Upload
freeman
View
115
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Learn about the young professional: what they need/expect from industry to events, the challenges you face in marketing to them, their mindset and what drives them to participate, and suggestions for improving their experience at your event.
Citation preview
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..
Attracting and Engaging Young Professionals
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Understanding the Young Professional
Career stageEvent stageLife stageMillennials
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Life Stages
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Career Stage: Young Professionals
Specific needs:Fresh training, but don’t know the ropesLooking for jobsDon’t know many people in the industry yet
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Career Stage: Young Professionals
Marketing challenges:AwarenessDecision driven by managementFunding the trip
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Event Stage: First-Time Attendees
Need to become aware of association and eventDon’t intuitively know the value of an eventOpen to opportunitiesMay feel alienated by existing cliques
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Life Stage: Young Family
Especially for women—are they able to travel away from children?
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
The Millennial Mindset
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Millennial Mindset
Digital natives
Content creators and users
Used to participating in marketing
Crave adventure
Healthy lifestyle
Seek peer affirmationBut also similar to other generations
American Millennials: Deciphering the Enigma GenerationBased on research from Barkley, Boston Consulting Group, and Service Management Group 2011
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Success and Status MatterMillennials place a high importance on personal success, and compared to older generations, feel that their success is in their own hands.
American Millennials: Deciphering the Enigma GenerationBased on research from Barkley, Boston Consulting Group, and Service Management Group 2011
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
New Paradigms for Millennial Engagement in the Experience Economy
American Millennials: Deciphering the Enigma GenerationBased on research from Barkley, Boston Consulting Group, and Service Management Group 2011
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
PCMA Research
What drives Millennials to participate in meetings/events/conventions?Most valued attribute was providing career networking and job opportunities.
They want to personally benefit:Financial (scholarships or rewards)Professional developmentSocially (service projects, social/fun activities)
What the Millennial Generation Prefers in the Meetings, Conventions and Events, PCMA white paper, May 2012
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Suggestions for improved meeting experiences for Millennials
This generation is one with low patience for unnecessary meetings and the desire for personalized programs.
Provision of peer-to-peer versus large group networking opportunities
Incorporation of the latest technology
Making sessions shorter and more meaningful
Avoidance of ice breakers and extended introductions
Utilization of smaller groups in meetings
Create excitement in virtual community through social networking sites pre-
event
What the Millennial Generation Prefers in the Meetings, Conventions and Events, PCMA white paper, May 2012
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Affiliation with a cause is more
important to the Millennial generation than to any previous
generation.
Importance of Sources of Information Used When Selecting Which Exhibitions to Attend By Generations
Source Millennial Gen XYounger Boomer
Older Boomer Traditionalist
Email from colleague 5.12 4.91 4.48 5.00 4.26
Word of mouth 5.04 4.80 4.56 4.85 4.61
Exhibition organizer website 4.96 4.56 4.62 4.67 4.19
Personal invite from exhibitor 4.96 4.51 4.53 4.67 3.97
Industry publications 4.92 4.45 4.53 4.66 4.23
Industry association membership 4.61 4.50 4.24 4.80 4.74
Internet search 4.80 4.35 4.16 4.16 3.97
Exhibition organizer direct mail 4.22 4.24 4.23 4.52 4.48
Social networking sites 4.15 3.52 3.28 3.15 2.65
Exhibition organizer telemarketing 3.37 2.93 3.11 3.59 3.35
Scale: Importance, 1-7, with 1=Very Unimportant and 7=Very ImportantMillennial=ages 20-30; Gen X=31-47; Young Boomer=48-54; Older Boomer=55-66; Traditionalist=67+
Jeff Tanner and Nancy Drapeau, “Attracting Attendees,” CEIR AC31.13 (2013).
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
The Do’s and Don’ts of Communicating with Young Professionals
Do Avoid
Be brief Complicated, cliché, jargon
Focus on what’s in it for them Spam
Include testimonials from peers Condescension
Make it mobile-friendly Attachments
Emphasize: * Learning about the latest * Cutting-edge * Networking * Career-building
De-emphasize: * Sponsors * Senior awards * “Seminars” * “Traditional”
CEIR Phase II Power of Exhibitions in the 21st Century. 2010. POE 10-02
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Some Best Practices
Attracting and Engaging Young Professionals
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Programs for Young Professionals
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Scholarship Program
IAEE
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Contest
Finalists displayed at event
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
First-Timers
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
First-Timers’ Experience
IAEE
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
First Timers’ ExperienceIAEE Expo! Expo!
IAEE will provide valuable guidance on successfully navigating your first meeting:• Top 10 Tips from a seasoned meeting attendee n Things to See
and Do• Quick Stats on IAEE and its important role within the exhibition and
event industry• Suggestions on how to become involved at the meeting, in IAEE
and in your local chapter• Learn about the Certified Exhibition Management (CEM) Learning
Program and future IAEE educational offerings
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Make It Easy to Network
Young professionals don’t yet know many people
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Ice-Breaking ActivitiesHat party at AIBTM
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Speed Networking
AABB
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Career-Oriented
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
AABB
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Mentoring Programs
Plastic Surgery
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Targeted Content
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Young Professional Lunch
Plastic Surgery
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Leadership Programs
IAEE
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Young Professionals CommitteeIAEE
1. Continue to identify young professionals within IAEE’s membership, determine their special needs and expectations, and develop initiatives specifically designed to meet their needs.
2. Recommend educational, networking, and other programs and initiatives to IAEE with the needs of young professionals in mind.
3. Develop new initiatives designed to attract, engage, and retain individuals of diverse backgrounds and interests.
4. Contribute to and support IAEE’s student outreach efforts aimed at raising awareness of the value of IAEE membership and recruiting student members.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Marketing to Young Professionals
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Segmented Campaign Highlighting
Awareness
What the association is
Key benefits of attending
Specific content for them
How to get the most of attending
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
“Get Your Boss to Send You” Campaign
Messaging to employers of benefits of sending young professionals
“Top 10 reasons” PDF to print and give your boss
Worksheet to show boss what they learned
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Students
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Student ProgramsAORN
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
College Bowl
Optometry’s Meeting
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Student-Friendly ButtonsOnce again, student-friendly buttons will be delivered to your booth. Please be sure to havesomeone wearing these pins to help students identify who they can speak with to learn more basic information about your products and services.
I Am Student Friendly
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Engaging Millennials
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Engaging Content
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Innovative Learning AreasASAE
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Engagement
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Games
ASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Technology
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Social Media Campaign
AORN
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
American Society of Health-System Pharmacists
Case Study
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
ASHP: A Focus on Segmentation and Young Professionals
Website segmentation
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Programs for Students and Young Professionals
ASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
New Practitioner Program
ASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Gathering Places
ASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
CareerPharm Placement ServiceASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Poster Mentor
ASHP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Other Considerations
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..
Melinda [email protected]
Questions, Comments?