Insights

Peters Presented New Rules for Marketing Events at GCB Session

Shauna Peters, vice president of strategic account management at mdg, led a session during the German Convention Bureau’s virtual Education Weeks series on June 23.

The New Rules for Marketing Events

In the last year, our world has changed in significant, unprecedented ways, as have our audience engagement strategies. What role will event size, location and safety play in convincing visitors to come back to live events? And where will virtual and hybrid experiences fit into the mix? The answers may surprise you. Shauna Peters of mdg, a leading marketing and public relations agency specializing in audience acquisition, will be challenging you to question everything you once knew about marketing events and even buck some traditional thinking as you plan your next campaign.

After participating in this session, you will be able to:

1. Develop a marketing strategy that maximizes audience potential.
2. Use data to build a digital marketing campaign that extends beyond your database.
3. Adapt your customer journey to deliver results.

 

shauna peterson

Shauna Peters, CEM, Vice President, Strategic Account Management

As vice president of strategic account management at mdg, a 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 audience acquisition strategy. She’s also a mom, baker and part-time blogger.