Priority one, Millennials want relationships. They seek connection with their peers, with their colleagues ...and with the brands they patronize. Even before making a purchase, this generation is researching your brand – maybe even digitally engaging with it – in order to get to know you better. Trade shows are great opportunities for face-to-face, relationship-building interaction. In this vein, keep the information you present conversational in nature and strive for transparent communication. Open and honest communication is a Millennial relationship expectation.