By Ellen Campbell-Kaminski, VP of Marketing
I recently attended a marketing conference and there were many great session topics, but one, in particular, caught my eye. The session write-up described a dialog between a Millennial and a Boomer, suggesting that their differences made it challenging for these two generations to connect with one another. As a Baby Boomer myself, and parent to two Millennials (and one Gen Z), I often think there isn’t a generational gap between me and my children, but rather a cosmic divide of two completely different species. One species is practical, planful, respectful, caring, and picks up after themselves and the other is…not. And if it isn’t clear which is which, I am the first species and my children are the second. However, I hazard a guess that my mother would have expressed the exact same complaint.
As a marketer, I’ve been taught to segment, target, and focus in order to build buyer personas and journey maps. And I believe in the benefit of focusing my efforts on specific segments to tailor my approach so as to ensure relevance to their needs. But as I sat in the session with the Millennial and the Boomer, I was struck by how surreal the situation felt. Here was an audience, largely comprised of Boomers and some Gen Xers, observing the Millennial as if we were on safari, observing an exotic animal in its natural habitat.
Boomer to Millennial: “What is it that you want from a brand?” Millennial: “I want an authentic experience.” As I sat in the audience, I couldn’t help but think, “Who wouldn’t want an authentic experience? Not me, I’m a Boomer. I want brands that lie to me. I want to be oversold.” There is also a wealth of research focused on how Millennials think about work, such as this 2016 Gallup study which found that 87% of Millennials say “professional development or career growth opportunities are very important to them in a job.” I may not be a millennial, but I want that as well. And I also want to make an impact, which tops the list of what millennials care about according to the Second Annual Korn Ferry Futurestep Millennial Survey.
At Exhibit Concepts, this has become somewhat of an unofficial motto around our offices. After 39 years in the trade show, commercial interior, and museum industry, we know all too well that every project and each client is unique. When it comes to unique, however, nothing is more so than the wooden crates we use to ship property across the world for our customers.
As a kid, did you ever want to walk on the moon? Maybe you still dream of going into space one day. Thanks to a donation, a lucky group of second graders at St. Albert the Great School in Kettering, Ohio step foot on the moon every time they walk into their classroom.
We believe creativity isn’t just delivering fresh, innovative ideas to clients. It goes much deeper than that, into the realm of understanding (and anticipating) their needs, interpreting the vision, and offering solutions along the way.
To truly appreciate the present (and future) one must first appreciate history. The Computer History Museum, located in Mountain View, California, with stunning views of the Santa Cruz Mountains, tells the compelling story of how computers and software have evolved. Surrounded by the headquarters of some of the largest technology companies in the world, including Google and Symantec, it’s the ideal setting to pay homage to computing’s significant impact on our society.
Are your booth staffers greeting French-speaking attendees in English at a show in Paris? Does your English marketing tagline make sense when translated into Portuguese? Are you asking for hundreds of thousands of marketing dollars, but have no way to prove your ROI because you are not evaluating your program? Many companies who exhibit at international trade shows make these COMMUNICATION MISTAKES, which fall into two main areas: Messaging and Engagement. In this 4-part series: Common Mistakes Made by International Exhibitors, we are identifying these mistakes and suggesting tactics to avoid them in the future. You can read Part One, AWARENESS, here and Part Two, PREPARATION, here.