Ranging from the ages of 18-33 years old, this generation holds over $100 billion in buying power in the U.S. alone. This is great news for event creators because these individuals tend to seek out events and are typically positive and engaged fans. Although this open-minded and interactive group will be the first to share a love story about your event in under 140 characters, they will also be first in line to keep you on your toes, especially if you’re not giving much back.
Here’s The Scoop
Before you get too anxious about impressing this crowd, here are some things you should know about these energetic buyers:
- They are less concerned with possessions and toys, and more focused on valuable and meaningful experiences.
- They are a highly educated generation.
- They’ve had access to the Internet and advanced technology for the majority of their lifetime.
- They will shape the economy for years to come.
Play Nice
So, now it’s time to play nice and make friends with these folks. Here are three tips to making Millennials your VIP guests and new best buddies:
- They LOVE supporting a good cause. They understand their buying power and view their choices as making a difference in the world. Respond to this by supporting a worthy cause or partnering with a charity. Example: Become environmentally conscious by using digital and mobile-enabled ticket sales.
- This is a thrifty bunch that pays close attention to what exactly it is they are purchasing. Provide discount rates, promo codes, and if you want to get creative, try adding a less-expensive virtual component.
- This is not a passive audience, so put them in the driver’s seat by making your event share-friendly.
Get Them Talking
Here are a few ways to ensure Millennials will tweet, post, and comment about your amazing event:
- Create a meaningful and easy-to-pronounce hashtag that is unique to your event.
- Make sure your venue has access to Wifi.
- Don’t rely on attendees to cut and paste; make sharing easy with a “one-click” option.
- Most often, people share from their phones – make sure your content is easy to view and pass along on small screens.
- Find a way to make your content connect on a deeper level. Emotional content spreads because it moves people.
Bring Out Your A-Game
Most importantly, Millennials expect outstanding customer service and attention. Again, they don’t just like being taken care of; they expect it. The days of waiting on hold for three hours for a wireless internet customer service representative are gone. So, be your courteous and helpful self, and see to it that they (as well as the rest of your attendees) receive all-star service. This doesn’t necessarily mean that you need a 24-hour phone line. This amazing service could mean that you respond in a timely manner to a negative review from a crabby guest and go above and beyond to listen to his or her complaint (even if it is unwarranted). Your A+ service could consist of standing at the entrance of your event and greeting guests with a friendly smile.Birds of a Feather…
One of the cheapest and most effective ways to stand out and befriend Millennials is to listen. Listen to their Facebook messages, listen to their questions when they walk through your door, listen to their complaints, and ask for their feedback. Not only will you learn more about the positive aspects of your event that you should be advertising, but you will establish yourself as a trustworthy and open-minded individual. This is a bonus for your event because people like being around those that share similar beliefs and values. That silly saying your mother taught you in grade school, “Birds of a feather flock together” may not be so silly after all.
