The Inner Circle newsletter is our way of sharing with you, our circle, what we’re up to, what we’re learning about and what successes our clients are achieving. Our goal is to produce timely, interesting and thought-provoking content for the greater good of the industry - ultimately creating “A-ha!” moments for association and event marketing professionals. Here’s a complete listing of Inner Circle topics from the past 8 years, in case you missed them the first time around or just want to reference them as you plan your next strategic campaign.

Best in Show: SuperZoo!

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…

The End of Blah, Blah, Blah

Millennials: that group born after 1980 and the first generation to come of age in the new millennium. They’re also the group that is most skeptical of traditional marketing messaging. The usual “Make New Connections! See New Products! Get New Ideas!” draws a collective “meh” from the millennial crowd. But it goes beyond millennials. Many audiences have turned a deaf ear to the same old, same old. So what’s a marketing professional to do—or say? Enter disruptive messaging.

Location, Location, Location

A phrase once monopolized by the real estate industry is becoming the new mantra for marketing professionals worldwide. And it’s all thanks to that little smart device in your pocket. We take it with us wherever we go, and many of us gladly share our location data through the various apps we use—data that marketers can use to serve relevant messages to prospective attendees in real time.

Use Snapchat to Drive Registration + Engagement

At Social Media Marketing World, a conference dedicated solely to the latest developments in social media, live video was all the rage. But I questioned how it could work for associations and events. Isn’t Snapchat just for tweens? Should mdg clients use a so-new-it’s-unknown platform like Blab? Should events really “go live?” The answers, dear reader, are no, yes, and yes. Here’s how to get into the now and drive registrations (and engagement!) using Snapchat.

ECEF Panel to Explore New Event Realities

On June 1 at the J.W. Marriott in Washington, D.C., Galen Poss will lead Charlie McCurdy, David Loechner and Deborah Sexton in a moderated discussion about how new technologies, new competitors and the increased pressure for continuous innovation have shaped the evolution of the events business. As an ECEF sponsor, mdg convinced these three visionaries to give InnerCircle readers a sneak peek at their upcoming session.

What’s on the Menu?

A poorly organized event or association website impedes visitors, wasting their time and increasing the chance they leave without registering, joining or otherwise consuming the content for which they’re hungry. The art and science of website organization is called information architecture (IA), and it’s one of the most important elements of a site build orRead More

Getting Your Data Ducks in a Row

Database marketing is the art and science of taking individuals, grouping them based upon common characteristics and speaking to them with language that feels personalized. It’s getting the right messages to the right people at the right time.

Are your brand evangelists spreading the love?

Do your attendees and exhibitors have such positive experiences that they tell their colleagues about your event? Are your association members so passionate about your organization that their referrals are driving up your member numbers?

Guess what happened at Expo! Expo!

Each year, mdg asks its employees, clients and friends what they learned, discovered and/or enjoyed about Expo! Expo!, the International Association of Exhibitions and Events’ annual meeting.

New Year’s Resolutions for Trade Show Marketers

Trade show professionals are uniquely remarkable individuals – combining expertise in strategic planning, project management and operational execution to flawlessly produce events of great scope and magnitude, year in and year out.

Don’t Write Off the Press Release

In an increasingly digital media environment, you have to get more creative with how you use press releases to reach trade media. It can still be an incredibly effective tool—but only when done right.

4 Easy Tactics to Avoid No-Shows

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.

CEIR Predict to Explore Business Models of the Future

In Chicago, Galen Poss, Gary Shapiro and Greg Topalian discuss the evolution of the existing trade show model, as well as the tools, technologies and methods for facilitating commerce that will (hopefully) keep face-to-face, experiential media the preferred choice of CMOs.

WeChat: Winning the Chinese Market

China is a large and complex market that poses many cultural and political barriers for traditional methods. But if done right, the most populous nation in the world also presents huge potential.

8 Tips for Kicking Off Your Website Redesign

Website redesign projects are infamous for “scope creep.” The key to keeping things on track? Preparation! With a thorough discovery process, you can help ensure your site comes in on time and under budget.

Making the Most of the Media Interview

Finally. After months of calling and following-up, you get that coveted media interview. The timing is right, the outlet is right. Now, how do you make the most of the opportunity?

Using Infographics to Tell Your Story

As a marketing professional, your job is to make sure that important news about your association or event breaks through clutter, gets noticed and gets read. With the average American receiving over 2,000 text-based messages each day, though, this task is getting increasingly difficult.

Sharing Knowledge and Making Headlines

At mdg, we love sharing our knowledge. Recognized for thought leadership in event and association marketing, we frequently contribute to articles about best practices in branding, messaging, social media and more.