In this episode of Barefoot Business, Liz Lathan chats with MK Granados, the brilliant mind leading sponsorship innovation at Informa Markets. From orchestrating trade shows and brand activations to finding new ways to create meaningful attendee experiences, MK shares stories and strategies that elevate events beyond the basics.
They dive into wild activations, including Samsung battery swaps at SXSW, Deadpool-branded toilet seat covers at Comic-Con, and corgi traffic stoppers in New York City. Liz and MK discuss the importance of breaking free from boring metal-tier sponsorships and embracing creative approaches that are win-win-win: good for the sponsor, the event, and most importantly, the attendees.
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