what demographic change means for exhibit hardware
TRANSCRIPT
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
What Demographic Change Means for Exhibit Hardware
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Presented at Expo!Expo! 2012
Presenters:Dan Hoffend, Executive Vice President, FreemanJoan Press, Manager of Operations, SMETrish Costello, Strategist, Jack Morton Worldwide
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• Five generations in the workplace• Engage me• Demand for technology to tell the story• Micro targeting
Agenda
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The Generations
Traditionalist/
Silent Generation
Before 1946
Baby Boomers
1946-1964
Gen X1965-1981
Gen Y/ Gen C/ Millennials1982-1997
Gen 2020After 1997
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Five Generations in the Workplace
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Changing Attitudes Toward Exhibitions
Career driven
Loyal to brands
Competitive
Want to leave a legacy
Meetings and
dialogue
Baby Boomers
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Gen X
Trust has to be earned
Skepticism
Independent
Individualism
Self-reliant
Self-focused
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Gen Y
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Hands-on educational sessions on 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 90% of attendees said networking was
either important or very important to their career development.
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 StudyWhat are they looking for?
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• The demand for customization.
• Create a deep personal connection.
• Understanding the motivation for attending.
Engage “Me”
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Make It Relevant
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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
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Ericsson Exhibit at Mobile World Congress
Create a Personal Connection
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Add Value, and Make It Interesting
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Make It Social
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• Auctions on the show floor to encourage engagement and pre-show excitement.
• Contribute to charities--Wounded Warrior Project
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• Twitter walls and blogs on the show floor to engage attendees• SME booth at our events
• Run Twitter and videos simultaneously
• Social media walls--download appsand get-connected business cards
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• Connect social media with the on-site exhibit experience.
• Passive interaction.
• Generate curiosity.
Demand for Technology to Tell the Story
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Passive Interaction
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Generate Curiosity
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Biosense Webster at Heart Rhythm Society
Don’t Bother With Print
Track and customize with eLit
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Make It Shareable
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Share From the Outside-In, Too
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• 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
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The Journey
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Clear Objectives
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Create a Learning Environment
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Drive Integration
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Targeted Audience
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Create a Learning Environment
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© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Thank You!