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.