Darren Ed­wards gives five tips for en­gag­ing mil­len­ni­als

Be­yond Craft Beer and Quinoa– Mil­len­ni­als also crave con­tent, tech­nol­ogy and net­work­ing

Micetalk - - CONTENTS -

This is your fi­nal no­ti­fi­ca­tion that you have a crit­i­cal up­date to in­stall in your trade show and it comes with emo­jis, en­vi­ron­men­tal re­spon­si­bil­ity and a lot of stu­dent debt. So lis­ten up Gen Xers and Baby Boomers, your trade shows and events need to em­brace Mil­len­ni­als, if they are to stay rel­e­vant! As a Mil­len­nial my­self, I can tell you first hand, we are unique and flex­i­ble thinkers who like to chal­lenge the sta­tus quo. Cur­rently there are more than 50 mil­lion Mil­len­ni­als in the work­force with more on the way. Our gen­er­a­tion is bring­ing a new way of think­ing that em­braces tech­nol­ogy, loves so­cial me­dia and en­joys in­ter­act­ing with oth­ers. So how can you make sure your trade show or cor­po­rate event is ready to meet the demands of Mil­len­ni­als? Prob­lem solved! I put to­gether a list of the Top 5 Tips for En­gag­ing Mil­len­ni­als at trade shows and events. WE < 3 TECH­NOL­OGY! The first and most im­por­tant step is to em­brace and show­case the tech­nol­ogy at your show. Most Mil­len­ni­als have had a cell phone in their hand since birth, so it’s only nat­u­ral that is where we are ac­cess­ing most in­for­ma­tion news, com­mu­ni­cat­ing and work are done through a per­sonal mo­bile de­vice. Make your in­for­ma­tion easy to find- scrap the old pa­per pro­gramme and card­board sig­nage for a mo­bile app and dig­i­tal sig­nage. There is no need for all that ex­pen­sive print collateral when it can all be ac­cessed digitally for a frac­tion of the cost! It’s also eas­ier for show plan­ners to make up­dates on the fly, which you can’t do with printed ma­te­rial. Dig­i­tal sig­nage can be used for di­rec­tions, sched­ule up­dates and much more. WE NEED A CHARGE Since Mil­len­ni­als are ad­dicted to their mo­bile de­vices, it’s no won­der phone bat­ter­ies are

al­ways dy­ing. Help ad­dress this prob­lem by plac­ing a charg­ing sta­tion on the main floor of your show, rather than hav­ing every­one head­ing for the near­est out­let and sit­ting on the floor. Charg­ing sta­tions have be­come a life­saver for at­ten­dees who need to charge their de­vices. They can also be an ad­di­tional rev­enue stream for show plan­ners. Many have used these sta­tions as spon­sor­ship op­por­tu­ni­ties be­cause of their pop­u­lar­ity and high rate of vis­i­bil­ity.


Un­for­tu­nately, hav­ing a short at­ten­tion span is one of the con­di­tions of grow­ing up as a Mil­len­nial. If I find some­thing in­ter­est­ing, I will re- read or re- watch to fully un­der­stand, but I want to do it on- de­mand. Do you think the same is hap­pen­ing at your ses­sions? Prob­a­bly. A lot of shows are tak­ing ad­van­tage of their great speak­ers and us­ing the con­tent that they sup­ply for post- show en­gage­ment. The ses­sions are recorded to make them avail­able on- de­mand, but make sure your con­tent is also easy to find post show. Make it avail­able on your mo­bile app, web­site and on your YouTube chan­nel. Also con­sider the live video feed ca­pa­bil­i­ties that so­cial me­dia plat­forms like Face­book, Snapchat and Twit­ter have avail­able.


So­cial Me­dia was cre­ated while most Mil­len­ni­als were young; we grew up con­nected to the In­ter­net! There has al­ways been a so­cial plat­form for us to share ideas and con­nect with oth­ers so it’s sec­ond na­ture.

In most sit­u­a­tions, net­work­ing starts with a pro­fes­sional in­ter­est, but we are not afraid to form a per­sonal re­la­tion­ship with other pro­fes­sion­als, es­pe­cially on so­cial me­dia

At your show, use so­cial me­dia to en­gage, not only Mil­len­ni­als, but your en­tire au­di­ence for that mat­ter. Shows are us­ing their event app as well as dig­i­tal sig­nage to dis­play so­cial me­dia feeds. Whether you are dis­play­ing text or images, dig­i­tal sig­nage can be po­si­tioned in your main hall­ways to grab the at­ten­tion of at­ten­dees pass­ing by.

Se­lect­ing the right so­cial me­dia plat­form for your show takes time to de­cide. My sug­ges­tion is to walk be­fore you run; start with a sin­gle plat­form such as Twit­ter. This will al­low you to use a show hash­tag, which cre­ates a dis­cus­sion thread for every­one to com­ment and share their ideas. Once you have a feel for your au­di­ence you can ex­pand to other plat­forms such as Face­book, In­sta­gram and LinkedIn.


Be­lieve it or not, we do look up from our phones to ac­tu­ally talk face- to- face! Lastly, Mil­len­ni­als love to network in search of ad­vice and to dis­cuss other in­ter­ests. A lot are in­ter­ested in other as­pects of life and are not fo­cused solely on work. Your show should have op­por­tu­ni­ties for Mil­len­ni­als to chat with other at­ten­dees both young and not- so- young. Through­out the show, we would love to see as many op­por­tu­ni­ties to con­nect to be­gin de­vel­op­ing those re­la­tion­ships. Most shows have net­work­ing op­por­tu­ni­ties at night, but what about those pock­ets of time dur­ing the day? Quick meet ups dur­ing the day al­low peo­ple to dis­cuss ses­sions, or maybe their favourite ac­tiv­ity out­side of work. This past win­ter at IAEE’s Expo they cre­ated spe­cial op­por­tu­ni­ties for young pro­fes­sion­als to meet up dur­ing the day. On the sched­ule, they of­fered 15 minute gath­er­ings for young pro­fes­sion­als. It was a great op­por­tu­nity to quickly meet new peo­ple or even catch up with some­one you’ve al­ready met. Over­all, it’s im­por­tant for Mil­len­ni­als to find new con­nec­tions. Not only be­cause it’s part of ad­vanc­ing our ca­reer, but be­cause since it is so early in our ca­reers, these con­nec­tions can last a long time. In most sit­u­a­tions, net­work­ing starts with a pro­fes­sional in­ter­est, but we are not afraid to form a per­sonal re­la­tion­ship with other pro­fes­sion­als, es­pe­cially on so­cial me­dia. This gen­er­a­tion is the fu­ture of your show. Chances are the other half of your au­di­ence have chil­dren or fam­ily mem­bers who fall into this cat­e­gory, and they would be wel­come changes for them as well. As Mil­len­ni­als grow more ex­pe­ri­enced, they will be pro­vid­ing the di­rec­tion for the next gen­er­a­tion. But for now, get to know them and you will en­joy the ride! In­vis­age Cre­ative Ser­vices has been pro­vid­ing cre­ative and t ech­nol­ogy prod­ucts to the Meet­ings and As­so­ci­a­tions in­dus­tries since 1993. Web­site: www. in­vis­age. net

Darren Ed­wards is the founder of In­vis­age Cre­ative Ser­vices in Aus­tralia. With more than 23 years ex­pe­ri­ence in the meet­ings and events in­dus­try, Darren’s pas­sion is to con­nect peo­ple through sup­ply of cre­ative de­sign and in­no­va­tive event tech...

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.