Businesses survive by appealing to a solid customer base who will seek out and buy its products or services (and, in a perfect world, spread the word to family and friends who will also become customers). And, as is pointed out in “The Trade Group,” by the year 2020, millennials will make up one-half of the workforce (which translates into one-half of the population with purchasing power).

Be relevant

The fact that trade shows have lasted so long and stood the test of time is evidence of their staying power. If you are considering putting on a trade show now or in the future, the trick to keep in mind can be narrowed down to one phrase: “be relevant.” The great response your business may have had at a trade show 10 or more years ago cannot be staged today using the same materials, media, and overall setup. It’s a new era, and new methods to attract a crowd are necessary.

Be relatable

“Give the people what they want, and they’ll show up every time.” As cliché as that age-old phrase sounds, it is nevertheless true. It was true in the past, it is true today, and it will be true in the future. What it really means, however, is that if your business can appeal to people (read: millennials) by providing an experience that they can relate to, they will take notice, become receptive, and hopefully become customers.

Have the capability to attract and connect

The key factors that millennials want in a trade show experience include:

Technology

Technological resources should be the guiding principle to all trade show planning and preparation. The trade show booth you are commandeering should include free Wi-Fi, charging stations, cutting-edge displays and sophisticated product demos, and staying connected with them via social media.

Visual Content

Online video and digital imagery that is downloadable and shareable is the medium that millennials use more than any other. Make sure everything from displays to live demonstrations (and everything in between) can be captured in a photo or video for the sake of your millennial audience.

Capacity to Connect and Network

Thanks to social media, millennials are more focused on connecting and networking than earlier generations. If you consider hosting a network event that complements your trade show (e.g., Q & A sessions, cocktail hour), your millennial audience is almost yours for the asking.

Make an impact

Review the points listed above. Notice that little is mentioned about the product or service you are promoting. That is certainly important, but it’s second priority. The main priority is making a trade show event that will make an impact with millennials; something for them to remember. In short, you’re selling an experience first, and your brand’s product or service second.

Don’t underestimate the power of influence

This audience, will likely trust friends, family and acquaintances before they will a company or business. So, having interactive demos and allowing pictures and video coverage of your trade show booth will earn you – and ultimately, your brand – major points among millennials. They like it, they share it, and the added benefit to you is that other people who are not even at the event will be exposed to what your business offers.

So, if trade shows have been a success for your business in the past, but you feel a little intimidated by the new audience of millennials (not to mention the cutting technology of today), don’t panic!

Let us help bring your trade show resources up to speed. Contact us today!