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Ah, to be a Millennial again. That up-and-coming group of young professionals between the ages of 18-30.\u00a0 Marketers and the media tried to stick them with the most logical label after my generation, the dreaded \u201cX,\u201d but Gen Ys seem to prefer the \u201cM\u201d word that matches up with their coming of age around the year 2000 mark.<\/p>\n
Businesses of all kinds are trying to find out what makes this group tick, and the PCMA Education Foundation funded a report that focused on the behaviors and preferences of this generation in relation to meetings and events.\u00a0 The full report, What The Millennial Generation Prefers in their Meetings, Conventions and Events,<\/em> can be found here<\/a> but I wanted to share with you some of the more interesting findings on what young adults perceived as important in our industry.<\/p>\n VALUE<\/strong><\/p>\n When it comes to what they find valuable in meetings\/conferences, the top answer was \u201cI like education with entertainment.\u201d\u00a0 It\u2019s the buzzword of 2010: edutainment<\/strong>. This generation wants to be informed in an entertaining manner.\u00a0 Not a big surprise but what does this mean for your event?\u00a0 Don\u2019t bore your audience! Book speakers who can deliver an appealing message in an engaging manner.\u00a0 You don\u2019t have to have circus clowns or jugglers, but at least consider making a video submission mandatory for anyone you invite to speak.<\/p>\n RELEVANT<\/strong><\/p>\n Relevant is a key word here because the second-highest scoring answer involved Millennials wanting\u00a0 \u201cengaging events, activities where they know they will personally benefit.\u201d\u00a0\u00a0 They want more than just strategic high-level quips. Be sure your education offerings contain real tactical advice on how to work better, smarter and faster.<\/p>\n TECHNOLOGY<\/strong><\/p>\n On the technology front, Millennials want free Wi-Fi (who doesn\u2019t!) and they enjoy having the Internet integrated into presentations.\u00a0\u00a0 Keep that Twitter wall handy on the show floor and have your speakers consider using live response polling (like Poll Everywhere) or incorporate follow up YouTube videos in their talks.<\/p>\n FACE-TO-FACE<\/strong><\/p>\n Finally, and great news for our industry, is the study\u2019s top response from Millennials on their preferred channel of communication. No, not email. Not twitter. Face-to-face.\u00a0 People, no matter what age, still want to shake the hand and see the face of the person with whom they are are communicating.<\/p>\n