|DALLAS, 7 May, 2013 – Today, the Center for Exhibition Industry Research (CEIR) issued a report from The Role and Value of Face-to-Face Interaction Study Series titled Generational Differences in Face-to-Face Interaction Preferences and Activities.Generational research is a hot topic in light of the forthcoming, massive generational shift in the workforce. In 2015, it is expected that Millennials will overtake Boomers as the larger portion of the workforce. As Boomers begin exiting to retirement, Millennials will share ranks with Traditionalists, Boomers and Gen Xers.
This report offers an in-depth look at shared and unique preferences and behaviors relating to face-to-face marketing, which can help organizers meet the face-to-face marketing preferences and needs of each generation.
CEIR Research Director Nancy Drapeau, PRC, said, “The good news is that face-to-face interactions at exhibitions are highly valued by professionals of all generations, including younger professionals. The fear that the relevance of this medium will wane with younger professionals is not evidenced in this study; however, there are differences organizers and marketers need to understand.”
Key findings of note:
The Role and Value of Face-to-Face Interaction study series examines the long-term value of face-to-face marketing and exhibitions in particular in light of major economic fluctuations and the influx of technology and alternative marketing tactics, including digital media. More than 9,000 attendees and 800 exhibitors participated in this initiative. The study was made possible by a grant from Center for Exhibition Industry Research Foundation.
|IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.