mdg | Event Marketing Agency for Trade Shows and Associations

AI tools like ChatGPT and Gemini are rapidly changing how people discover events, generating leads and inquiries without traditional website clicks. In this new “zero-click” landscape, optimizing your content for both audiences and AI models is becoming essential.

In today’s experience-driven world, event success isn’t measured solely by attendance numbers or square footage — it’s measured by how attendees feel

Anyone can be an Innovator. It starts with a few tweaks to the way you approach event planning and execution.

When used strategically, uncertainty can be a lever — not a limitation — to move your audience in the final weeks. Here are six tactics that go beyond the basics and use today’s climate as a springboard for late-registration success:

Across the events industry, content and experiences are being reimagined to attract Gen Z audiences.

What’s next for events? We asked top association executives and independent organizers for their perspectives — and a sneak peek of what they’ll cover during the 2025 Exhibition and Conference Executives Forum (ECEF), May 28 in Washington, D.C.

Tariffs, government downsizing, regulation changes and shifts in international relations are impacting industries worldwide — and prompting event organizers to rethink their approach to attendee and exhibitor acquisition.

Converting registrations into actual attendance remains a persistent challenge for industry events, particularly those with free or low-cost entry where the commitment barrier is minimal. As event organizers, it’s our job to bridge the gap between “signed up” and “showed up”

Transforming an idea into a successful new event requires more than just creativity and a clear vision. Last August, mdg and New Hope Network (Informa Markets) worked together to introduce Newtopia Now, a natural, organic and conscious products industry expo.

The only thing bigger than Cynthia Erivo’s riff at the end of “Defying Gravity” is the marketing blitz that catapulted “Wicked: Part One” into the stratosphere as the highest grossing Broadway musical adaptation of all time.