JULY 22, 2021
10:45am – 3:30pm Eastern
The Importance of Journey Mapping in a Post-COVID World
Spoiler alert: understanding your audience is becoming more important in a post-COVID world! After a year of doing just about everything online, people expect brands to understand them and their behaviors. That means you’re expected to know exactly what questions your audience is asking, how they’re asking and what information they need at each step in the decision-to-attend journey. Shauna Peters of mdg will walk you through the steps to building an actionable buyer journey map for your next event.
As vice president of strategic account management at mdg, the nation’s leading marketing and public relations agency specializing in audience acquisition, Shauna and her team use data-driven solutions to increase attendance and exhibitor participation for live and online events. Shauna has her certification in exhibition management, is an IAEE Krakoff Leaders Institute alumna and frequently presents on attendee acquisition strategy. She’s also a mom, baker and part-time blogger.
The New Rules for Marketing In-Person Events
What role will event magnitude, location, safety measures and emotions play in convincing attendees to come back to your live event? The answers may surprise you. Kimberly Hardcastle of mdg will be challenging AAR attendees to question everything they thought they knew about marketing events, unlearn bad habits, and even buck some traditional thinking as they plan their next in-person campaigns.
As chief marketing strategist of mdg, the nation’s leading marketing and public relations agency specializing in audience acquisition, Hardcastle-Geddes and her team provide solutions that increase attendance and exhibitor participation for live and online events. Kimberly is an IAEE Krakoff Leaders Institute alumna, a columnist for PCMA’s Convene magazine and a frequent presenter of industry seminars on strategic marketing planning. She’s also a mom, runner, reader and Peloton addict.