The KESCH Blog

We are at a turning point. Today, people spend more money on experiences than on products. It’s not ownership that defines status – it’s the memory, the story, the moment.

A kick-off is the first big brand moment of the year. The decisive factors are connection, experience and personality – not program points. Those who implement these trends not only get the year off to a good start, but a meaningful one.

IMEX used to be just a trade fair. Today? A look into the future of the event industry. Our Head of Brand Experience, Mario Flieger, experienced first-hand how quickly our industry is evolving: from AI tools to new design principles and completely different expectations from participants.

Maybe you’ve already noticed: A few months ago, we packed boxes and moved. More team, more projects – so we also needed more space. Growth needs space – and we didn’t want just any space, we wanted an experience space. Now we have 800 m² that suits us. Welcome to the new KESCH office.

If your team doesn’t live the brand, your customer certainly won’t. The strongest brand experience starts internally: with formats, rituals and experiences that turn employees into convinced brand ambassadors.

Why Essen 2025 will be an event highlight: Creating real experiences with dirty sodas, DIY stations and sustainable catering.

Event marketing is much more than just organizing a party. It’s about creating a unique experience that will be remembered for a long time and generate enthusiasm among your target group.

Imagine attending a soccer match and being greeted by a robot that scans your ticket. In the stadium, another robot accurately mows the grass while its colleague keeps the surroundings clean by collecting garbage and cups. At the beer stand, another robot helps pour the beer. This is not a distant vision of the future, but a reality that is becoming increasingly present in the event industry.

Trend #7 is all about the much-used term “work-life balance” and the family.

To put it bluntly, we are one of the leading brand experience agencies in the DACH region and regularly work for national and international clients.

Trend #6 is all about safety at events. What needs to be considered and what new challenges are we currently facing?

You think trade fair marketing is just a simple stand at a trade fair? Far from it! At KESCH, we show you how to transform your trade fair marketing into a unique brand experience event. Immerse yourself in the world in which your brand becomes the main actor.

Trend number 4 is about data and data-based decisions for events. How can they help you plan and execute your events better?

After introducing you to sustainability and CO2 neutrality at events in Trend #2, Trend #3 is all about pop-ups.

Today I would like to present another key trend that is becoming increasingly important in the event industry and which we cover in detail in the eighth edition of our trend report, in which we have integrated the area of brand experience for the first time: Sustainability at events is the focus topic for 2024.

In my last blog post, I introduced you to the new KESCH Event & Brand Experience Trend Report 2024. Now I would like to take a closer look at each trend and discuss it in detail by dedicating an article to each trend.