Attracting and Engaging Young Professionals
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Attracting and Engaging Young Professionals

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Learn about the young professional: what they need/expect from industry to events, the challenges you face in marketing to them, their mindset and what drives them to participate, and suggestions for ...

Learn about the young professional: what they need/expect from industry to events, the challenges you face in marketing to them, their mindset and what drives them to participate, and suggestions for improving their experience at your event.

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Attracting and Engaging Young Professionals Attracting and Engaging Young Professionals Presentation Transcript

  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Attracting and Engaging Young Professionals
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Understanding the Young Professional Career stage Event stage Life stage Millennials
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Life Stages
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career Stage: Young Professionals Specific needs: Fresh training, but don’t know the ropes Looking for jobs Don’t know many people in the industry yet
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career Stage: Young Professionals Marketing challenges: Awareness Decision driven by management Funding the trip
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Stage: First-Time Attendees Need to become aware of association and event Don’t intuitively know the value of an event Open to opportunities May feel alienated by existing cliques
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Life Stage: Young Family Especially for women—are they able to travel away from children?
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Millennial Mindset
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Millennial Mindset Digital natives Content creators and users Used to participating in marketing Crave adventure Healthy lifestyle Seek peer affirmation But also similar to other generations American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Success and Status Matter Millennials place a high importance on personal success, and compared to older generations, feel that their success is in their own hands. American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. New Paradigms for Millennial Engagement in the Experience Economy American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. PCMA Research What drives Millennials to participate in meetings/events/conventions? Most valued attribute was providing career networking and job opportunities. They want to personally benefit: Financial (scholarships or rewards) Professional development Socially (service projects, social/fun activities) What the Millennial Generation Prefers in the Meetings, Conventions and Events, PCMA white paper, May 2012
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Suggestions for improved meeting experiences for Millennials This generation is one with low patience for unnecessary meetings and the desire for personalized programs. Provision of peer-to-peer versus large group networking opportunities Incorporation of the latest technology Making sessions shorter and more meaningful Avoidance of ice breakers and extended introductions Utilization of smaller groups in meetings Create excitement in virtual community through social networking sites pre-event What the Millennial Generation Prefers in the Meetings, Conventions and Events, PCMA white paper, May 2012
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Affiliation with a cause is more important to the Millennial generation than to any previous generation.
  • Importance of Sources of Information Used When Selecting Which Exhibitions to Attend By Generations Source Millennial Gen X Younger Boomer Older Boomer Traditionalist Email from colleague 5.12 4.91 4.48 5.00 4.26 Word of mouth 5.04 4.80 4.56 4.85 4.61 Exhibition organizer website 4.96 4.56 4.62 4.67 4.19 Personal invite from exhibitor 4.96 4.51 4.53 4.67 3.97 Industry publications 4.92 4.45 4.53 4.66 4.23 Industry association membership 4.61 4.50 4.24 4.80 4.74 Internet search 4.80 4.35 4.16 4.16 3.97 Exhibition organizer direct mail 4.22 4.24 4.23 4.52 4.48 Social networking sites 4.15 3.52 3.28 3.15 2.65 Exhibition organizer telemarketing 3.37 2.93 3.11 3.59 3.35 Scale: Importance, 1-7, with 1=Very Unimportant and 7=Very Important Millennial=ages 20-30; Gen X=31-47; Young Boomer=48-54; Older Boomer=55-66; Traditionalist=67+ Jeff Tanner and Nancy Drapeau, “Attracting Attendees,” CEIR AC31.13 (2013).
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Do’s and Don’ts of Communicating with Young Professionals Do Avoid Be brief Complicated, cliché, jargon Focus on what’s in it for them Spam Include testimonials from peers Condescension Make it mobile-friendly Attachments Emphasize: * Learning about the latest * Cutting-edge * Networking * Career-building De-emphasize: * Sponsors * Senior awards * “Seminars” * “Traditional” CEIR Phase II Power of Exhibitions in the 21st Century. 2010. POE 10-02
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Some Best Practices Attracting and Engaging Young Professionals
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Programs for Young Professionals
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Scholarship Program IAEE
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Contest Finalists displayed at event
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First-Timers
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First-Timers’ Experience IAEE
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First Timers’ Experience IAEE Expo! Expo! IAEE will provide valuable guidance on successfully navigating your first meeting: • Top 10 Tips from a seasoned meeting attendee n Things to See and Do • Quick Stats on IAEE and its important role within the exhibition and event industry • Suggestions on how to become involved at the meeting, in IAEE and in your local chapter • Learn about the Certified Exhibition Management (CEM) Learning Program and future IAEE educational offerings
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Make It Easy to Network Young professionals don’t yet know many people
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Ice-Breaking Activities Hat party at AIBTM
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Speed Networking AABB
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career-Oriented
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. AABB
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Mentoring Programs Plastic Surgery
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Targeted Content
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Young Professional Lunch Plastic Surgery
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Leadership Programs IAEE
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Young Professionals Committee IAEE 1. Continue to identify young professionals within IAEE’s membership, determine their special needs and expectations, and develop initiatives specifically designed to meet their needs. 2. Recommend educational, networking, and other programs and initiatives to IAEE with the needs of young professionals in mind. 3. Develop new initiatives designed to attract, engage, and retain individuals of diverse backgrounds and interests. 4. Contribute to and support IAEE’s student outreach efforts aimed at raising awareness of the value of IAEE membership and recruiting student members.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Marketing to Young Professionals
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Segmented Campaign Highlighting Awareness What the association is Key benefits of attending Specific content for them How to get the most of attending
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. “Get Your Boss to Send You” Campaign Messaging to employers of benefits of sending young professionals “Top 10 reasons” PDF to print and give your boss Worksheet to show boss what they learned
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Students
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Student Programs AORN
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. College Bowl Optometry’s Meeting
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Student-Friendly Buttons Once again, student-friendly buttons will be delivered to your booth. Please be sure to have someone wearing these pins to help students identify who they can speak with to learn more basic information about your products and services. I Am Student Friendly
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engaging Millennials
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engaging Content
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Innovative Learning Areas ASAE
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engagement
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Games ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Technology
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Media Campaign AORN
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Society of Health-System Pharmacists Case Study
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ASHP: A Focus on Segmentation and Young Professionals Website segmentation
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Programs for Students and Young Professionals ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. New Practitioner Program ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Gathering Places ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. CareerPharm Placement Service ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Poster Mentor ASHP
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Other Considerations
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  • © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Melinda Kendall melinda.kendall@freemanco.com Questions, Comments?