Most AI value discussions still focus on visible change: cost reduction, margin improvement or head-count shifts. But AI’s earliest and most valuable contributions are showing up somewhere else — in ...Read More

Every year, Spotify Wrapped shows up — and every year, people talk about it. They share it. They take pride in it. They tell everyone their “listening age,” unprompted. Recaps ...Read More

Back in January, we made our predictions for what would define event marketing in 2025 — from AI integration and personalization to evolving attendee behaviors. Now that the year’s ...Read More

Change reveals opportunity. By combining insight, clarity and proactive planning, today’s trade show organizers can protect participation and build stronger global connections.

Periods of uncertainty have historically produced some of the ...Read More

Cool isn’t about spectacle — it’s about the moments worth sharing. Here’s how authenticity and design choices keep audiences coming back. Every show organizer dreams of creating an event that ...Read More

In a time when the term “inclusion” can spark debate, event professionals might feel pressure to retreat from bold, community-minded messaging. But inclusive event marketing isn’t about politics. It’s about ...Read More

AI tools like ChatGPT and Gemini are rapidly changing how people discover events, generating leads and inquiries without traditional website clicks. In this ...Read More

According to Freeman’s recent audience research, the difference between a good event and a great one may come down to mindset. Some organizers and marketers are holding tight to what’s ...Read More

Across the events industry, content and experiences are being reimagined to attract Gen Z audiences. Based on new research from Freeman and The Harris Poll, it looks like those efforts ...Read More

What’s next for events? We asked top association executives and independent organizers for their perspectives — and a sneak peek of what they’ll cover during the 2025 Exhibition and ...Read More

Tariffs, government downsizing, regulation changes and shifts in international relations are impacting industries worldwide — and prompting event organizers to rethink their approach to attendee and exhibitor acquisition. Here are ...Read More

Transforming an idea into a successful new event requires more than just creativity and a clear vision. Last August, mdg and New Hope Network (Informa Markets) worked together to introduce ...Read More

The only thing bigger than Cynthia Erivo’s riff at the end of “Defying Gravity” is the marketing blitz that catapulted “Wicked: Part One” into the stratosphere as the highest grossing ...Read More

2024 has certainly been eventful year. Marketers have embraced data-driven personalization, automation and the growing power of influencers, among other key trends. And soon, a new year will bring even ...Read More

Having new exhibitors at an event, whether they are startups or established brands, can create buzz, facilitate repeat attendance, attract new audiences and help position a show as the go-to ...Read More

Attendees consistently rank networking as a top priority for event participation, according to Freeman research. But many people — younger audiences especially — experience social anxiety that prevents them from ...Read More

As an event marketer (regardless of whether you’re a Swiftie or a non-believer), you can learn a lot from Taylor Swift’s clever approach to promoting her music, her shows and ...Read More

Historically, event marketers have focused narrowly — and often, exclusively — on the present show cycle. Within this framework, tactics and budget are exhausted on activities aimed at driving immediate ...Read More

There’s a growing appetite for more customized and curated attendee experiences that create a sense of community and connection. Most event organizers, however, aren’t doing enough to cater to individuals ...Read More