Experiential marketing, sometimes called "engagement marketing", "event marketing", "on-ground marketing", "live marketing", or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. One tool of an experiential marketing strategy, the trade show, requires special attention and planning to make it a success. These resources provide information on how to plan and execute a trade show exhibition successfully.