Meeting News - February 16, 2009 - (Page 4)

Inside the Meetings Industry Edited by William Ng william.ng@nielsen.com CEIR Research Says Younger Attendee Generations Need More Stimulus The first results of a research project by the Center for Exhibition Industry Research (CEIR) addressing the future of exhibitions and trade shows were presented at the annual summit of the Health Care Exhibitors Association in Boston, and they indicated that organizers and exhibitors may not yet be reaching younger attendees effectively. “The Power of Exhibitions in the 21st Century” examined trade shows in 11 industries—including health care, construction, manufacturing, government, and technology—and investigated how younger generations value in-person business events and whether they meet their needs and expectations. Results from the health care sector were the first to be published, and the annual meeting of the American Association of Critical Care Nurses was CEIR’s research subject; Dallas-based CEIR surveyed hundreds of attendees under age 40 at AACCN’s May 2008 annual meeting in Chicago. Randy Bauler, AACCN’s corporate relations and exhibits director, in a presentation to 240-plus show organizers, marketers, and planners at the HCEA summit, concluded, “Our educational program and schedule of activities reflected an older point of view, mainly because we did not have anyone under age 40” on [our] committees that create educational sessions and build the convention schedule. “We have lots of experience on the committees that we obviously value, but we need younger members to offer perspectives in terms of preferences in content delivery and exhibitfloor scheduling. This was an ‘aha’ moment for us.” In particular, younger attendees desire more ability to plan their exhibitor interactions before the start of the event in order to maximize their time on a large show floor.“They did say they really enjoy face-to-face interaction, being invited into booths to converse, and that they learn a tremendous amount from it,” Bauler told HCEA attendees. “On the other hand, respondents did not like that the lines at some booths were three or four people long; that’s where the use of scheduled appointments would make them more efficient in talking to experts in the exhibit booths and getting quality information.” What’s more, these younger participants cited their preference for interactive components within exhibits,“where they are personally engaged with the product or can control the product demonstration,” Bauler added. “It’s much more effective than using brochures. In fact, I have personally seen [this preference] among physicians of all ages at events, and I think all of our nurse attendees want more hands-on experiences too.” Throughout 2009, CEIR will roll out the remaining installments of “The Power of Exhibitions in the 21st Century.” The entire 11-industry report will be unveiled at the International Association of Exhibitions and Events’ annual meeting, Dec. 8-10 in Atlanta. Meanwhile, CEIR also has released “The Effect of Economic Recessions on Exhibitions,” a research report on trade show attendee and exhibitor habits during recession periods. And, it has revised and supplemented two past reports, “How Should Exhibitors React to a Recession?” and “The Effect of Economic Recessions on Trade Shows,” with historical data from 1968 through 2007 for comparative analyses with the present retrenchment. H www.meetingnews.com Our program “and activities reflected an older point of view. We need younger members to offer perspectives in content and scheduling. —Randy Bauler, exhibits director, American Assn. of Critical Care Nurses ” An MPI Chapter Devises Its Own Bailout Plan for Constituents A chapter of Meeting Professionals International covering Westchester County, NY, and Fairfield County, CT, has rolled out a multipronged financial-assistance program for members. Under MPI WestField Chapter’s MPIWC Bailout Plan, items eligible to be subsidized include MPI membership renewals, MPIWC meeting/ event attendance fees, MPI World Education Conference attendance fees, as well as other industryrelated educational opportunities, Certified Meeting Professional/ Certificate in Meeting Management application and participation costs, business coaching services, and job recruiter/professional resume services. “With so many in our region either losing their jobs or losing their employer’s financial support for MPI membership and attendance, our leadership felt it was necessary to reach into our pockets and give back to members,” said Rick Weaver, MPIWC president. “Association membership can be an enormously valuable tool in times like these.” The WestField Chapter was named MPI’s 2007 chapter of the year in the under-250-member category. For more on the bailout plan, visit www.mpiwc.org. Planners can apply for the bailout via an online application. Pencils Up: CIC’s 2010 CMP Exam Dates The Convention Industry Council has set dates for the 2010 Certified Meeting Professional winter and summer examinations. The winter exam will be held in Dallas on Jan. 9, 2010—in conjunction with the Professional Convention Management 4 MeetingNews February 16, 2009 Association’s annual meeting. The 2010 summer exam will take place on July 24 in Vancouver, during Meeting Professionals International’s World Education Conference. —Section by Robert Carey http://www.mpiwc.org http://www.meetingnews.com

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