Once upon a time, our world was a much simpler place. Event organizers would hold conferences and trade shows in physical environments, and thousands of people would show up, go home and then come back the next year (and the next year and the year after that…) to do it all over again. Nowadays, however,Read More
Over the past couple of months, the world has changed in significant, unprecedented ways. As such, the approach to building live event audiences must change in significant, unprecedented ways. While no one knows exactly what the aftermath of the global COVID-19 pandemic will mean for the events industry, we expect to see two competing sentiments:Read More
While there’s no replacing the face-to-face networking, spontaneous exchange of ideas, commerce potential and overall sensory experience associated with a live event, a virtual event can help corporations, associations, and other organizations achieve valuable business objectives. Virtual events can keep brands top of mind, audiences engaged and can help generate new leads. To create anRead More
In an era of carb-less diets and constant consolidation, you might wonder how events that serve the grain-based food industry are doing. If the International Baking Industry Exposition (IBIE) is any indication, organizers in this space are still putting bread on the table. With a strategic, aggressive, multi-channel campaign, IBIE went from a show inRead More
We often talk about the power of storytelling and making emotional connections with our audiences. One event marketing approach that maximizes the power of both of these is using testimonials. While testimonials have been a stalwart of the event marketing community for years, today—in the age of social media and review sites like Yelp—more credenceRead More
From personalized online styling services like Stitch Fix to Amazon suggesting items to purchase based on your previous shopping history, our world is becoming more and more personalized. This personalization allows products, businesses or brands to build a relationship with prospects and customers. Recently, mdg has begun applying this approach to building personalized relationships with event attendees for our clients through customer journey maps.
A consolidating industry. Low-carb diet fads that won’t die. Niche competitors around every corner. That’s what mdg has been up against since we began marketing the triennial International Baking Industry Exposition (IBIE) in 2007. So, just how is it that attendance has increased by 65 percent since then (from just under 14,000 attendees to just over 23,000)? Here are a few ingredients in our carefully crafted recipe for success.
SuperZoo recently wrapped its largest show in history at Mandalay Bay in Las Vegas, cementing its place as the largest (in both the number of buyers and exhibitors) pet retail show in North America. How did mdg help World Pet Association (WPA) achieve this record-breaking attendance success? Let’s ask the marketing team…
Nowadays, many events are experiencing verified rates of 50 percent (and sometimes worse). Here are a few of the tactics we are using to keep registrants excited and engaged all the way up to the show.