Making the Most of Your Business Festival Experience

So, as a brand or agency attending these events, how do you make sure you’re not just showing up, but actually making an impact?

Moving through the 2010s and into the 2020s, business festivals have evolved beyond corporate hospitality and flashy marketing stunts. These days, attendees expect immersive experiences, personalisation, and meaningful interactions. A simple roller banner and a few free tote bags haven’t cut it for a long time.

The good news is that breaking the bank is not the only way to stand out. With smart pre-marketing, creative activations, and a clear strategy, you can make a lasting impression without an excessive budget.

Some Top Tips for Attending On Behalf Of Brands and Agencies

Have a Clear Goal – It’s easy to get caught up in the whirlwind of networking and events, but don’t just attend for the sake of it. Set clear objectives, whether that’s securing ten high-value contacts, winning one major client, or strengthening your team.

Pre-Connect Before You Arrive – The real magic happens when you make connections ahead of time. Reach out to key attendees, set up meetings, and build some momentum before you even step foot in the festival.

Engagement Over Complexity – A flashy, over-the-top activation isn’t always the answer. Today’s audience is savvy, and they value relevance, authenticity, and engagement over sheer scale. A meaningful, well-executed experience will always beat a complex, disconnected one.

Authenticity is Everything – It’s easy to get lost in trends and tech gimmicks, but at the core of business festivals is human connection. People aren’t there purely to engage with brands, they’re there to connect with each other. If you can create a space that fosters those genuine connections, your brand will stand out.

The Power of Brand Ambassadors

You’ve invested in a standout activation, the design is striking, the experience is immersive, the tech is cutting-edge. But who’s actually drawing people in and making sure it delivers?

Brand ambassadors are often the unsung heroes of a successful activation. They’re not just there to hand out flyers, they’re the first touchpoint, the ones who spark curiosity, create energy, and guide people through the experience. A great activation is more than what you build; it’s about how people engage with it. The right ambassadors turn passive attendees into active participants, making your activation unforgettable.

Sustainability: More Than a Buzzword

Sustainability is no longer just a checkbox, it’s becoming a key consideration in festival activations. Whether it’s through eco-friendly materials, repeated use of activations across events or sustainable takeaways, brands that integrate sustainability authentically into their activations will resonate more deeply with today’s conscious consumers.

Brands That Have Nailed It

Looking for inspiration? Some brands have already set the bar high:

Audible at SXSW – Audible created an immersive sound experience that transported attendees into the heart of storytelling. Using spatial audio technology and interactive elements, they brought stories to life in a way that was both engaging and memorable.

Netflix at Cannes – Netflix embraced the spirit of Cannes with an activation that captured the essence of its biggest shows. They recreated iconic settings from hits like Stranger Things, Squid Game, and Bridgerton, allowing attendees to step into the worlds of their favorite series. Through set recreations, exclusive content takeaways, and interactive storytelling, Netflix ensured that their activation became an immersive experience. (check it out here).

Final Thoughts

Business festivals are evolving, and the brands that succeed are those that embrace authenticity and human connection. Whether you’re heading to SXSW, Cannes, or another major event, showing up with intention and creativity will make all the difference.

At Xi, we specialise in delivering unforgettable experiential activations that help brands stand out at business festivals like SXSW and Cannes. Want to elevate your presence at the next big event? Let’s talk!