The composition of those we aim to unite with our exhibitions appears to be changing, according to a new study by Amsterdam RAI.
The Dutch venue and organiser hopes that a new report, conducted by TrendsActive and Ruigrok-NetPanel, has mapped out the evolving wishes and demands of modern exhibition visitors, providing insight and various concepts for innovating exhibitions and events in order to make them future-proof.
The generation insights are based on qualitative research and socio-cultural trend analyses, qualitative research performed with assistance of visitors at business-to-business and public exhibitions.
While bringing people together remains the essence of every exhibition and event, people and their preferences change over the years. One of the simplest ways is to understand the distinction between Generation X, the visitors and exhibitors with dominant buying power and influence at today’s exhibitions and events, and Generation Y, the new wave of attendees who are increasingly assuming their role. But what are they?
Generation X is the 35- to 50-year-old post-war baby boomers born between the 1960s and early 1980s, a generation loosely defined as sharing a world view based around change; the need for stability and pragmatism. Their formative years were generally seen as rough, both politically and economically. They’re largely sceptical about media and marketing messages.
They’re the visitors, according to Amsterdam RAI, who enter an event and make observations such as: ‘Those exhibitors are standing there for themselves and not for me’ or ‘I don’t like giving my phone number to exhibitors; you never know what they’ll do with it’.
Contrastingly, the 20- to 35-year-olds that comprise Generation Y are self-conscious and living within a significantly more visual culture. They’re defined by an entirely distinct set of characteristics. Involved in family decisions from an earlier age, they are generally better negotiators. The generation gap with parents is small and they consider the generation above as friends and, perhaps as a result of both of these things; they are generally overprotected and spoiled with attention both at home and at school, often harbouring a default rebellious streak.
These are the attendees who say ‘I want great food and wine at the exhibition stands, not somewhere far away’, and ‘I don’t want the hard sell from exhibitors, but I do want my information instantly’. For Gen Y, events must be genuinely compelling and activities more than just sales tools in disguise. Out go the men in suits and in come the people who look like them.
As we can observe, the two generations have very specific ideas, philosophies and needs, based on upbringing and social context, and Amsterdam RAI claims organisers must make the distinction in order to target and market their events appropriately.
“Generation Y expects a real ‘experience’ when they visit an exhibition,” says Amsterdam RAI executive VP Maurits van der Sluis. “In addition to acquiring information, they want to be actively involved before, during and after the exhibition. Participation, co-creation and being able to improve and develop themselves are vital to Generation Y and they also want to be certain that a visit will be worth their while.”
“Generation X also has specific demands with regard to exhibition visits. They want to know what to expect in advance of their visit, and place great store in trust. They require transparent, honest information that is as personal as possible. Gen-Xers want to know exactly what they are paying for and what they will receive in return.”
The Dutch organiser believes that to prevent X-ers from being disappointed after visiting an event, it is important to show them in advance what they can expect from the show. Make clips and footage from previous shows easily accessible, in particular ensure you don’t make promises you can’t keep.
Transparency, honest information and a sense of exclusivity? Or co-creation, guided tours and knowledge exchange? The exhibition industry is rapidly developing. according to Amsterdam RAI, understanding the prism through which each generation views these terms will increase the chance they leave fulfilled.
This was first published in issue 2/2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
