By Mary Tucker | Senior Communications and Content Manager | IAEE
As Gen Z and young Millennials step into professional roles and onto show floors in growing numbers, a pressing question demands attention: Are today’s exhibit experiences actually built for them?
To find out, the Center for Exhibition Industry Research (CEIR) went directly to the source. Through in-depth interviews with 80 Gen Z and young Millennial professionals attending trade shows along the U.S. Eastern Seaboard, CEIR has surfaced findings that every organizer and exhibitor needs to hear.
The data gleaned from these conversations are featured in CEIR’s latest report, “Cracking the Code of Young Professional’s Trade Show Floor Engagement Preferences.” And in IAEE’s upcoming webinar, CEIR Report – The Voice of Young Professionals: What They Value Most on The Show Floor & How to Deliver It, those findings come to life through candid conversation with the people who know this generation best – because they are this generation.
Meet Our Expert Panel
Nancy Drapeau, IPC, Vice President of Research at CEIR, brings more than 31 years of B2B exhibition industry expertise to this study and has seen generational shifts reshape the industry more than once.
Jackie Gronske, Senior Manager of Exhibits & Sponsorships at the The American Institute of Architects (AIA), has spent six years building engaging event experiences and championing emerging professionals through her work with the IAEE Washington, DC Chapter.
Liam McNicholl, Exhibitor Experience Manager at the Society of Interventional Radiology (SIR), brings a uniquely inside perspective as a 1999-born Gen Zer working within the exhibitions industry itself.
Natali Tsalikis, Junior Market Researcher at CEIR, was on the ground conducting the research that underpins this webinar and she belongs to the very demographic being studied.
Here, the presenters offer a sneak peek into the conversations, insights and real-world experiences they’ll be sharing at the webinar.
NANCY: This isn’t the first time the exhibition industry has had to adapt to a new generation of attendees. What makes Gen Z and young Millennials distinctly different from previous generations in ways that organizers simply can’t afford to ignore?
You’re right, Mary. Addressing the unique needs of the next generation is a perennial concern for organizers. It’s critical that events intentionally consider both the unique and shared characteristics of emerging leaders who will rely on the trade show channel. Maintaining a strong feeder system is essential to the long-term viability and growth of any event.
What stands out to me about these young professionals, what they aim to experience on a trade show floor, is their laser focus on meaningful experiences and on engaging with people and exhibitors that align closely with their interests. They clearly see the value of live events. In fact, the pandemic has only reinforced the importance of in-person experiences as a way to advance their careers and business objectives. There’s a heightened appreciation for the physical, face-to-face experience that only live events can deliver.
JACKIE: In your experience working with emerging professionals, what’s the single biggest disconnect you see between how trade shows are designed and what younger attendees actually need from them?
I often compare trade show floors to malls. Emerging professionals don’t really go to malls anymore when they need to shop, they go online. They can research, compare and make decisions on their own time. So, you may be wondering, what does that have to do with YP interaction in trade shows? Well, we see that the same shift happening at trade shows. If I can get all the product information online, I’m not coming to the show to be sold to, I’m coming for something I can’t get behind a screen. That’s where experience, interaction and meaningful connection become so important.
And just as importantly, they want to see people they can relate to in the booth. Having younger professionals present makes it easier to start conversations and build that initial connection. It shifts the experience from intimidating to approachable, which ultimately makes the interaction more meaningful for everyone.
LIAM: As a Gen Z professional who works on the exhibitor side of the industry, what’s something your peers want from a show floor experience that exhibitors consistently underestimate or overlook?
Exhibitors tend to underestimate or overlook the importance of intentional and authentic engagement over traditional selling. In my experience, Gen Z is interested in attending trade shows and visiting the expo for the experience, not necessarily the products or services being offered, which can be found easily online on their phones. They want to learn about a brand and have meaningful interactions with exhibitors that are interested in learning about what they are looking for and showing how their products/services can align with them to offer the greatest value.
NATALI: Having done the research firsthand, was there a finding that genuinely surprised you – something that challenged even your own assumptions about what Gen Z values at trade shows?
I fully expected Gen Z to rave about giveaways a lot more. They do like the free swag, and it will draw them to a booth, but it isn’t the top factor that will draw them to a booth. Another finding that surprised me was their influence on their leadership. Many of them do not have the purchasing authority to buy on the spot, but they do bring the information and samples back to their team and especially their bosses. This demonstrates Gen Z’s impact beyond the show floor.
NANCY: Based on what the research revealed, what’s the most actionable thing an organizer or exhibitor could do right now – before their next show – to meaningfully improve engagement with younger attendees?
Be intentional with show floor plan design – for those interested in hearing more about this, join our webinar on March 18th!
Click here to register for CEIR Report – The Voice of Young Professionals: What They Value Most On The Show Floor & How to Deliver It and learn more about upcoming IAEE webinars here.
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