In CEIR’s recently released generational study, 45% of young respondents to on-site interviews at nearly a dozen industry exhibitions said that social events are the most important component of an exhibition. However, less than half of those interviewed actually participated in social events at the exhibitions they attended.
Several factors may be to blame here. A lack of awareness of scheduled social events and the invitation-only nature of some networking functions may be causes for the lack of participation from younger attendees. The fact that many young professionals are first-timers and have not yet built a network of colleagues or friends in the industry is a reality that exhibition organizers should recognize - and their attention to this problem can create opportunities to better their event for younger attendees.
Mark Pursell helps plan the International Builders’ Show’s First Timer’s Orientation each year - and has witnessed its success. He described IBS’s event for us:
We do a First Timer’s Orientation early in the morning on the first day the show. We have two “veteran” members who know the show well run through the basics of how to get around, how to find exhibitors, educational sessions, where to network, where to eat, shuttle buses, etc. We keep it focused on the show experience/nuts and bolts and not on the association message…. That comes later. The member presenters give some great stories about their first time at the show and what it’s meant to their business.
In [previous] years, we’ve done breakfast [or coffee only]. We give them relevant handouts and use a large screen or two for a PowerPoint. We’ve had as many as 1200 attend. We try to keep it to 45 minutes and try to get other veteran members to sit out in the crowd and answer questions one-on-one and make suggestions. We try to get the timing right so these first timers get priority seating to our opening ceremonies, so they feel like they got an extra benefit and are welcomed to the show.
All in all, a very worthwhile event and not too difficult to pull together. I think finding the right presenters who really love your show is the key.
The take-away for exhibition organizers here seems to be the importance of welcoming younger attendees to established events such as IBS.
Have you had any similar successes with First-Timers programs? Let us know by leaving your comments below.
