Strategy built on how audiences actually behave.
Most organizations have data, content and institutional knowledge — but struggle to shape it into an effective event strategy. mdg helps events uncover what’s driving their audience’s decisions and apply those insights in ways that maximize engagement, participation and retention.
- Research that reveals audience motivations, barriers and untapped opportunities
- Content strategies proven to move prospects from awareness to conversion
- Event campaign planning and execution grounded in measurable goals
Event Strategy & Research Capabilities
- Audits (brands, products, organizations, websites, marketing campaigns)
- Competitive analyses
- Data audits and analyses
- Industry assessments, benchmarking and segmentation
- Market sizing and gap analyses
- Secondary market research
- Situational and SWOT analyses
- Campaign strategy and channel plan development
- Focus groups
- Persona research and development
- Buyer journeys and messaging maps
- Pre- and post-event measurement
- In-depth interviews (IDIs)
- Content strategy
- Pricing/monetization analyses
- Product feasibility studies (launch events, etc.)
Case Studies
The work behind the wins.
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How InfoComm Achieved 188% Attendance Growth
Facing post-pandemic attendance declines, AVIXA partnered with mdg to develop a long-term strategy for growing and evolving its annual flagship event, InfoComm.Learn More -
Building a Long-Term Growth Strategy for RE+
To support ambitious revenue goals, mdg helped RE+ develop a five-year strategy focused on audience expansion, market opportunity and long-term sustainability.Learn More
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Strategy & Insight Questions & Answers
A strong event marketing strategy connects audience research, content planning, messaging and campaign execution around measurable goals. mdg starts with a campaign platform — a seven-step process that identifies what motivates audiences to engage and builds the channel plan to improve participation, retention and conversion.
Audience research helps uncover what target markets value, what barriers are preventing participation and what messaging is most likely to compel action at specific moments. Those insights are the backbone of the mdg campaign platform, designed to drive stronger event attendance, higher engagement and more effective marketing decisions.
Buyer journey mapping identifies the questions, concerns and motivations audiences experience at different stages of the decision-making process. This helps events deliver more relevant messaging and content from initial awareness through registration.
Content strategy focuses on what content audiences need, when they need it and how it supports business goals. Content creation is the execution itself — including copywriting, design, video and other campaign assets.
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