Erin Lee, vice president of digital marketing strategy and Christine Johnson, director of content at mdg, were selected to present two sessions at IAEE’s Expo! Expo! 2022 in Louisville, KY together with mdg clients International Baking Industry Exposition (IBIE) and ASIS International. Session details are below and registration is available on the Expo! Expo! website.
The “New-New” of Audience Builders and Conversion Tactics That Work
December 14, 2022 | 2:30PM – 3:30PM EST
Erin Lee, vice president of digital marketing strategy, mdg
Samantha Moore, Director of Trade Show Operations, IBIE and Senior Director of Meetings and Education, American Bakers Association
This is the “New Normal” and event marketers need to start acting like it! Investing in an “audience builder strategy” is essential to reach and convert new audiences. Join us to learn 10 strategies and tactics that will improve your conversion rates and the quality and longevity of your audiences and help you reach your international registration goals. We will pull from real case studies and examples from live events in 2022. Participants will learn:
- How to predict the future using historical reg data and reach new audiences today
- New considerations and tactics that work to reach and convert international targets
- Tips on digital campaign goal setting; why it is more important and effective than ever
- Where (and why) you should re-imagine your digital marketing budget
Maximizing Attendance With Content Marketing
December 14, 2022 | 2:30PM – 3:30PM EST
Christine Johnson, director of content, mdg
Teresa Anderson, Vice President of Content and Editor-in-Chief, ASIS International
Events are rich in thought leadership, new innovations, and top industry talent – but event marketers rarely harness the full power of the content at their disposal to generate leads, drive attendance and engage audiences. In this session, you will learn the elements of developing an effective content strategy, how to simplify and streamline content production and best practices for content creation, promotion and possibly even monetization. Participants will learn how to:
- Set and measure strategic objectives for marketing content.
- Determine which topics, platforms, and formats of content will work best for your audience and goals.
- Simplify and streamline processes for content creation.
Erin Lee is vice president, digital marketing strategy at mdg, a 100-person agency focused on growing bigger, better events. Erin oversees a team of specialists in paid digital, email, data and web who help event professionals maximize the return on their digital marketing investment. With 20 years of relevant experience in event strategy, customer experience and omni-channel marketing, Erin knows what it takes to identify, engage, inspire and convert audiences year-round.
Samantha oversees over 20 events per year, ranging from 10 to 22,000 attendees. She leads the planning and execution of ABA’s annual events, Convention and TechCon, along with the Professionals Groups Conferences, and other meetings and webinars held throughout the year. Samantha also directs the strategy and execution of ABA’s education programs and event, including the Bakers Manufacturing Academy (BMA) and the Front Line Leadership Training.
Christine Johnson is director of content at mdg, a 100-person agency focused on growing bigger, better events. Christine leads the agency’s content marketing practice, working with clients to leverage event and association content to drive attendee acquisition. With over 13 years of experience in marketing strategy, digital marketing, and creative content production, Christine is an expert in how to develop high-quality, relevant content that attracts, engages, and converts event attendees.
Teresa started her career at Security Management as an editorial assistant in 1993. Since then, she has served in a variety of positions, performing most of the editorial duties at the magazine at one time or another. Teresa has a bachelor’s in communications from Eureka College in Eureka, Illinois, and a master’s in international relations from the University of Birmingham in Birmingham, United Kingdom. She serves as Vice President of the American Society of Business Publication Editors (ASBPE).