mdg | Event Marketing Agency for Trade Shows and Associations

A consolidating industry. Low-carb diet fads that won’t die. Niche competitors around every corner. That’s what mdg has been up against since we began marketing the triennial International Baking Industry Exposition (IBIE) in 2007. So, just how is it that attendance has increased by 65 percent since then (from just under 14,000 attendees to just over 23,000)? Here are a few ingredients in our carefully crafted recipe for success.

SuperZoo recently wrapped its largest show in history at Mandalay Bay in Las Vegas, cementing its place as the largest (in both the number of buyers and exhibitors) pet retail show in North America. How did mdg help World Pet Association (WPA) achieve this record-breaking attendance success? Let’s ask the marketing team…

On June 1 at the J.W. Marriott in Washington, D.C., Galen Poss will lead Charlie McCurdy, David Loechner and Deborah Sexton in a moderated discussion about how new technologies, new competitors and the increased pressure for continuous innovation have shaped the evolution of the events business. As an ECEF sponsor, mdg convinced these three visionaries to give InnerCircle readers a sneak peek at their upcoming session.

Each year, mdg asks its employees, clients and friends what they learned, discovered and/or enjoyed about Expo! Expo!, the International Association of Exhibitions and Events’ annual meeting.

Trade show professionals are uniquely remarkable individuals – combining expertise in strategic planning, project management and operational execution to flawlessly produce events of great scope and magnitude, year in and year out.

Nowadays, many events are experiencing verified rates of 50 percent (and sometimes worse). Here are a few of the tactics we are using to keep registrants excited and engaged all the way up to the show.

In Chicago, Galen Poss, Gary Shapiro and Greg Topalian discuss the evolution of the existing trade show model, as well as the tools, technologies and methods for facilitating commerce that will (hopefully) keep face-to-face, experiential media the preferred choice of CMOs.

More than 200 event industry executives gathered at Sam Lippman’s ECEF to glean inspiration and share ideas for creating and promoting trade shows and conferences—now and into the future.

NPE2015 was the largest in its 69-year history, the best attended and the most international. Here are just a few strategies and tactics used by mdg and NPE that contributed to the record-breaking results.

At mdg, we love sharing our knowledge. Recognized for thought leadership in event and association marketing, we frequently contribute to articles about best practices in branding, messaging, social media and more.