Attracting and Engaging Young Professionals

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Post on 27-Jan-2015

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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.

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1. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Attracting and Engaging Young Professionals 2. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Understanding the Young Professional Career stage Event stage Life stage Millennials 3. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Life Stages 4. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career Stage: Young Professionals Specific needs: Fresh training, but dont know the ropes Looking for jobs Dont know many people in the industry yet 5. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career Stage: Young Professionals Marketing challenges: Awareness Decision driven by management Funding the trip 6. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Stage: First-Time Attendees Need to become aware of association and event Dont intuitively know the value of an event Open to opportunities May feel alienated by existing cliques 7. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Life Stage: Young Family Especially for womenare they able to travel away from children? 8. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Millennial Mindset 9. 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 affirmation But also similar to other generations American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011 10. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Success and Status Matter Millennials 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 Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011 11. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. New Paradigms for Millennial Engagement in the Experience Economy American Millennials: Deciphering the Enigma Generation Based on research from Barkley, Boston Consulting Group, and Service Management Group 2011 12. 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 development Socially (service projects, social/fun activities) What the Millennial Generation Prefers in the Meetings, Conventions and Events, PCMA white paper, May 2012 13. 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 14. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Affiliation with a cause is more important to the Millennial generation than to any previous generation. 15. Importance of Sources of Information Used When Selecting Which Exhibitions to Attend By Generations Source Millennial Gen X Younger 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 Important Millennial=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). 16. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Dos and Donts of Communicating with Young Professionals Do Avoid Be brief Complicated, clich, jargon Focus on whats 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 17. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Some Best Practices Attracting and Engaging Young Professionals 18. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Programs for Young Professionals 19. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Scholarship Program IAEE 20. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Contest Finalists displayed at event 21. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 22. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First-Timers 23. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 24. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First-Timers Experience IAEE 25. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. First Timers Experience IAEE 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 26. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Make It Easy to Network Young professionals dont yet know many people 27. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Ice-Breaking Activities Hat party at AIBTM 28. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Speed Networking AABB 29. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Career-Oriented 30. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. AABB 31. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 32. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 33. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 34. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Mentoring Programs Plastic Surgery 35. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Targeted Content 36. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Young Professional Lunch Plastic Surgery 37. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Leadership Programs IAEE 38. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Young Professionals Committee IAEE 1. Continue to identify young professionals within IAEEs 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 IAEEs student outreach efforts aimed at raising awareness of the value of IAEE membership and recruiting student members. 39. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Marketing to Young Professionals 40. 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 41. 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 42. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Students 43. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 44. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Student Programs AORN 45. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. College Bowl Optometrys Meeting 46. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 47. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Student-Friendly Buttons Once again, student-friendly buttons will be delivered to your booth. Please be sure to have someone 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 48. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engaging Millennials 49. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engaging Content 50. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 51. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 52. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Innovative Learning Areas ASAE 53. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Engagement 54. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 55. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Games ASHP 56. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 57. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Technology 58. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 59. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Media Campaign AORN 60. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 61. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 62. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 63. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 64. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Society of Health-System Pharmacists Case Study 65. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ASHP: A Focus on Segmentation and Young Professionals Website segmentation 66. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Programs for Students and Young Professionals ASHP 67. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. New Practitioner Program ASHP 68. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 69. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Gathering Places ASHP 70. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. CareerPharm Placement Service ASHP 71. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Poster Mentor ASHP 72. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Other Considerations 73. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 74. Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Melinda Kendall melinda.kendall@freemanco.com Questions, Comments?