Event Marketing, Then and Now: 10 Ways COVID-19 Has Changed the Future of Attendee Acquisition

Recorded On: 04/20/2022

Over the last two years, our world has changed in significant, unprecedented ways, as have our event marketing strategies. Jacquelyn Wells of mdg, the leading marketing and public relations agency specializing in audience acquisition, along with special guest, Samantha Moore, CMP, CEM, Senior Director of Meetings and Education for the American Bakers Association, will hone in on the 10 biggest changes to event marketing during this time and challenge attendees to question everything they thought they knew about marketing events in the process.

After participating in this session, you will be able to:
• Understand key event marketing trends.
• Learn message and imagery changes you can implement today to capitalize on the biggest changes in event marketing.
• See a sneak preview of upcoming changes expected to impact the future of event marketing.

This session/course/webinar is eligible for 1 clock hour towards CEM recertification. 

IAEE Webinars are FREE to members and available to non-members for $49.


Samantha Moore, CMP, CEM

Senior Director of Meetings and Education

American Bakers Association and International Baking Industry Exposition (IBIE)

Samantha oversees over 20 events per year, ranging from 10 to 22,000 attendees. She leads the planning and execution of ABA’s annual event, Convention, along with the Professionals Groups Conferences, and other meetings and webinars held throughout the year. Samantha also directs the strategy and execution of ABA’s education programs and event, including the Bakers Manufacturing Academy (BMA) and the Front-Line Leadership Training.

Samantha first joined ABA in 2010 as a summer intern for two consecutive years. After several years at various trade and non-profit associations in event management, Samantha returned to ABA as the Director, Meetings and Education in 2016 and has since been promoted to Senior Director of Meetings & Education and the duel-chief staff person for the tri-annual International Baking Industry Exposition (IBIE).

Samantha has been a member of the Professional Convention Management Association (PCMA) since 2009, serving as President of her student chapter while at PSU, and on various committees for the DC chapter as a professional. As chair of the Professional Development Committee in 2017, she was responsible for curating education for the DC area membership. 

Samantha holds a Bachelor of Science from The Pennsylvania State University (PSU) in Hotel, Restaurant, and Institutional Management. Originally from Sharpsburg, a small town in western Maryland, Samantha currently resides in Alexandria, VA with her high-school sweetheart turned husband, Ryan, and her cat, Kipper.

Jacquelyn Wells

Senior Vice President

mdg, A Freeman Company

Jacquelyn Wells is Senior Vice President at mdg, A Freeman Company. Specializing in event and association marketing, mdg brings together content marketers and online event experts, digital and interactive media specialists, marketing strategists and data analysts with a robust creative team to provide complete marketing solutions that help clients achieve their objectives. Jacquelyn has managed campaigns for several of Trade Show Executive’s Gold 100 trade shows, including SuperZoo, the International Baking Industry Exposition and World of Concrete and is now leading the agency’s online event marketing division.



IAEE Webinar - 04.20.22
Recorded 04/20/2022
Recorded 04/20/2022 IAEE Webinar on Attendee Acquisition