Event Strategy & Marketing

The cyclical nature of events evokes a temptation to start thinking about tactics, timelines and costs in relation to what’s been done in the past. The pandemic changed everything, though – the media landscape, the reliability of databases and the needs, wants and concerns of our audiences. mdg is adept at finding solutions that generate response and build participation. Our dedicated team works with clients to thoughtfully and creatively develop event solutions, from strategic planning to performance modeling to tactical execution. Our core competency lies in the ability to seize new opportunities, and execute in a way that achieves positive, measurable outcomes.

how do we do that?

From launching new events to rebranding and repositioning mature ones, mdg works with clients to increase attendance by:

  • Attracting Participants

    (domestic and international) from core and niche markets

  • Reengaging Lapsed Participants
  • Encouraging Organizations

    to send multiple team members

  • Drawing VIP Attendees and Influencers

    through targeted initiatives

  • Capitalizing on Other Unique Opportunities

    that may exist in their respective industries/professions

Our 100+-person team of marketing strategists, live and virtual event experts, and specialists in areas such as branding, audience acquisition, design, messaging, digital and interactive media allows us to offer integrated solutions that deliver results.

thought leadership

Why A Growth Mindset is Essential for Event Marketers

Psychologist Carol Dweck coined the terms “fixed mindset” and “growth mindset” to describe the underlying beliefs people have about learning and intelligence. In short, someone with a growth mindset thrives on challenges, exercises intellectual curiosity and views failure as a springboard for growth and development. Event marketers with a growth mindset experiment with new ways to serve their audiences, collaborate with their remote teammates and generate revenue for their organizations. How can event marketers continue learning, innovating, experimenting and moving boldly into the future?

case study


Held triennially, the International Baking Industry Exposition (IBIE) is the largest trade show for the grain-based foods industry. It is jointly owned and produced by the American Bakers Association and Bakery Equipment Manufacturers and Allieds, with support from the Retail Bakers of America.  IBIE operates in a crowded marketplace with several niche competitors. Before mdg was engaged, the event had been in decline as a result of industry-related challenges and a stale (pun intended) approach to content and audience acquisition.

Initially, mdg expanded the core audience by identifying and targeting new niche markets and non-domestic wholesale bakers. After determining the ancillary and international markets with the most potential based on food consumption trends and statistics, market size, market value, market growth, strength of competing events, etc., mdg developed innovative omnichannel campaigns to cost-effectively penetrate them. Ancillary market professionals received emails, videos, microsites, digital and social advertising and direct mail highlighting companies in their industries that had already discovered the benefits of the event. International prospects were targeted through digital advertising, emails, translated microsites and in-market delegate reps and partners. 

Since mdg’s engagement, IBIE attendance has increased from 14,000 to more than 23,000. International attendance escalated to 30% of the total attendance, and revenue has enjoyed robust growth. Sponsorship sales have grown exponentially, the exhibitor floor consistently sells out and two rival events have chosen to partner with IBIE in show years rather than compete. 

client testimonial

Working with mdg was a true partnership. They took the time to understand our very specific situation and applied unique strategies and tactics aimed at growing our distributor attendance in a consolidating market while seamlessly integrating into our teams’ operations.

Mark Bogdansky, Vice President – Meetings & Events Heavy Duty Aftermarket Week