Event Marketing

Communication Planning and COVID-19

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 follow all the health and safety guidelines onsite, you’ll still get the dreaded news — an attendeeRead More

Cleaning Up Event Sludge

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 was unintentional (a long checkout line at a retail store or the inability to find the informationRead More

A New Year. A New Approach.

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 normal” and the resolutions they are making to seize opportunities in the new year.   “I willRead More

Predicting the Future of Events

  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 pandemic entails, we have developed a keen sense of what’s working in our industry, what’s workingRead More

The Future of Events Hangs with Hybrid

  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 beyond their physical events and deliver more holistic, omnichannel engagement—and new revenue streams. Integrated models provideRead More

The 5 ‘P’s of Online Event Technology

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 can become a full-time job. At mdg, we’ve developed a process that utilizes 5 “P”s to measureRead More

Tough Love During Tough Times

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 steps that will be necessary to overcome the current challenges—and more importantly, to seize the future opportunities—associatedRead More

8 Lessons Learned From Taking Events Online

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 learning from mistakes (their own and others) in making the in-person to online pivot. According to mdgRead More

Choose Your Own (Virtual) Adventure

  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 is arguably the first essential step to ensuring a successful live-to-virtual pivot.   Let Your ObjectivesRead More

Attendee Marketing During the Coronavirus Outbreak

  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 help guide your approach to public relations and marketing here and we stand ready to help.Read More

Don’t Leave Your Next Event Marketing Campaign to Luck

  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 the rainbow after the storm. Here are some attendee acquisition strategies that can help jump startRead More

6 Ideas to Fall in Love With

  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 passion you need to exponentially grow your next event.   “I like email. I LOVE emailRead More

Predicting the Future of Event Marketing

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 notes, actually—about how to market their events in the face of rapid disruption as well as howRead More

A Great Story Starts With a Clean Car

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 the story of how International Carwash Association (ICA) and mdg accomplished all three.Read More

The Role of Diversity and Inclusion in Event Marketing

  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 spark ideas, guide conversations and deliver relevancy to our events. We identify prospects, build a databaseRead More

Fear Not, Event Marketers

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 ONE silver bullet exists, there is a mindset that can drastically transform results within an organization: fearlessness.Read More

Generating Attendance with Word-of-Mouth Marketing

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 Five Guys with its generous helping of fries are all great examples. But much of the adviceRead More

Strengthen Your Marketing Resolve

Last month, we asked a few of our in-house experts for New Year’s Resolutions that should inspire event marketing campaigns in 2019 and beyond. We’re sharing them with you here and will be tracking our progress throughout the year… “I will leverage more behavioral data.” Marc Blumer, customer journey architect Adapting attendee advertising messages basedRead More

Ready for Launch?!

Several years ago, the executive director of a well-known association was interviewed at an industry event and was asked, “How will you promote and celebrate the 75th anniversary of the organization at your upcoming trade show?” His answer has guided my philosophy for event planning and marketing ever since. Essentially, he said, “We’re not doingRead More

Three Tips for Timing International Attendee Marketing Campaigns

Determining when to launch an international marketing effort requires careful consideration of multiple variables, including event frequency and location, industry budgeting practices, visa and other travel requirements, as well as the competitive landscape. mdg’s International Marketing Specialist Anjia Nicolaidis shares three pieces of advice for evaluating these data points and timing international campaigns around aRead More