Held triennially and produced by the American Bakers Association, the Bakery Equipment Manufacturers and Allieds and the Retail Bakers of America, IBIE is the largest trade show in the country for the grain-based foods industry.

Initially, mdg expanded the core audience through two primary strategies: identifying and targeting four new niche markets and identifying and targeting non-domestic wholesale bakers. After determining the ancillary and international markets that had the most potential based on food consumption trends and statistics, market size, market value, market growth, strength of competing events, etc., mdg developed innovative digital campaigns to penetrate them cost-effectively. Professionals within the ancillary markets (retail baking, biscuit and cracker, snack, tortilla) were targeted with emails, videos, microsites, social advertising/retargeting and even direct mail that highlighted the companies from within their industries that had already discovered the benefits of the event, the resources on the floor applicable to their area of interest, the education sessions designed for them, etc. International prospects were targeted through digital advertising, emails and a microsite translated into their respective languages.