Leverage Digital Technology to Pitch to Younger Professionals

December 15, 2014

With Millennials set to command $200 billion in annual purchasing power by 2017, event organizers (many of whom are ‘mature’ Baby Boomers or from Generation X), are making a concerted effort to understand how to pitch their events to the younger, mobile professionals.

They recognize that the unprecedented and extremely rapid evolution of mobile technology has had an indelible impact on the younger generation that has grown up in the last two decades.

According to a feature report published by the American Psychology Association, there are some specific characteristics that define Millennials:

-          They are huge multitaskers

-          They prefer learning in a less formal environment           

-          They are more experiential and exploratory learners

-          They like to be a part of online networks and social communities

So, how can event organizers strategize to extend the reach of their events to newer and younger professionals? We recommend the Audience Event Lifecycle ModelTM:

STEP 1 – Attract (prior to the event)

·         Promote your upcoming event online through interactive multi-media content. Short informative videos appeal to millennials much more than static content.

·         Recruit influential exhibitors and speakers to pitch their participation to their younger fans and followers.

·         Incentivize newly registered attendees to promote your event to their peers. Word of mouth recommendations carry more weight with millennials than targeted advertising by event organizers.

STEP 2 – Engage (during the event)

·         Provide a fast, real-time and high performance native mobile app to help younger attendees maximize their time at the event.

·         Nullify ‘Second Screen’ distraction by encouraging them to use their personal devices to participate in an official mobile-based gamification event.

·         Provide interactive kiosks and displays to showcase new products, hot innovations and cool contests on the show floor.

·         Provide mobile tools to help young attendees form new connections and network with other participants.

·         Provide more hands-on learning opportunities as well as shorter, power-pack sessions to deliver high value while keeping audience fully engaged.

STEP 3 - Convert (after the event)

·         Leverage post-show surveys to keep first-time attendees engaged and invested in your event.

·         Provide them with opportunities to participate in online communities built around your brand.

·         Continue to provide session handouts, additional networking opportunities and engaging digital content to bring them back to your next event.

This article is based on a session presented by Rajiv Jain, CEO of a2z, Inc. at the recently concluded International Association of Exhibitions and Events' Expo! Expo! 2014.

Add new comment

Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.