Appealing to the New Generation of Trade Show Attendees
If you are a veteran trade show exhibitor you may have noticed that the average age of attendees has declined. This is a natural trend in the industry, as the people who used to attend trade shows are promoted to higher levels of management the people chosen to replace them are younger. It is important to realize this trend and tailor your trade show exhibits to appeal to a younger audience.
Trust is increasingly difficult to develop with today’s trade show attendee. Younger people have and increased level of skepticism; they are not persuaded by flashy trade show exhibits or lofty claims that cannot be verified. If you claim your product can provide a specific result, you must be able to provide documentation that can be confirmed. Until you’re able to build trust, the success of your other trade show ideas will be limited.
According to trade show expert Bev Gray, “a tactile demonstration of your product can often cement a buyer’s decision; therefore putting your product in the hands of your booth visitors is an excellent marketing strategy.” The younger generation values a practical, tangible experience when making decisions; if you can find a way for attendees to experience your product you’ll find these younger attendees more engaged and receptive.
Initially, younger people may be content, or even prefer to investigate your products on their own; however, after they do so, many will want further information from you and your booth staff. The more personalized your approach, the more receptive these attendees will be. Introduce yourself, ask their name and use their name. Listen actively to their needs and concerns; engage them in conversation by maintaining a comfortable level of eye contact. By using a personal approach with your trade show ideas, you will communicate to your visitors that you value them and their time.
In past years, it was enough to simply entertain those who stopped by your booth; today’s younger booth visitors require more stimulation on multiple levels. Your exhibits should be attractively designed to capture their attention and draw them in, but you will need to provide creative trade show ideas that will entertain them while laying the groundwork for an engaging conversation.
Appealing to today’s younger trade show audiences requires a different approach than what has worked in the past. Building trust, encouraging participation, and giving personal attention will make them more receptive to you and your staff. Once they are engaged in a manner they value, your other marketing strategies will be much more effective.
