Experiential Strategy is the Foundation

Experiential Strategy is the foundation of effective event marketing. It’s about using research and data to make informed decisions. It’s about leveraging key insights to deliver more impactful experiences. It’s about creating greater value for the business and the audience. Our dedicated strategy team led by Senior Vice President Strategy, Marc Herron, addresses client-specific needs and delivers insights that fuel the experiential process.


For help with insights on developing a strategy for your experiential program or integrating a social media campaign, download the Strategy and Social Media content on this page.

Event Marketing

Thinking Strategically

Approaching your event programs strategically allows you to be more proactive, navigate organizational challenges and drive greater value to your business. Learn nine ways to optimize your event marketing programs and make smarter event decisions.

Trade show services strategy pdf.
Sparks Strategic 4-Step Process

Get a Quick Overview

Sparks consultative offerings help clients make smarter, data-informed event decisions. Develop insights, strategies and ideas that inspire exceptional design and content creation.

sparks strategy quick overview

Strategy Case Studies

See how we’re changing the way some of the world’s biggest brands approach their event programs.

1. Dell
2. Pentax Medical
3. Diebold

Event Marketing Strategy

Social Media 101

Learn the basics to drive a more effective social media strategy for events. Find out how to get more bang from your event budgets. Social media delivers more value by impacting a larger audience, maintaining value-driven relationships and creating assets for multiple channels long after the event.

Trade show services strategy social media 101.

Social Media Content Downloads

The social strategy basics to industry trends to some eye-opening facts and figures.

1. Social Media Quick Overview
2. Connecting the Dots
3. Get the Numbers