We tend to complicate B2B marketing, but at its core, it’s about people. People are at the center of organizations – those making business decisions and striving for success. They want to feel confident, empowered, and excited in both their personal and professional lives. Ultimately, it’s how we make people feel that matters most. That’s why we created The PureSpectrum Experience (PSX). It’s the guiding principle for how we operate, driving all our stakeholder interactions to deliver exceptional experiences for our customers, employees, and partners alike.
From caffeinating attendees at IIEX and Quirk’s to bringing an arcade’s fun to London with an interactive claw machine and foosball table, and adding flair to conferences in Germany and France with EOS lip balms and jazzy socks, we always put the attendee at the heart of our experience strategy. We ask ourselves: What will genuinely excite and delight them? What unique elements will enhance their experience? How do we make them feel valued, inspired? And let’s be honest, how many pens does one person really need?
These considerations lead to meaningful and memorable interactions that create a lasting, positive impression on attendees and enhance their perception and feelings toward our brand.
This year, we took it to the next level at Quirk’s NY with our Build-a-Bear experience. We set out to infuse joy and excitement into the world of conferences while doubling down on what we do best—making life easier. How many people scramble at the airport to find a last-minute souvenir for a child, significant other, or friend? How many attendees want to genuinely interact and connect? It turns out, stuffies aren’t just a hit with kids. Our booth became a lively space with attendees sharing laughs, wishes, stories, and memories (oh, childhood nostalgia!). We offered more than a stuffed animal; we created a happy place—a moment to be a kid again, setting aside business, work, stress, and the overwhelm of new places and faces. The never-ending lines and smiles were a testament to the joy we brought. Attendees spent time taking pictures, connecting with peers, and bringing us into their world. We created an opportunity to build relationships, not just bears.
What makes event and experiential marketing special is that these interactions happen in real time—the emotions, connections, and feedback unfold before our eyes. Of course, there is a lot of hard work that happens in the shadows to bring so much light to the final results. The creative process is iterative, it’s collaborative, and it’s strategic. Our team brainstorms ideas, meticulously plans every detail, and then brings them to life. From managing budgets and timelines to maximizing audience engagement, every aspect is crucial in building effective brand activations. By aligning every touchpoint with our brand’s message, goals and core values—Simplicity, Transparency, Innovation, and Quality—we craft cohesive, engaging, and impactful experiences that reinforce our brand story and resonate with our audience. This approach not only strengthens brand awareness and loyalty but also delivers sustained value through partnerships based on authentic connections, meaningful engagement, and a commitment to exceptional experiences.
So, how do we, as experience marketers, keep building brand magic and delivering PSX? The task seems daunting (and it is), but that’s when the fun begins. Stay tuned.
About the Author
Noor Eid is an energetic marketing and branding professional, with a passion for building and growing world-class brands across international industries and markets. Over the years, Noor has executed award-winning campaigns and brand-led business transformations for clients that range from the non-profit sector to multinational corporations. In her current role, Noor leads the Brand Experience team at PureSpectrum, where she develops global brand experience strategy and curates bespoke, elevated activations and events for prospects, clients, and partners. Noor’s brand engagement ethos is rooted in a shared vision of making lives easier.