As attendee expectations continue to rise, innovative activations have become one of the most effective ways for brands to cut through noise and create meaningful engagement. In the February 2026 issue of Trade Show Executive, Matt Keowen, Senior Vice President of Marketing at Nth Degree, shared how the company is leaning into analog experiences and rethinking personalization to drive deeper connections on the show floor.
Rather than relying only on large-scale digital ways to capture attention, Nth Degree leaned into tactile, handcrafted moments inspired by broader cultural trends.
“Trends like vinyl collecting and handcrafted florals at Rockefeller Center show that craftsmanship now signals premium quality,” Keowen explained.
The shift reflects a broader change in how audiences value experiences today.
“The pendulum has swung: Analog isn’t retro – it’s the new premium. Listening bars, vinyl, collectibles, and handcrafted experiences show how culture is craving texture and authenticity. Events are no different. When you give attendees something to touch, taste or create – something taps that memory or curiosity – that experience lasts far beyond the show floor,” added Keowen.
In addition to rethinking materials and environments, Nth Degree also reconsidered how personalization shows up at events. Rather than relying on algorithmic or digital-first approaches, the team leaned into physical, human gestures – moments that felt crafted, tactile, and intentionally personal.
That philosophy came to life through a range of hands-on experiences designed to invite participation and connection. One example was an activation where guests created hand-painted cowboy hats as personalized takeaways, a process that naturally increased engagement and extended dwell time. The same thinking informed Nth Degree’s presence at IMEX Americas 2025, where the team created an old-fashioned candy store concept, prioritizing nostalgia, choice, and human interaction over a digital-heavy booth.
“The goal was simple: spark curiosity and start real conversations,” continued Keowen. “It worked – attendees stopped, smiled, and asked what we did. That analog icebreaker helped us generate three times more qualified leads than expected and produced richer, more memorable interactions.”
Nth Degree designs activations to function as conversation starters rather than passive displays, focusing on engagement that feels natural and memorable.
Read the full article in Trade Show Executive beginning on page 24.