Although the last marketing decade has taken place on social networks, there is still one marketing tool that is unmatched - events. From the first days of civilization, in ancient Mesopotamia and the markets where customers first encountered the product, until today, when the biggest companies like Apple and Google organize events where they present their products, the combination of interaction and visual appeal of the brand remains the strongest marketing mix.

Throughout the history of marketing development, events or some variation of events such as exhibitions, tastings, tests, meet-ups, and showrooms have remained ideal opportunities to achieve the ultimate goal of marketing: inclusion or engagement.