The International Boston Seafood Show and European Seafood Exposition have joined the social media world. While it seems like the world is changing by the minute, the Diversified Business Communications seafood team is thinking about social media and how to communicate with our exhibitors and attendees.
Recently, the Center for Exhibition Industry Research presented their findings on the next generation and how they “work” a tradeshow. "Gen X” is currently between the ages of 28-39 and the "Millennials" are 18–27 years old. Both generations are technologically savvy and individualistic. While this study was primarily attendee-focused, it did highlight some interesting points about “young professionals”:
- 73% create a must-see list of exhibitors before they attend an event
- 84% of both groups have attended tradeshows in the past two years
Gen Xers are more influenced by whether a product or service on display would solve a problem at work. Forty-three percent said that the displays of products and services offered made an exhibit memorable to them. They also said that there is too much pressure from the sales people staffing the booths.
While Millennials tend to be more uncomfortable in face to face interactions with people they do not know, they do like the incentives offered by exhibitors and the enthusiasm of the sales staff. They like the “bells and whistles” and want to be impressed.
Many young attendees expressed that they felt ignored by exhibitors because of their age! Note to exhibitors: don’t assume someone in this age group is not a buyer or influencer – you could be burning a future relationship. Two thirds of those surveyed have the power to make buying recommendations.
Exhibitors should consider including male and female staff from these generational groups to their stand. Automation, entertainment and a friendly staff are the best traffic drivers.
At the International Boston Seafood Show next month, there will be special events and information available to first-time attendees to the show. This will include more use of social media and networking sessions for first-time attendees. Watch out for areas highlighting what's going on during the show!
*Data attributed to the Center for Exhibition Industry Research's study "Power of Exhibitions in the 21st Century"
