Here’s a bright idea for addressing a potential decrease in your event attendance: focus on quality over quantity. Account-based marketing (ABM) is a business-to-business marketing strategy concentrating resources on a set of target accounts. The approach has long Read More

Over the past decade, event marketers have experienced transformational shifts that have impacted – both positively and negatively – our ability to reach and engage audiences. From the introduction of technological innovations to restrictive data privacy laws to Read More

The light is shining brightly at the end of the COVID-19 tunnel. As organizers are planning a return to in-person events, they are grappling with the role that digital offerings will — or won’t — play in a Read More

Now that we have your attention, let’s talk about how to best prepare for the scenario we hope to avoid. Because it’s quite likely that even if you do everything right to prepare for your next event and Read More

Behavioral Scientist recently published an article about the concept of sludge—a high level of friction obstructing an individual’s effort to achieve a stated objective. It’s likely that we’ve all experienced sludge in our lives as consumers, whether it Read More

To say that 2020 tested our mettle as event professionals would be a massive understatement. The ways of planning, producing and marketing events were forever changed. With these changes top-of-mind, we asked our in-house specialists about their “new Read More

For the past nine months, mdg’s marketing strategists have been researching, reading, experimenting and tracking what’s working and what’s not in the events space. And while we don’t profess to know exactly what the aftermath of the COVID-19 Read More

As we wrestle with how to plan for the coming year, we’re realizing that hybrid is not just a contingency plan or a Band-Aid. Incorporating integrated models is a viable business strategy that allows event producers to think Read More

If you’re still sorting through the (seemingly) infinite number of online event platforms to find the right one, you’re not alone. Evaluating all the promises of enhanced networking, engaging content delivery, facilitated commerce, new sponsorship opportunities and more Read More

Event marketers have been reluctant to accept that the effects of COVID-19 are not only painful and far-reaching, but that they will be long-lasting, as well. As such, many have been hesitant to take the kinds of drastic Read More

For the past several months many event organizers, skilled in producing trade shows and conferences in physical environments, have been navigating the uncharted terrain of digital events. In doing so, they’ve realized the importance of agility, speed, and Read More

Like everyone else, producers of live conferences and trade shows have had a challenging spring. As such, many are working tirelessly (and well outside their comfort zones) to take their physical events online. Selecting the right technology platform Read More

Many event organizers are wondering how their communication strategies should evolve at a time when the appetite for travel and live events seems to be decreasing due to coronavirus (COVID-19) concerns. We’ve provided a few recommendations that could Read More

Given the havoc COVID-19 has wreaked on our industry in recent weeks, you might be feeling like your luck has run out. At mdg, we’re hoping the pent-up demand for events and the commerce they generate will be Read More

To commemorate Valentine’s Day, I asked some of mdg’s top event marketers to share the tools, techniques, and new ideas they’re head-over-heels about. Sure, flowers and chocolates are nice, but these attendee acquisition ideas just might spark the Read More

At CEIR Predict in October, a slate of expert speakers from outside of the events business took the stage to present insights about the latest social, consumer, economic and political trends shaping the world around us. Event organizers took note—copious Read More

Organizers of The Car Wash Show set out to achieve three major objectives in 2019:

To deliver more qualified attendees to the show floor
To enhance an already great show experience
To encourage earlier registrations while simultaneously increasing its verified rate

Here’s Read More

We spend months selling our exhibitor floor to ensure we have the appropriate breadth and depth of industry suppliers represented. We do the same when it comes to our conferences, seeking out top speakers and thought leaders to Read More

As event marketers, we are always in pursuit of that “silver bullet”—the one thing that is going to attract high-profile exhibitors, pack our aisles with quality attendees and ensure our show is an unqualified success. And while no Read More

I recently heard Daniel Lemin, co-author of Talk Triggers, discuss how and why businesses should create conversation-worthy differentiators as pathways to growth. Cheesecake Factory with its enormous menu, DoubleTree Hotels with its warm chocolate chip cookies upon check-in, and Read More