Generation Z, or Gen Z, is identified as one of the most significant emerging markets. Therefore, it is crucial to plan upcoming trade shows in a way that warmly welcomes them into an environment that reflects their values and priorities.
Lay a Good Foundation: Understanding Gen Z Preferences
This demographic is unique, and to host a successful trade show, it’s important to examine their distinct values and preferences. Incorporating Gen Z preferences at a trade show will help to keep them engaged and create a positive impression of your company and products.
1. Digital Integration and Virtual Elements
Gen Z is also known as “digital natives” because they grew up with the internet. They expect and thrive on digital experiences. At trade shows, attendees are drawn to digital and virtual elements that are both entertaining and informative, rather than simply listening to a person on a stage or reading a pamphlet. Popular options include QR codes and augmented reality (AR) experiences.
2. Interactive Exhibits
The most successful trade shows targeting Gen Z always incorporate engaging interactive exhibits. From hanging trade show signs that can direct attendees to their chosen location to an AR scavenger hunt, Gen Z is captivated by these innovations.
3. Sustainability and Social Responsibility
Sustainability and social responsibility are two of Gen Z’s most important values. A trade show that promotes environmental friendliness, equality, and inclusion in its initiatives is well-positioned to maintain the continued loyalty of this demographic.
4. Personalized Experiences
Gen Z may be known for their passion for social equity and inclusion, but they also prioritize establishing a personal connection with a brand they endorse. Providing Gen Z attendees with customizable trade show experiences based on their unique interests demonstrates to this demographic that a company values their need for individual recognition.
5. Influencer Collaborations
As digital natives, Gen Z is greatly influenced by online content. Influencer collaboration is a potent marketing tool for conveying information to Gen Z, maintaining their engagement with brands, and, most importantly, enhancing the appeal of a trade show during its advertising campaign.
6. Tech-Focused Networking
The appropriate tools enable attendees to explore products, connect with others, and obtain useful contact information. Gen Z participants appreciate seamless interaction with technology-driven networking tools and prefer fast and informal ways to exchange information. Popular options for communication include text or chat apps, email, and voice notes.
7. Data-Driven Event Optimization
Knowing is essential for optimizing trade show elements to maximize Gen Z engagement. Using the appropriate analytics tools, you can collect data on what is effective and what is not. In this way, positive aspects can be amplified and reiterated to improve Gen Z engagement.
8. Measuring Gen Z Engagement
It is also essential that any campaign oriented towards Gen Z defines the success metrics that will be used to gauge the effectiveness of trade show adaptations for this demographic. Working with the most relevant metrics will create a feedback loop that reveals more about which trade show elements Gen Z responds to most enthusiastically.
The author, Conner Bartholomew is the CEO of Trade Show Display Depot.