What Demographic Change Means For Exhibit Hardware
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What Demographic Change Means For Exhibit Hardware

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Learn about the five generations of attendees, how to create personal connections, how to use micro-targeting, and how to use technology to tell your story.

Learn about the five generations of attendees, how to create personal connections, how to use micro-targeting, and how to use technology to tell your story.

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    What Demographic Change Means For Exhibit Hardware What Demographic Change Means For Exhibit Hardware Presentation Transcript

    • © 2011 Freeman. All rights Reserved. Proprietary & Confidential. “What Demographic Change Means for Exhibit Hardware” Presenters: Dan Hoffend, Executive Vice President, Freeman Joan Press, Manager of Operations, SME Trish Costello, Strategist, Jack Morton Worldwide Presented at Expo!Expo! 2012
    •  Five Generations in the Work Place  Engage Me  Demand for Technology to tell the Story  Micro Targeting AGENDA
    • The Generations Traditionalist/ Silent Generation Before 1946 Baby Boomers 1946-1964 Gen X 1965-1981 Gen Y/ Gen C/ Millennials 1982-1997 Gen 2020 After 1997
    • Five Generations in the Work Place
    • Changing Attitudes Towards Exhibitions Career driven Loyal to brands Competitive Want to leave a legacy Meetings & dialogue Baby Boomers
    • Gen X Trust has to be earned skepticism Independent Individualism Self-reliant Self-focused
    • Gen Y
    •  Hands on educational sessions to the show floor.  Hands on equipment.  More interactive booths and hardware.  Open booths with friendly approachable environment.  Social Media Walls – how to get them engaged – download apps and get connected cards.  Study shows that ninety percent (90%) of the attendees said networking was either important or very important to their career development.  Fifty eight (58%) of our attendees ranked networking as their most important reason to attend.  More than half of those interviewed inquired about social events and looking for options.  They want to schedule one on one appointments rather than showing up at a booth. • WHITE PAPER STUDY… What are they looking for???
    • • The demand for customization. • Create a deep personal connection. • Understanding the motivation for attending. ENGAGE “ME”
    • Make it Relevant
    • Make it Customizable and Personal • Give attendees a reason to personally connect with the brand. • Enable that connection through the experience in the exhibit. LifeScan Exhibit at the American Association of Diabetes Educators
    • Ericsson Exhibit at Mobile World Congress Create a Personal Connection
    • Add value and make it interesting
    • Make it Social
    •  Auctions on the show floor to encourage engagement and pre-show excitement.  Contribute to charities - Wounded Warrior Project
    •  Twitter Walls and blogs on the show floor to engage attendees  SME Booth at our Events • Run Twitter & Videos simultaneously  Social Media Walls – Download Apps & Get Connected Business Cards
    • • Connect social media with the on-site exhibit experience. • Passive Interaction • Generate Curiosity DEMAND FOR TECHNOLOGY TO TELL THE STORY
    • Passive Interaction
    • Generate Curiosity
    • Biosense Webster at Heart Rhythm Society Don’t bother with print: Track and Customize with eLit
    • Make it Shareable
    • Share from the outside-in too
    • • The emergence of the corporate event. • Clear and established objectives. • Create a learning environment to generate action. • Matching attendees with exhibitors to drive integration and learning. MICRO TARGETING
    • The Journey
    • Clear Objectives
    • Create a Learning Environment
    • Drive Integration
    • Targeted Audience
    • Create a Learning Environment
    • Thank You!