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.”