www.eventmarketer.com: They call NRF “Retail’s Big Show” for a reason. For one, the sheer amount of market innovation and engineering presented at the New York City-based trade show is vast. And, from an experiential marketing point of view, the expo floor is a feast for the senses. During our spin around the Javits Center this year, we spotted several trends, but we also took note of some clever ideas that gave exhibitors an edge. Here’s a snapshot.
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Attending a trade show like NRF 2025 must have been an eye-opening experience, and reading about the creative experiential tactics used by different brands gave me a lot to think about. What stood out to me the most was how brands are finding new ways to engage attendees beyond just showcasing products—they’re crafting experiences. The passport program by SUSE and its partners was a brilliant example of cross-brand collaboration. I liked how it encouraged attendees to interact with multiple companies in a fun, gamified way while also serving as a data collection tool. It’s a win-win: attendees get a chance to win cool prizes, and brands gain valuable engagement and insights. I can see how this kind of approach could be used in other industries too. Salesforce’s cookie cart was another standout for me. In the middle of a high-energy event where people are constantly moving from one booth to another, offering a simple treat and a friendly face is such a smart move. It’s a reminder that sometimes, small thoughtful gestures can leave a lasting impression. Plus, who doesn’t love a free cookie?
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