by Michael C. Lowe | July 30, 2014
The Center for Exhibition Industry Research released a report on attracting and retaining young professional attendees at business-to-business exhibitions. The research examines the tactics exhibition organizers are using to make sure their events are in line with the interests of the emerging work force generation, in addition to outlining the best marketing and communications strategies to apply when reaching out to young professionals. According to the study:

• Two-thirds of surveyed executives say their organizations invest resources to attract and retain young professionals;
• Sixty-four percent of exhibition organizers do not capture information on age when an attendee registers for the exhibition, creating challenges when evaluating the outcome of marketing and programming efforts designed to target a younger demographic;
• Social media and email were ranked as the two top approaches when marketing to young professionals, while themes related to networking or education were the two top-ranked messaging tactics.

The full report, which can be found at, is available to IAEE members for free and costs $149 for nonmembers.