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By : Laura Mattiucci - 21.02.2018

Millennials and trade show marketing

Millennials or the so called Generation Y are the most investigated generation in history after baby boomer. It is all about the generation born between 1980 and 2000.

If you missed it, we recommend one of the most controversial clip present on the web regarding Millennials: Simon Sinek’s talk about the millennial generation in the workplace went viral, it has been watched millions of times in only few weeks. Even the World Economic Forum dedicated sometime of its agenda on Millennials’ values and behavior. Also many surveys have been carried out worldwide and sponsored during the last years to try to understand and adapt entire business and social communities on the new logic. Think of “The 2017 Deloitte’s Millenials” report which is based on the views of almost 8,000 millennials questioned across 30 countries. Or of the quantitative survey Manpower carried out in 25 countries, with19,000 millennials and more than 1,500 HR consultants.

We do not want to judge or comment on generations but we share millennials’ optimistic view that by working together, there is hope to improve performance of both business, as well as society as a whole.

And more important we believe that explaining the millennials’ behavior in work life to be able to adapt business within companies is key for success: Millenials will account for almost half of the global workforce by 2020. Millennials’ use of technology clearly sets them apart. They are digital native and have grown up with broadband, smartphones, laptops and social media being the norm and expect instant access to information.

1. This is the first generation to enter the workplace with a better grasp of a key business tool than more senior workers.

2. And Millennials’ buyers are a big target group to be considered. They play an active role in purchasing products online.

It is imperative for sellers, wholesaler and retailers in order to engage the Millennials to improve digital payment, set on social influence, be fast and use emotional content combined with visual communication omni-channel.

Fast information and appealing content 24/7 to attract the attention of the buyers should be thought by creating and disseminating relevant content for a multitude of sources and touchpoints online and offline. Millennials will find their way to identify their relevant information, start the best understanding and decide how, where and when to purchase.

In conclusion by now, either through our day-to-day experience of working side-by-side with millennials, we have a pretty good idea of what we need to change or improve to target millennials.  But how to translate this into reality and get the highest rate of customer satisfaction for your business making sure you have a digital complement to your event to serve all your attendees including millennials?

We found a very good list of ideas on how to improve quickly your trade show experience. Read more.

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