mdg Launches Video Marketing Division

September 20, 2017

In this day and age, association and event professionals are forever tasked with finding new and innovative ways to attract new members, drive show attendance and engage their audiences before, during and after their events. As storytelling has become an essential part of branding, video has established itself as a powerful and captivating platform, with content that can be easily shared and used over multiple marketing tactics.

No one knows this better than mdg, which has been busy building its suite of marketing services over the past decade by incorporating of new tools, technologies and effective tactics to get clients noticed and compel action, including a recent expansion into the video marketing arena.

Launched to fill an existing gap in the marketplace, mdg’s new video marketing division is designed to provide clients with an engaging and compelling means of communicating their brand story, explaining their value proposition and deepening relationships with prospective and current members or event participants.

“Given the experiential nature of trade shows and conferences, it makes perfect sense that video marketing is the fastest-growing online format for event promotion,” said Kimberly Hardcastle-Geddes, mdg president. “Video allows us to better engage the senses of our prospects and tell stories that will entertain, educate, nurture and ultimately drive attendance.”

She continued, “While other service providers are focused on creating and distributing news that originates onsite, our focus will be on the pre-event promotional campaigns that will drive attendance and exhibitor participation for the next edition of the show. Currently, many event organizers are relying on vendors who don’t really understand how to tell those stories or simply don’t know how to get beyond the 60-to-90-second sizzle reel.”

Fittingly, mdg announced its expanded presence in this space via a promotional video created in conjunction with its production partner, Taste Media Group.

The agency’s video services include videos aimed at attendee, exhibitor and membership acquisition; content-driven videos that can be used in lead-generational campaigns and live-streaming videos, with formats varying from live action to motion graphics. Delivery methods range from social media and digital ads to email, while content utilizes a mix of education, humor and emotional appeals.

“Video is fully past the ‘up-and-coming’ classification and is here to stay,” said Vincent Polito, mdg principal and live events specialist.

He continued, “We’ve been using video marketing to improve website SEO; to facilitate social sharing; to boost click-through rates; to more effectively move prospects through the path-to-purchase funnel and ultimately, to increase conversions. We’ve built up a portfolio of success stories and are now excited announce our presence as a serious player in this space.”

Several of mdg’s association and trade show clients are already taking advantage of the agency’s expanded video services, including the National Association of Secondary School Principals, World Pet Association’s SuperZoo and the International Baking Industry Exposition.

“mdg prides itself on being at the forefront of identifying innovative and creative solutions to address clients’ needs,” explained Hardcastle-Geddes.

She continued, “Capturing the attention of already distracted and busy attendee prospects and exhibitor targets means that we have to look at creative solutions to drive our clients’ message and support their marketing needs. Video allows event organizers to engage with audiences in a way that is more personal, interesting, interactive, memorable and even fun, showing their real brand personality.”

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact