When used appropriately, social media content can help humanize an event’s brand and build loyalty among followers. Because social posts don’t have as much permanence as other platforms, they offer a great opportunity to get creative and have some fun. If you’ve been hesitant to dip your toe into the less serious social media waters, mdg director of social Sara Fellows shared 10 easy trends to consider with PCMA Convene.
mdg vice president and marketing strategist Caitlin Fox has been chosen to present a session together with CTA president Kinsey Fabrizio at Trade Show Executive’s Fastest 50 Awards and Summit. Registration can be found on the TSE website and details are below.
May 9, 2024
1:15 – 2:00pm PT
Resorts World Las Vegas
Las Vegas, NV
From Crowds to Communities: Building Big Events that Feel Small
How do you make an event, regardless of its size, feel more intimate and engaging? Through personalized marketing, curated experiences and the creation (and nurturing) of smaller interest groups that foster a sense of community and connection. Framed by recent industry data from Freeman, Kinsey Fabrizio, president of CTA, and Caitlin Fox, vice president and marketing strategist at mdg, will discuss how — with real life examples — event organizers are satisfying the growing appetite for customized experiences that align to the wants and needs of event attendees. Specifically, Kinsey will share how CES has doubled-down on creating more contextual experiences that drive engagement and loyalty within key segments of its audience.
Caitlin Fox
Fox holds the position of vice president and marketing strategist at mdg, a top-tier marketing and public relations agency, specializing in audience acquisition. With her team, she crafts effective solutions that boost event attendance and exhibitor participation for leading events in various categories. Armed with two Master of Business Administration degrees in Marketing and International Business, she frequently shares her expertise at industry events and has played a crucial role in driving and managing the agency’s ongoing success.
Kinsey Fabrizio
Fabrizio is president of the Consumer Technology Association (CTA)®️, which represents more than 1300 consumer technology companies and owns and produces CES®️ — the most powerful tech event in the world. In this role, Fabrizio sits on CTA’s Executive Board and drives strategy and growth for CES and CTA, leading the CES, Membership, Conferences and Marketing and Communications departments. She was awarded the Women in CT Legacy Award in 2023, recognizing her longtime leadership and contributions to the consumer technology industry. She was also named to Dealerscope’s 40 under 40 in 2015.
By 2030, Generation Z will make up 30% of the workforce — and already, this generation of digital natives accounts for a large portion of event organizers’ prospect pools. That means this is the time to take a long, hard look at your event marketing and ensure that it delivers the authenticity Gen Zers prize. Here are a few ways to make sure you’re set up to attract a zoomer audience (and keep your event growing in the midst of a massive workforce shift).
Define & Articulate Your Event Values
Putting thought into what your event stands for — and how you’re conveying that message to your audience — is arguably the best place to start when it comes to ensuring authenticity. Values like a commitment to DE&I, sustainability, social justice and women’s rights resonate with Gen Z. But be prepared to walk the walk, not just talk the talk. For example, instead of saying your event “is eco-friendly,” give specifics about how you’re supporting that claim — maybe you chose a green catering option, plan to offer sustainable giveaway items like reusable tote bags or partnered with organizations specializing in carbon offsetting programs. Those details matter to Gen Z audiences.
Earn Their Trust
Gen Z is more skeptical than other generations, and it makes sense why — growing up with digital filters and misinformation as norms would instill a desire for proof. Despite this, a 2022 Freeman + Edelman Thought Leadership Quantitative Analysis has good news for sponsors and exhibitors: All generations said they trusted a company to do what is right following an interaction at an event.
Building trust involves taking accountability for mistakes, transparency and providing evidence for your marketing claims. Evidence can come in the form of data (with verifiable sources) or even testimonials. Social proof is also useful, especially when it’s offered in a short video format and in the subject’s own words.
Focus on Community
Gen Z values meaningful connections, and fortunately, social media offers plenty of opportunities to build those bonds. Engaging with your audience on social channels, encouraging attendees and exhibitors to share their experiences and featuring user-generated content all helps create a community of authentic event advocates. Partnering with influencers who align with your event’s and your audience’s values is also an effective way to reach younger prospects.
Humanize Your Messaging
You don’t need to know how to use terms like “say less” and “that feeling when (TFW)” to resonate with Gen Z. But you do need to be conversational and real — even in a B2B event space. And visuals like images, emojis, videos and GIFs should be seen as key parts of your messaging, not supplements to it, as Gen Z is drawn to visual content.
mdg director of social media Sara Fellows joined a panel to discuss generational marketing at Freeman’s Inside Live DC. Registration is available on the Freeman website and details are below.
March 14, 2024
4:30 – 6:00pm ET
11 Canal Center Plaza, Suite 100
Alexandria, VA 22314
Gen NOW, Meet Gen NEXT 2.0
Do you know who’s attending your event(s) and how to motivate them? Turns out marketing and creating experiences for groups of attendees based on their industry doesn’t connect as well as grouping audiences by generation. During this session, we’ll explore motivations and trends for all four generations of event-goers: Boomers, Gen X, millennial and Gen Z. With a specially selected panel, we’ll discuss:
mdg president Kimberly Hardcastle-Geddes has been chosen as a featured speaker for the Large Show Roundtable. Registration can be found on the Lippman Connects website and details are below.
April 18, 2024
8:00am – 4:00pm ET
Orange County Convention Center
Orlando, FL
Saying Goodbye (to everything you knew about event marketing) is Hard
Recent research into shifting workplace demographics, consumer and societal trends, and attendee sentiment has uncovered eye-opening insights that will shape the way we plan, market and produce events. It’s also revealed that our current approach to attendee acquisition shouldn’t look anything like it used to. Kimberly Hardcastle-Geddes will explain how teams, technologies and tactics should be evolving to fill the attendee pipeline with new prospects, move from mass marketing to mass personalization and meet the growing expectations for engaging, frictionless experiences that keep audiences coming back for more.
Kimberly Hardcastle-Geddes
Kimberly Hardcastle-Geddes is president of mdg, A Freeman Company. Focused on event marketing and attendee and exhibitor acquisition, mdg brings together strategists, data and digital specialists, engagement experts, international marketers and a robust creative team to provide complete solutions that help clients achieve their objectives. Kimberly is a CEM faculty member, a Krakoff Leadership Institute alumna and has been named by IAEE as an Educator of the Year and a Woman of Achievement. She has a monthly column in PCMA’s Convene magazine and is a frequent presenter at SISO, PCMA Convening Leaders, Expo! Expo!, and Lippman Connects events. She’s also the mom of a TCU Horned Frog, wife of a retired Navy pilot, Peloton addict, reader, runner and believer in civil rights.
