Two mdg leaders (and their beloved clients!) were chosen to lead sessions at IAEE’s Expo! Expo! 2024. Session details are below and registration is available on the Expo! Expo! Website.

Monday, December 16
2:00 – 2:45pm
Los Angeles Convention Center
Los Angeles, CA

If You Build It, Will They Come? The Dos (and Don’ts) of Building an Event Brand
Tyler Day, marketing strategist, mdg | Chloe Kaufman, Vice President of Marketing, Informa Markets – New Hope Network

It’s launch season for many across the event world. Yet the most beautifully designed program or exhibit activation will not mean a thing if there is no one there to experience it. Fresh off the August launch of Newtopia Now, the latest venture from Informa Markets and New Hope Network, marketing leads Chloe Kaufman and Tyler Day will explore what it takes to attract new audiences to a first year (or stagnant) show. Gain an inside look at how to develop an effective value proposition, align event and audience strategy, create a lasting brand, recruit influencers and ambassadors, and foster hype in a crowded market.

Thursday, December 19
8:45 – 9:45am
Los Angeles Convention Center
Los Angeles, CA

Unleashing the Power of an Event Brand to Increase Attendance and Build Market Share
Kimberly Hardcastle, president, mdg | Jessica Guzman, Vice President of Marketing, World Pet Association

This engaging session will take you on a journey (including lots of adorable animal pictures and pet puns) into the evolution of the SuperZoo brand, with an emphasis on how its been harnessed to increase attendance, exhibitor participation and marketshare. Along the way, you’ll discover how to appeal to the emotions of your audience, lean into your competitive differentiators, find your authentic brand voice and extend your reach with influencers who align with your event’s mission.

mdg account strategist Ingrid Thorson will join Donna Page, Vice President of Marketing & Insight at the National Association of Broadcasters, to present “Building a Predictable Pipeline: How to Discover, Nurture and Convert New Audiences” at the upcoming Attendee Acquisition Roundtable in Arlington, Virginia. Registration can be found on the Lippman Connects website and details are below.

Building a Predictable Pipeline: How to Discover, Nurture and Convert New Audiences

Thursday, October 17, 2024
8:00am – 4:30pm
VA Tech Executive Briefing Center, Arlington, VA
8:00am – 4:30pm ET

Discover how NAB Show^®, the leading event in broadcast, media and entertainment, is building its future by broadening and engaging new audiences. This exciting case study reveals a strategic, three-year journey from awareness to conversion, featuring unconventional tactics, surprising results and creative insights for applying this approach to your next event, regardless of budget.

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 participating to the fullest. mdg president Kimberly Hardcastle-Geddes explored how event organizers can make networking feel less intimidating in PCMA Convene.

mdg marketing manager Svetlana Pyntikova will present “Last-Minute Attendee Acquisition: Marketing Tactics to Boost Registration 6-8 Weeks Out” to the Women in Exhibitions Network North America Chapter. Registration is free and can be found on the WIEN website and session info is below.

Last-Minute Attendee Acquisition: Marketing Tactics to Boost Registration 6-8 Weeks Out
Thursday, October 17, 2024
12-1pm ET
Virtual

Svetlana Pyntikova
As sales and marketing manager at mdg, the nation’s leading marketing and public relations agency specializing in audience acquisition, Svetlana is dedicated to driving success for a diverse portfolio of events. She leads her team in implementing innovative marketing strategies tailored to meet the unique needs of each client. By leveraging industry best practices and data-driven insights, she ensures that campaigns achieve measurable results and foster audience engagement. Additionally, she applies her expertise to enhance mdg’s internal marketing efforts, supporting business development and thought leadership initiatives that contribute to growth. A New York University alumna with a double major in theatre and German, Svetlana’s multilingualism and experience living overseas bring a global-cultural aspect to her work. She is also a reader, choreographer and Shakespeare enthusiast.