international marketing

mdg’s team of international marketing strategists are multi-lingual event professionals who have lived and worked overseas. Our proven process for attracting international audiences to events begins with market research to rank and prioritize countries based on criteria such as past performance and future potential, capital expenditures, ease of doing business, likelihood of travel, etc. Once priorities are established, mdg will, as appropriate, negotiate strategic partnerships with in-market industry influencers, recruit buyer delegations, internationalize marketing collateral, participate in foreign trade events, execute digital campaigns, manage media relations and provide additional services as part of a broad, fully integrated approach.

our services

Global and country-specific strategy development, tactical planning and execution    International buyer delegation programs    International visa and registration support    International market research and analysis    International strategic partnership negotiation    International VIP marketing and programs    Internationalization of website and marketing assets    Participation in overseas events

clients served

case study

International Baking Industry Exposition (IBIE)

mdg led the design and execution of a new IBIE International Delegation Program that was fully integrated into IBIE’s international attendee acquisition campaign, promoted across email, web and digital campaigns and supported by personalized outreach to industry stakeholders abroad. The refreshed program appealed to a diverse group of international organizations including government entities, counterpart trade associations, qualified companies, travel organizers and media partners.

Situation: IBIE has grown to become the largest trade show for the wholesale and retail baking industry in the Western Hemisphere with 27% in international attendance. As a tri-annual event, it faced new challenges in sustaining upward growth.

Solution: mdg led the design and execution of a new IBIE International Delegation Program that was fully integrated into IBIE’s international attendee acquisition campaign, promoted across email, web and digital campaigns and supported by personalized outreach to industry stakeholders abroad. The refreshed program appealed to a diverse group of international organizations, including government entities, counterpart trade associations, qualified companies, travel organizers and media partners.

Results:
14% increase
in international attendance among priority markets
57% increase in the number of participating delegations
62% increase in delegation registrations
Expanded IBIE’s international network of industry associations and promotional partners

client testimonial

We exceeded every high expectation I had for international engagement at IBIE 2019.

Robb Mackie, President & CEO American Bakers Association

let’s create afuture together

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