When the internet was new, a lot of people predicted it would kill the trade show. Why spend all that time traveling and walking the aisles when you could stay at home Googling?
Not only did that not happen, live events are bigger than ever before – especially in B2B, where they’re eating up budgets and absorbing entire marketing teams for months on end.
Events like the Festival of Marketing just go from strength to strength, proving that people still want to hang out with and learn from other people.
But today, a different kind of B2B event has emerged and is dominating the genre: the single-vendor supershow.