It wasn’t all that long ago when experiential marketing meant flashy pop-ups intended to make trade headlines and win awards. If the buzz happened to move the needle for consumers, all the better. With a shiny new trophy on lobby shelves, agencies scratched the annual itch, and if brands found themselves firmly (albeit briefly) part of pop culture, everybody won.

FROM P.T. BARNUM TO THE WORLD’S FAIR TO A WEINERMOBILE

When P.T. Barnum’s Greatest Show on Earth took off in 1871, he became known as the “Shakespeare of Advertising” for his ability to combine a spectacle with audience interaction. From sideshows to trapeze acts, the circus left impressions that lasted well beyond the scent of elephant dung.

Marketers took notice and at the 1893 Chicago World’s Fair, we saw the first documented example of marketing that extended beyond the printed word. Brands like Cracker Jack and Wrigley handed out their goods to passersby for a taste in hopes of purchase down the road.

A couple of decades later, along came a fellow named Oscar Mayer and his family hot dog company. What started as “hot-dogging” it on the streets to hand out Weinermobile-shaped whistles turned into the legendary vehicles that are still traveling the country to stir up some brand love.

Not that there’s anything wrong with that. In fact, brand love is very much a benchmark of marketing in 2026. But there needs to be more.

TALKING TO YOU, TRUST, VALUES & ADVOCACY

As audiences continue to get younger, so do the metrics that quantify “love.” Today, prospective brand loyalists enjoy fun experiences, but without knowing what’s behind the brand’s curtain in terms of purpose-driven practices, love doesn’t necessarily follow. Today’s currency? Transparency.

DON’T SCRATCH THE SPECTACLE, BUT FORGE A CONNECTION

If media coverage and social media impressions are the goal, the effectiveness of splashy cannot be denied. Take the live Airbnb Barbie Malibu Dreamhouse of 2023, for example. There’s no doubt the numbers piled up, but with only two one-night stays open for booking, how meaningful and inclusive could it have been?

Keep it intimate and low-key. And in 2026, they’ll come.

MICRO-EXPERIENCES ARE THE NEW EXPERIENTIAL

Single-location events no longer cut it. Bring your value proposition to the masses by way of highly curated VIP moments that have the potential to include many. Invite your audience to experience your core values, your community, and even have a hand in shaping your content.

This is the stuff of the experience-first shift going forward.

HOW CAN YOU SHOW UP IN 2026?

Whether you have a trade show to think about, a new offering to launch or are simply ready to invite your audience into your DNA, Adcom can help craft a meaningful approach.

ABOUT THE AUTHOR:

As a Creative Director and Writer at Adcom, Julie Robinson helps brands connect with their audiences every day. Fact is, she’s been at it longer than P.T. Barnum led the Greatest Show on Earth, but to be fair, he didn’t get his start until the age of 60. She loves this business and thinks the Sunday Scaries are a myth.