Which generation is planning the meeting? asked MeetingNews editor-in-chief Terri Hardin, in her leadoff presentation for the MN Webcast "Learning the Mindset of Different Generations When Marketing Your Next Meeting." It is a question not often posed when discussing the ins and outs of coordinating a multi-generational meeting, and Hardin explained that planners from each generation have a particular "blind spot."
Baby boomers embrace technology but also remember a world without it, so they tend to pay more attention to planning the physical elements of a meeting. Hardin recommended inviting a member of Generation X or Y to discuss how to maximize technology at a meeting. Conversely, Gen X and Y planners are well connected technologically but can struggle with people skills. "Sometimes they could use a little polish when it comes to etiquette," said Hardin, adding that when people spend a great deal of time in front of a computer, it's easy to be unaware of what their body language is saying.
For planners from the echo boom generation, their blind spot is that many of them view meeting and event planning as part of a job, not a career unto itself, so they could benefit from industry education. According to recent MN research, 41 percent of respondents from this age group did not see a future in meeting planning.
The echo boomers, noted panelist Phil Goodman, president and CEO of marketing research firm Genergraphics, are the first globally connected generation in human history. They are individualists, inventive, happy to rewrite the rules, celebrate diversity, and— unlike their older Gen X counterparts—group-oriented. Planners may think that younger generations are similar in their habits and interests. So,"don't try to have one shoe fit all," explained Goodman.
One element that can cut across generations is a light dusting of humor, said panelist Stephen Lowe, director of sales for Harrah's and Harveys Lake Tahoe. Lowe noted that his properties have had luck with marketing campaigns that incorporate elements that multiple generations will be familiar with, such as the Beatles.
Consider where your attendees will be getting their information about your event, added Bonnie Wallsh, chief strategist with Bonnie Wallsh Associates LLC. That said, just because your attendees are big on text messaging, it doesn't necessarily make it the best method for imparting information about a formal event—but a corporate blog or website may be ideal.
The next Webcast Report will cover more from the "Learning the Mindset" webcast, including details on how to structure an agenda that appeals to multiple generations.
Originally published Sept. 22, 2008