Lately I’ve been reading a lot about “generational marketing” for trade shows, and for good reason. Being a young professional myself I may be a little biased, but think about it: young professionals are tomorrow’s decision-makers. Also, even if this group is not made up of key buyers or upper-level management, they are influentials at their companies. It only makes sense to start cultivating a relationship now that will continue to grow into the future. One webinar in particular given by the International Center for Exhibitor and Event Marketing made some interesting observations on how this important audience can be reached.

The webinar, entitled “Do Young Professionals Think Your Event Stinks?” pointed out that many young professionals don’t truly see the value of trade shows. Most are told by their boss that they NEED to attend particular trade shows, but they don’t necessarily WANT to be there. Keeping in mind that nearly 50% of young professionals attend more than one trade show, organizers need to define the value of attending their show. Here are some tips on how to do that:

• Focus on non-tradeshow portions of your show such as education, entertainment and networking
• Let them know what’s going on via a pre-show or onsite “First-Timers Orientation”
• Ensure your website is up-to-par

Another important element for organizers to remember is that your exhibitors are also representing your show and its value, and while you might see the importance in marketing to young professionals, your exhibitors might not. In fact, many younger trade show attendees often report being ignored by exhibitors because of their age. “I waited for 10 minutes to talk to a Canon rep while other reps stood around and talked to themselves. I felt like an outcast,” said Jeff, 24, a recent show attendee and owner of a print shop with 17 employees. Include some tips on the importance of generational marketing in your communications to exhibitors to further ensure that young professionals see the value of attending your show.

Remember – young professionals are the future of the companies you serve today. It is less costly to get them to come to your Show now and keep them coming later. Start cementing these relationships to ensure the future of your own show!