Event Advisory Group helps IBIE develop strategies to improve event performance and value to the global baking industry


Event Advisory Group (EAG), an event consulting & management firm serving the association and corporate event market, provided event analysis and strategic facilitation & planning services for the International Baking Industry Exposition, IBIE.

IBIE is the largest, most comprehensive baking industry event in the Western Hemisphere and is produced by the American Bakers Association (ABA), Bakery Equipment Manufacturers and Allieds (BEMA) and the Retail Bakers of America (RBA). IBIE was held last September in Las Vegas, attracting more than 20,000 baking industry professionals and nearly 1,000 suppliers.

Beginning onsite at IBIE 2019, EAG conducted its proprietary 360° Review & Analysis, and continued post-event with a thorough review of historical IBIE results and 2019 success across all aspects of the event. Of critical importance was the analysis of key attendee, sales and financial performance metrics against industry and event benchmarking standards, as well as market potential for growth and competitive threats. Based on that analysis, EAG was able to successfully facilitate a two-day meeting in January 2020 of the IBIE Strategic Planning Committee made up of baking industry leaders, key partners and ABA, BEMA and RBA executives.

Through effective facilitation and having EAG’s 360° Review & Analysis findings and recommendations presented before the meeting, the Committee was able to develop clear strategic objectives and ideas to improve IBIE’s performance, as well as expand the IBIE brand to a year-round, ongoing business asset in the future. EAG documented the objectives, goals and strategies discussed and presented those in a Strategic Plan Summary a few weeks after the meeting for the group to reference as they develop specific plans for each goal.

“EAG’s facilitation of our data-driven strategic planning process was hugely valuable,” stated Robb MacKie, president & CEO of ABA. “Having an unbiased perspective from an experienced team of event experts with in-depth industry knowledge helped our group focus on the objectives, goals and strategies that really matter to expand IBIE in a smart and strategic way,” MacKie continued, “It was one of the best strategic planning meetings we’ve had, and the results exceeded our expectations.”

“EAG provided constructive and engaging facilitation methods that generated great ideas and strategies from all participants,” stated Jennifer Colfelt, ABA’s Vice President of Operations & Membership. Jennifer continued, “EAG’s facilitators, Mike Muldoon and Karen Vogel, helped us see new potential for IBIE and clarify our strategic vision for the next six years. We now have consensus and a road map to execute successfully.”

“There is tremendous potential for IBIE to further expand the value provided to the baking industry at IBIE 2022 and all year long,” stated Karen Vogel, one of EAG’s managing partners. “The baking industry has been instrumental in keeping the global population fed during the pandemic crisis and IBIE will continue to be a valuable and ongoing resource for baking industry professionals and suppliers worldwide to continue to help the global economy recover.”

“EAG helped us to develop a strategic plan that demonstrates a strong future for IBIE and incremental revenue opportunities and greater efficiencies from new technologies, enabling ABA and BEMA to continue to reinvest in the baking industry to fuel growth and innovation,” stated Kerwin Brown, President & CEO of BEMA.

“IBIE has some of the most dedicated, experienced and passionate staff, partners and industry leaders behind it,” stated Mike Muldoon, managing partner at EAG. “The team continually improves the value IBIE delivers to the industry at every event, and we look forward to seeing the transformation of IBIE in 2022 and beyond.”

About Event Advisory Group (EAG)

Event Advisory Group (EAG) is a creative team of proven event experts. We partner with associations, event organizers, publishers, government agencies and corporations to help them improve the financial performance, brand and year-round value and operational excellence of their live and virtual events.

We conduct in-depth and unbiased event analysis and business planning, providing insights, financial models, ideas and actionable intelligence to enable leadership to make informed decisions on the strategic direction and investment needed for event success. We work alongside event teams to help them implement new strategies, programs and technologies and skillfully execute critical areas of a live or virtual event, including financials, attendance promotion, exhibit & sponsorship sales, meeting logistics & operations, and technology implementation.  EAG offers expert resources to temporarily fill critical leadership or key staff roles to ensure event execution continues without interruption.

Whether an organization wants to re-imagine an event, launch a new trade show / conference / virtual event, re-energize event results or better plan for future growth & sustainability, EAG provides innovative and comprehensive solutions to meet the needs of our clients.

EventAdvisoryGroup.com; 703-272-8544, karen@eagteam.com

About IBIE:

The International Baking Industry Exposition (IBIE) is a non-profit event produced by the American Bakers Association (ABA), Bakery Equipment Manufacturers and Allieds (BEMA) and the Retail Bakers of America (RBA). Founded in 1920 by ABA and BEMA, IBIE provides an important forum for connecting bakers with suppliers, showcasing innovations, and exchanging professional knowledge. Proceeds from the show are invested back into the grain-based food industry. The triennial event will next be held in Las Vegas, Nevada on September 17-21, 2022, with a full day of education on September 17.

www.BakingExpo.com; info@BakingExpo.com

About the Author


Karen Vogel, CEM

Karen is an accomplished marketing & business development leader who has launched, revived and managed industry-leading trade shows and conferences for Reed Exhibitions and consulted with dozens of trade associations, publishers, event organizers, and Fortune 500 companies to improve event financial, attendance, lead generation, and brand results over her 25 year career.

Find Karen on Linked In