As an organizer of a large trade show, you know that success isn’t defined solely by square footage or registration numbers – it’s also measured by how each attendee experiences the journey. The challenge: how do you make a 250,000+ nsf event feel tailored, relevant and engaging at the individual level? In this session, Kimberly Hardcastle, Chief Strategist, mdg, will explore ways to design attendee journeys that start long before opening day and extend long after the show floor closes. We’ll examine how large-event organizers can harness data to personalize outreach, reduce friction at critical touchpoints and deliver moments of connection that make big shows feel intimate. You’ll leave with practical ideas for turning scale into an advantage and ensuring attendees walk away feeling seen, valued and inspired to return.

Kimberly has shared links to the research on which her presentation was based:

Unpacking XLNC: The Future of Commerce for Trade Shows and Conferences

Unpacking XLNC: Bringing the X factor to attendee experiences​

Unpacking XLNC: How to Architect Serendipity and Connect People in Meaningful Ways​