Why Trade Show Strategies Should Include Generational Marketing
Do you remember a time when phones had cords and car windows had crank handles? Or did you grow up wondering where the phrases hang up the phone and roll down the window even came from? Although every generation has plenty in common, there are times when it seems like they speak completely different languages. This is especially true in the world of marketing.
Since customers and industry professionals of all ages populate the trade show space, generational marketing techniques are a uniquely important part of any trade show strategy. So, how do attendees differ across generations? How can your trade show strategy grab their attention and keep them engaged? Here’s everything you need to know.
How Do Attendees Differ Across Generations?
There are plenty of factors that influence marketing tactics for different generations, ranging from a generation’s typical comfort level with technology to their average attention span.
Generally speaking, Baby Boomers and Gen X prefer relationship-based marketing strategies, whereas Millennials and Gen Z are drawn to an experience-driven sales approach. As a marketing space where both face-to-face conversations and digital enhancements are essential, trade shows represent a unique opportunity for cross-generational marketing techniques.
Why Should Trade Show Strategies Appeal to All Generations?
Marketing teams tend to chase fresh ideas, new target audiences, and emerging trends. While it’s true that appealing to younger generations is a great way to expand your customer base and keep your business relevant, a more well-rounded strategy is your best bet—especially at trade shows.
Marketing teams that only focus on appealing to younger generations run the risk of alienating their current customers or failing to attract qualified leads. After all, a social media post targeting Gen Z might go viral. But it will only generate conversions if it reaches consumers who are genuinely interested in the product your brand is promoting.
Therefore, it’s essential for your booth staff and marketing departments to understand what strategies appeal to different generations. Fortunately, a high-impact, versatile trade booth design and strategy can help your team appeal to customers across generations.
How Can You Create a Multigenerational Trade Show Strategy?
While some marketing tactics are uniquely tailored to specific generations—for example, a business’s social media ads might be targeted towards Gen Z, while their promotional emails strive to resonate with Gen X—trade shows are a place where these generations converge. A diverse trade show strategy that effectively uses generational marketing should emphasize genuine human connections while utilizing cutting-edge digital activations.
Older generations tend to prioritize face-to-face conversations and brand loyalty, so a well-trained sales team and an easily recognizable expo booth design can help your company capture the attention of Baby Boomers and Gen X.
Millennials and Gen Z, on the other hand, tend to value experience-driven marketing, making cutting-edge, interactive digital experiences and follow-up techniques important. An experienced trade show partner can help your team design a unique booth and a multigenerational strategy catered to your brand’s unique offerings.
That way, your team can speak the language of any generation at their next trade show.
