🗞️ See how Agriconnect created a frictionless event experience for a diverse audience. Plus, learn why organizers are now prizing connections over content, and key trends shaping the industry.
🚜 Cream of the crop: How Agriconnect uses technology to host the UK’s leading farm machinery show
By: Grip, Agriconnect, LAMMA show
In a nutshell:
LAMMA show is the premier event in the agricultural industry. From tech-savvy innovators to those who rarely use digital tools, the event attracts tens of thousands of visitors each year. As well as implementing a mobile event app at the expo, Agriconnect needed to find a way to make the participant journey as frictionless as possible for everyone involved.
Highlights:
Improved participant experience using Grip’s Event App, push notifications, and search intent data.
Streamlined exhibitor data entry via integrations and encouraged app adoption by setting up info pods at event entrances.
Use of mobile app insights to leverage valuable attendee information, monitor session popularity and provide real-time updates.
⭐️Connections over content? How event organizers are adding meetings to their events
By:Grip, Richard Barnes, Ruben Onderdelinden
In a nutshell:
We're living in a different era of events. Connection is now prized over content.
Join one of the leading lights in connecting participants, Richard Barnes, CEO of Worldwide Events the organizer of M&I, one of the longest-running MICE trade shows in Europe and beyond. The panel will also feature Ruben Onderdelinden, founder of event technology agency, Lively, who will detail how AI can be used to improve matchmaking at your events.
What you'll learn:
How introducing a pre-scheduled meeting plan was the single biggest strategic decision for M&I in its 20 year history.
Firewalking, speedboats and funfairs: Why event connections don't always need to happen in the conference venue.
How the last 25 years have changed the game: Why events have gone from product-centric, to content-centric, and now relationship-centric experiences.
🇲🇦 Richard Barnes: “Our industry deserves a more stimulating place to meet”
By: Kongres Magazine
In a nutshell:
The CEO of Worldwide Events, Richard Barnes, talks about m&i Fest Marrakesh. Fest is the company’s biggest event yet, combining the choice of an exhibition with the personalization of smaller forums.
Highlights:
A programme that promises to enhance opportunities to connect, showcase the very best of Marrakesh and its MICE capabilities.
Pathway concept: Innovative destination activities that maximize networking time in a relaxed setting, and create meaningful moments.
Hosted exhibitor spaces which aim to provide suppliers with maximum exposure while also allowing them to tell their brand or destination story in new and unique ways.
Tag will combine its services with mdg, a Freeman company, enhancing mdg’s digital marketing capabilities to better serve show organizers and associations while positioning it for growth in new markets.
Highlights:
With millennials and Gen Z shaping the workforce, the integration of Tag’s digital strategies with mdg’s marketing expertise will set events up for sustained growth.
Tag’s expertise and investments in AI technology will enhance mdg’s digital offerings, making them more efficient, cost-effective, and impactful for clients worldwide.
The acquisition positions mdg for growth in key international markets, including EMEA and APAC.
✋Five ways exhibitors leveled up core booth engagement at HIMSS25
By: Event Marketer
In a nutshell:
Exhibitors at HIMSS25 brought new innovations to booth engagement, setting the standard for interactive trade show experiences.
Highlights:
Interactive demo stations: Brands like UKG and Dell Technologies created immersive, on-brand spaces for product demos, prioritizing accessibility and engagement.
Engaging meeting spaces: Snowflake’s ski gondolas and Epic’s fireside chats transformed meetings into memorable, brand-driven experiences.
Creative activations: Salesforce’s AI-powered quest, GE Healthcare’s AI-generated portraits, and PolyAI’s nostalgic phone interaction drew attendees in.
