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.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.
You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment? There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.
When the new Vertiv brand was unveiled to customers, it was
The old saying is true: You only get one chance to make a first impression. These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.