mdg | Event Marketing Agency for Trade Shows and Associations

Marketers have embraced data-driven personalization, automation and the growing power of influencers, among other key trends. And soon, a new year will bring even more new tools, tactics and technologies that will enable us to better reach and communicate with the audiences that participate in our trade shows and conferences.

Industry events are hosting more first-time attendees than ever before. As event organizers, it’s our job to make these newcomers feel welcome — and that starts with personalizing pre-show marketing and communications.

Having new exhibitors at an event, whether they are startups or established brands, can create buzz, facilitate repeat attendance, attract new audiences and help position a show as the go-to source for product discovery.

According to a joint study by Forbes Advisor and Talker Research, social media has become the primary search platform for younger generations. For your event to succeed, having a strong and active social media presence is no longer optional — it’s essential.

But many people — younger audiences especially — experience social anxiety that prevents them from participating to the fullest. How should event organizers make networking feel less intimidating?

There have always been first-timers at our events, but these days, with the new workforce entering the picture, their numbers are rising — and they may be completely new to in-person events. Easing their nerves should be a priority if we want to attract and retain them.

There have always been first-timers at our events, but these days, with the new workforce entering the picture, their numbers are rising ­— and they may be completely new to in-person events.

Events that don’t quickly find their way onto the AI adoption curve are destined to be out-innovated by the competition.

As an event marketer (regardless of whether you’re a Swiftie or a non-believer), you can learn a lot from Taylor Swift’s clever approach to promoting her music, her shows and herself.

Historically, event marketers have focused narrowly — and often, exclusively — on the present show cycle. Within this framework, tactics and budget are exhausted on activities aimed at driving immediate conversion.