MAKING MILLENNIALS LOOK FORWARD TO YOUR NEXT TRADE SHOW - Xsorigami

posted Mar 05 2018

As an exhibitor, it is important for you to understand the demographics before you come with a promotional strategy for any trade show. That’s because every demographic is different – take the millennials for example; this 18-34 age group chunk has specific characteristics and wants, some of which have been conveniently overlooked for years, often resulting in a poor experience – and then you wonder, why they seldom turn up. Oddly enough, winning over their loyalty is not difficult; all you need to do is keep an open mind. As an exhibitor, it is important for you to understand the demographics before you come with a promotional strategy for any trade show. That’s because every demographic is different – take the millennials for example; this 18-34 age group chunk has specific characteristics and wants, some of which have been conveniently overlooked for years, often resulting in a poor experience – and then you wonder, why they seldom turn up. Oddly enough, winning over their loyalty is not difficult; all you need to do is keep an open mind.

Figure Out Their Perception Of Themselves 

Millennials are not some lazy, young, spoiled and entitled beings, and if that’s what you think, think again. Better still, understand how they perceive themselves. Well, they have a rather positive perception – one that shows them in a good light and projects them as tech-savvy, young, cool, hip and innovative people, who are out there to change the world. They are the people who want it fast and want it now – people who are social butterflies – people who hardly trust the corporate mouthpieces – people who want to be heard. Take the cue – if you go with the flow, and listen to what they have to say, there’s no stopping you – they’d happily give in.

Give Them What They Want And They’ll Be There

If you have a trade show lined up, one where you want the millennials to turn up in huge numbers here’s what you should do:

They eat, sleep and breathe technology. So Should You!

They are the tech-savvy generation; even those in their 30s have built their lives around technology – none of them remembers the pre-internet days – and yes, they hate going back there. Don’t make them. Incorporate the latest technology – let go of those paper flyers, banners and handouts that you have been holding on to – switch to digital signage and interactive kiosks instead. Go paperless, if the need is – you could even contemplate a digital registration process, wherein the guests simply use a monitor or a tablet to sign in – in short, anything and everything that resonates with their love for technology.

–  They love their mobile phones. Don’t you?

Well, if you don’t, now’s the time – think of ways how you could leverage their love for smartphones for your own benefit. Start off with a custom app – one that they can download and use to create a digital schedule of sorts – offer freedom and more importantly, the ability to personalize – they don’t like to be told what to do – make sure the app doesn’t cross the line. Let them decide on the demos and workshops they wish to attend; do not decide for them.

You could also use QR codes to your advantage – place them right in front of your booth, and encourage the guests to scan as and when they enter. For that matter, your staff could also wear badges with QR codes, which when scanned, should give out information about your company.

– They swear by the social media. What about you?

They are always online, like literally – cash in on the trend – generate a discussion on the social media – come up with a post – a Twitter handle helps – in fact, that’s like half the battle won. Go the extra mile – ask your booth designer to come up with a Twitter wall – give them a reason to share – when one of the tweets, the others shall follow suit. A selfie wall would also work well. Think outside the box!

Step into their shoes and make a genuine attempt at understanding what goes down well with them – apart from what has already been discussed, they long for an interactive atmosphere, love the idea of gamification, and are concerned about the carbon footprint that the world’s creating. Don’t rub them the wrong way. With them, it’s simple – they either like you or they don’t – what do you want?

Trade Show Experts

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