mdg | Event Marketing Agency for Trade Shows and Associations

Case Study

• Attendance grew from 14,000 to over 21,000 across five show cycles
• International participation reached 30% of total attendance
• Two industry events chose to partner with IBIE rather than compete

Client

International Baking Industry Exposition (IBIE)

Challenge

IBIE had a strong reputation in the grain-based food industry, but attendance was declining and competitive pressure was increasing. Industry consolidation and the rise of niche events were changing the landscape, while the show’s existing audience strategy had grown stale. Organizers engaged mdg to help them identify emerging audience segments, understand changing market dynamics — and ultimately secure the event’s future.

Approach

mdg conducted interviews with committee members, exhibitors, attendees and media partners to clarify growth barriers and uncover new opportunities. The team then analyzed food consumption trends, market data, demographic shifts and competitive activity to learn which audience segments and international markets were most likely to engage. Those insights informed a long-term strategy designed to expand IBIE’s reach, strengthen its market position and build stronger connections with previously underserved attendee groups.

Results

Over five show cycles, attendance increased 50% while international participation grew to 30% of total attendance. Sponsorship revenue expanded alongside audience growth
and the exhibit floor consistently sold out. As IBIE strengthened its position within the industry, two competing events ultimately chose to partner with the show rather than compete directly.

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