Insights

mdg Shared Actionable Insights for Exhibitors at ESR

mdg president Kimberly Hardcastle-Geddes presented a session at the next Exhibit Sales Roundtable.

June 26, 2025
8:00am – 4:30pm
Hyatt Regency McCormick Place
Chicago, IL

Actionable Insights on What Exhibitors Want – Fresh from Freeman’s Latest Trends Report
mdg president Kimberly Hardcastle will unveil key findings from Freeman’s Trends Research about what today’s exhibitors value most. She’ll discuss everything from changing ROI expectations and budget shifts to evolving goals and marketing strategies, helping to translate the data into insights that can be used to sell smarter.

For example, Freeman data shows that 76% of attendees say the ability to interact with products and speak directly with knowledgeable staff significantly influences their perception of a brand — a trend that’s reshaping how exhibitors design their booths and define success. Additionally, nearly 60% of exhibitors are reallocating budget from traditional sponsorships to more experiential, high-engagement opportunities. These are just a couple of the insights that will help you better understand what’s driving exhibitor decisions in today’s market — and how to tailor your sales approach to meet their changing needs.

kimberly

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.