Sweets & Snacks Expo 2026: Turning a Four-Day Event Into a Year-Round Marketing Engine
17,500 Attendees | 1,000 Exhibitors | 18,834 New Followers | 4M+ Impressions | 84K+ Engagements
The Client
The Sweets & Snacks Expo is the premier event for the confectionery and snack industries, bringing together retailers, manufacturers, brokers, suppliers, and industry leaders to discover innovative products, explore trends, and build valuable business connections.
In 2026, the Expo made its highly anticipated debut in Las Vegas, welcoming more than 17,500 attendees and 1,000 exhibitors from around the world.
The Challenge
Sweets & Snacks Expo needed more than event coverage.
The goal was to:
- Grow audiences across social media platforms
- Increase visibility for exhibitors and sponsors
- Capture the energy of the event in real time
- Create meaningful engagement before, during, and after the show
- Build a content library that could support marketing efforts throughout the year
The challenge wasn't simply creating content, it was creating a strategy that would maximize the value of the event long after attendees left Las Vegas.
Our Approach
Start With Strategy
Months before the event, AR Marketing developed a content strategy focused on attendee growth, exhibitor visibility, audience engagement, and long-term content utilization. Our team identified key content opportunities, mapped major event moments, created platform-specific plans, and established workflows that allowed content to move from capture to publication in real time.
Build a Specialized Event Team
To execute the strategy, AR Marketing deployed a five-person event marketing team consisting of strategists, videographers, content creators, social media managers, and community managers. Each role focused on a different part of the attendee journey, from content creation and publishing to engagement and social listening.
Leverage the Event Community
One of the most powerful aspects of the campaign was audience amplification. Beyond creating content for the event's owned channels, we actively engaged attendees, exhibitors, speakers, creators, media partners, and influencers to expand the event's reach and create authentic conversations across platforms.
Engage in Real Time
Throughout the event, our team monitored comments, messages, mentions, and attendee-generated content. By actively responding to conversations and engaging with content where the event wasn't tagged, we increased visibility, strengthened relationships, and kept engagement growing throughout the week.
Build a Year-Round Content Library
While real-time engagement was important, every piece of content was captured with the future in mind. The result was a comprehensive content library featuring exhibitor spotlights, product innovation, networking opportunities, educational sessions, attendee experiences, and behind-the-scenes content that continues to support marketing efforts for future events.
Key Takeaways
Great Event Marketing Starts Before the Event
The strongest results came from months of planning, audience development, and strategic preparation before attendees arrived onsite.
Real-Time Content Drives Results
The highest-performing content was captured and published while the event was actively happening, proving the value of real-time storytelling and audience participation.
Community Matters
Attendees, exhibitors, creators, speakers, and media partners played a critical role in expanding the event's reach. By actively engaging the community rather than simply posting content, the campaign generated stronger visibility and engagement.
Every Event Should Create a Marketing Asset
By intentionally capturing evergreen content alongside live event moments, Sweets & Snacks Expo left Las Vegas with a year-round content library that continues to support registration, sponsorship, exhibitor recruitment, and audience growth efforts.
The Results
Measured from one day before the event through one week after
"AR Marketing continues to exceed our expectations, and the 2026 Sweets & Snacks Expo was no exception. Countless attendees shared that the content was some of the strongest they’d ever seen – and I agree! We're incredibly proud of what we accomplished together and grateful for the dedication, talent, and partnership AR Marketing brings to our team."
Carly Schildhaus, Senior Director of Public Affairs & Communications, National Confectioners Association
