorous evaluation process as a necessary correction for the experiential marketing industry. We deliver carefully executed face to face marketing experiences designed to capture attention and generate measurable sales pipeline. When brands navigate increased budget scrutiny and Return on Investment expectations, relying on passive booth traffic is a serious operational risk. CPG and food marketers face intense pressure to prove that their physical activations drive actual retail sell through.
Our measurement approach tracks awareness, engagement, and conversion. We provide clear reporting on reach, trials, leads, and sales to guide next steps in campaign optimization. This transforms temporary brand moments into actionable data that demonstrates real business impact. Choosing an event format should always start with a concrete commercial objective rather than a simple desire for massive visual visibility.
A brand must decide if an event is meant to drive product trial, secure retailer meetings, attract distributor interest, or create a specific launch moment. The International Association of Exhibitions and Events recommends moving past engagement for its own sake. They encourage the industry to prioritize measurable outcomes like dwell time and buyer decisions. We know from our own execution history that specialized targeting always outperforms massive untracked sampling volume.
Moving away from standard exhibition footprints directly alters how field teams execute in real environments. When marketing leaders shift toward fewer but highly targeted trade show booths, their logistical requirements change immediately. Staffing models must pivot from general crowd management to focused product education and precise lead qualification. Shared booth spaces also introduce complex operational questions regarding lead ownership, data capture, and post event follow up protocols.
We designed and managed a 40 by 20 foot trade show environment for Glanbia at Natural Products Expo West 2025. This activation brought think!, Isopure, Optimum Nutrition, and Amazing Grass into one coordinated physical space. We handled the concept, operations, staffing, and breakdown for the entire environment. Our field teams distributed more than 14,000 recorded product samples across the activation stations while maintaining strict flow control.
Coordinating multiple product lines within a single footprint requires rigorous attention to physical traffic patterns. When brands share costs and space, field marketing managers cannot rely on unscripted floor interactions to generate pipeline. Every interaction must be logged, qualified, and routed to the correct sales team without delay. A Director of Brand Strategy in the CPG snack division shared a perspective on this level of execution rigor.
"The Makai team turned our product launch into a sensory event that shoppers still talk about. From creative storytelling to flawless in store execution, they made snack time unforgettable. We couldn't have asked for a stronger partner." Our team created an in store experience that left a lasting impression on consumers and became a memorable brand moment.
Whether a brand is managing a shared expo footprint or choosing between localized retail demonstrations and national sampling structures, flawless operations dictate the final outcome. The move toward highly targeted formats is visible across multiple sectors in the latest industry reporting. Milad Geravand is the CEO of German healthcare startup DeepCare. He chose to sponsor a workshop at the Wellbeing at Work Summit in New York instead of purchasing a standard booth.
Geravand noted that prospective customers might not recognize their own problem while walking past a massive showroom space. He reported that DeepCare left that specific event with 42 enterprise leads following the educational workshop. Geravand also uses existing customers as a practical proxy for identifying the precise prospects his company wants to reach next. DeepCare asks current clients which events they consider genuinely exceptional versus merely acceptable.
This feedback loop filters out events that offer high attendance but low buyer relevance. Ayaz Ahmadov is the CEO of the pet care app Dosty. In 2024, Ahmadov traveled from Baku to San Francisco to exhibit at TechCrunch Disrupt after previously presenting at INMerge in Azerbaijan. He told the International Business Times that he evaluates events by researching prior investments and partnerships rather than venue prestige.
Ahmadov stated he would rather be highly relevant to 500 people than merely interesting to 10,000. Rachel Sheppard serves as the Global Strategic Director of Ventures at Mars Petcare. She advised that founders can attract valuable attention by participating in pitch competitions, panels, and educational workshops. Sheppard noted that stage participation creates openings for conversations with investors, journalists, and potential clients outside the crowded exhibition floor.
Jessica Berger of Bundle x Joy similarly suggested sharing booth costs with complementary brands to maximize limited resources. The article also describes Eugene Malobrodsky of One Way Ventures. His Pathfinders collective connects experienced founders with portfolio companies facing similar operational problems. Malobrodsky said conferences organized around a shared pain or common goal make it easier for attendees to find the right people.
He noted that participants arrive at these specialized formats with a more aligned purpose. Malobrodsky clarified that term sheets are rarely signed directly on conference floors. He described conferences as specific settings for candid conversations and longer term relationship building. A less expensive format can still fail entirely if the product presentation, lead capture, reporting, and follow up are fragmented.
The budget decision must therefore cover the complete operating model rather than just the initial sponsorship fee. Does your chosen event format provide your sales team with a reliable execution mechanism for converting physical consumer attention into qualified commercial pipeline?
When scattered attention and poor booth flow compromise the commercial viability of a physical activation, Makai builds the execution framework required to protect your investment. We connect targeted brand experiences directly to measurable retail outcomes and qualified pipeline generation. Through our Consumer Events capability, we design memorable live experiences that bring brands and people together through interaction, emotion, and engagement. Request a proposal
30 Years Experiential & Retail Activation Partner for CPG & Beverage Brands | Multi-Market Demos, Roadshows & Costco/Club Programs That Actually Sell
