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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 07, 2012

What The Kids Want

OK, so they are not kids anymore — the 20-somethings that are getting more involved with associations and their meetings.  What’s #1 on the “not to do” list?  Lecture-style presentations complete with PowerPoint, according to a Spring study by PCMA (Professional Conference Management Association) Education Foundation.  Other interesting findings:

  • #1 motivation to attend meetings:  job opportunities.  Another perk:  coaching.  Appeal to these items and you have their attention.
  • Older millenials (yep, there’s such a thing) are less interested in social activities and more interested in being mentally challenged.
  • The highest scoring answer:  “I like education with entertainment.”  Another high score to note:  “I am a visual learner.”

The finding that surprised me the most:  they want structure.  Prediction:  I see associations respond with changes in meeting design and structure.  The problem:  this study uses big words such as “engaging” knowing that we all have different meanings for that.

Our next best step:  let’s stop and find out the audiences’ definition and go from there.  We can get ahead of this curve too by dumping the PowerPoint and moving to more interaction.  (Yes, even more than we’re doing now.)  Here’s the full report if you’d like to check it out.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.