Weekly Insights: Millennials Say “Show Me the ROI”

Graphic: Digital Juice

Graphic: Digital Juice

It’s no secret that Millennials, or GenY, now make up a major part of today’s workforce. Yet that doesn’t seem to hold true when you look at the population of many trade shows. Why is that? One reason might be the fact that they don’t see the value in exhibiting, according to this article on the Center for Exhibition Industry Research (CEIR) blog.

One way to increase the number of GenYs participating in trade shows is to demonstrate the value of face-to-face and engaging with many highly-qualified prospects in a short amount of time. For more details on what Millennials want, check out CEIR’s 2015 Young Professional Exhibitor Needs and Preferences Study.

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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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