What Demographic Change Means for Exhibit Hardware

© 2011 Freeman. All rights Reserved. Proprietary & Confidential.

What Demographic Change Means for Exhibit Hardware


Presented at Expo!Expo! 2012

Presenters:Dan Hoffend, Executive Vice President, FreemanJoan Press, Manager of Operations, SMETrish Costello, Strategist, Jack Morton Worldwide


• Five generations in the workplace• Engage me• Demand for technology to tell the story• Micro targeting

Agenda


The Generations

Traditionalist/

Silent Generation

Before 1946

Baby Boomers

1946-1964

Gen X1965-1981

Gen Y/ Gen C/ Millennials1982-1997

Gen 2020After 1997


Five Generations in the Workplace


Changing Attitudes Toward Exhibitions

Career driven

Loyal to brands

Competitive

Want to leave a legacy

Meetings and

dialogue

Baby Boomers


Gen X

Trust has to be earned

Skepticism

Independent

Individualism

Self-reliant

Self-focused


Gen Y


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?


• 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 and videos simultaneously

• Social media walls--download appsand 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!

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What Demographic Change Means for Exhibit Hardware

Marketing