As part of our soon-to-be-released generational study, on-site interviews were conducted with young attendees ages 20-39 at 10 industry events over the past year. These interviews yielded essential, exhibition-specific insight into young professionals’ perceptions toward the events they attended. Much of the data gathered through this research is included in CEIR’s final Power of Exhibitions in the 21st Century report to be released next week.
The first of these ten events was the American Association of Critical-Care Nurses’ annual meeting. Randy Bauler, CEM, is the Corporate Relations and Exhibits Director for the association and received a proprietary report from CEIR’s study. He has since put CEIR’s recommendations from its findings to the test.
Bauler has implemented several changes due to this generational research – three major ones in particular. The AACN typically attracts has 7-8,000 critical care nurses to their conference and show out of the 80,000+ members. Of that number, approximately 20% are younger members. One feedback from CEIR’s study was that AACN’s educational offerings seemed geared towards older attendees. Not surprisingly, at that time, the AACN’s entire educational committee was in the 40 – 50 age range. New committee members have since been added to reflect a younger audience. For its 2009 show, educational offerings were updated, designed to appeal to this new, younger attendee-base.
Bauler also gleaned from CEIR’s on-site research that younger nurses requested more networking opportunities with each other. Specifically, they wanted to network after hours. It therefore became a team responsibility to establish where those meetings might occur and then get the word out. Randy reported: “We added some networking opportunities in our printed Conference materials, including a “Tips for Networking” card placed inside their conference bag. We also added some local networking spots to our list of ‘Things to do in New Orleans’ section of the Web site.”
Another action item as a result of the study was the creation of a Facebook page for their 2009 event. An association staff member was assigned to create it and tend to it, and over time the site grew to include 300-400 members. Interestingly, at that same time, another “independent” Facebook account was established by a member group and that now boasts over 1,500 members. In order for staff to stay “up-to-date” on any ideas and suggestions that may pop up on this particular social network, the association also counts itself as a part of this second site.
Bauler has digested CEIR’s research and put it into action, crafting important changes into his annual event that will help to entice younger professionals to the show and expand its attendee’ base. CEIR’s final, comprehensive generational study will be available to you next week – will you do the same?
