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.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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