Events are seeing a spike in popularity as pent-up demand is driving people from the dim glow of zoom meetings to the hallways of convention centers. The appeal and power of live gatherings are unquestionable. But the hard truth is there are still concerns about returning to the large-scale activations of the past. Event planners are turning to new models, like the hub and spoke event, to satiate that craving for events while keeping an…

The user-generated content customer journey is built on excitement. First, the excitement of discovering a product. Then, the excitement of ordering and anticipation of that product’s arrival. Finally, the excitement of experiencing and engaging with the product. Smartphones and social media have further accelerated this journey, placing purchasing decisions and consumer resources at the fingertips of shoppers… literally. This democratization of marketing strategy has put user-generated content front and center. Now, marketing campaigns are about…