Insights

Hardcastle Harnessed the Power of the Event Brand at AAR

mdg president and chief strategist Kimberly Hardcastle shared “How to Unleash the Power of an Event Brand to Increase Attendance” at the next Attendee Acquisition Roundtable.

Thursday, March 27, 2025, 1:10pm
VA Tech Executive Briefing Center
Arlington, VA

How to Unleash the Power of an Event Brand to Increase Attendance

Hardcastle will show and tell how several events have truly unleashed the power of their event brands to increase attendance, exhibitor participation and market share. More importantly, she’ll provide insights that will help you appropriate the lessons learned with an emphasis on accentuating competitive differentiators, finding your authentic voice, translating an event brand to the onsite experience and convincing bosses, boards and stakeholders of the changes that must be made to ensure an event stays relevant to a new generation of attendees.

kimberly

Kimberly Hardcastle-Geddes

Kimberly Hardcastle-Geddes is president of mdg, A Freeman Company. Focused on audience acquisition, mdg brings together strategists, data and digital specialists, communications professionals, international marketers and a robust creative team to provide complete solutions that help clients grow bigger, better events. 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, was named as one of the Top 50 Voices in the event space by Gather Voices and is a frequent presenter at SISO, PCMA Convening Leaders, Expo! Expo! and Lippman Connects events. She’s also the wife of a retired Navy pilot, mom of a TCU Horned Frog, a voracious reader, Peloton addict and steadfast believer in civil rights.