How Gen Y are changing the way we promote our events

How Gen Y are changing the way we promote our events

Gen Y audiences, we also know them as millennials, cohort ages between 18 and 34. With the constant growth of technology and innovation we are rapidly changing the ways we access information, the way we consume goods and services and even the way we work.

As a millennial myself, I am very aware that we have grown up in a huge economic crisis this eing globally. Whilst also in a time where technology has advanced immensely, this impacting the way we see the work compared to other Gens. When looking at other generation groups such as Gen X, we are much less about the physical, material items and are much more compelled to find unique, innovative experiences.

According to Eventbrite (2018) Millennials spend an amazing “£419,556,233 each month on attending live events. Thus proving that experience is so much more and frankly they have the money to spend.

The younger members that fall under Generation Y have never known a world without Wi-Fi or internet. We have always had access to and this is a normal part of our everyday lives.

So with this all in mind, what is the best way to market to Generation Y? How do with cost effectively appeal to a generation that are constantly evolving and challenging the way things are done?

Let’s not ignore social media for a start! For a long time business have been putting off the use of marketing through social media but there is no longer room in this industry to do so. With social media being a key leader in the marketing of events we need to do it more cleverly then we have done so before. Facebook and twitter are our social media leaders however the likes of Instagram and snapchat are not far behind!

‘Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever’ (Garton, 2017)

After my own experience and reading up on marketing to this generation there are three main guides to follow when promoting events to the Gen Y Audiences:

Hear them 

We use social media, not because we are absorbing brand messages, but we share our event experiences through pictures and words with friends, both good and bad experiences. This being said, if event organisers are only using social media as a place to promote events. Millennial audiences tend not to listen. To get round this, as organisers we need to engage with them on the platforms the are using, we need to speak on a level that they understand, showing them value but also antagonising them with exclusive, well thought through and targeted offers.

Partnership

Millennials are not just stand back watches, we like to be involved and feel like a part of the product. We want to feel immersive involved with the experiences, such as we are a big part of what makes the events. As event organisers we need to shape experiences based on individuality and create their own individual experience by getting them involved. We want to hear there feedback, what they are into anything else that would allow your audience to have a strong and powerful involvement with the end result (Eventbrite 2017).

It is about them

Millennial's are all about the latest trends, and how they come across is a huge millennial factor. Personal branding is a powerful thing along with the online reputation presented. More and more online connection is something the gen Y pry on, with most online conversations being made publicly on social media now.

It is for event organisers to make sure that whichever digital platform is being used to market their events they are providing opportunity for their audiences too look good on these. This could be through photo ops at the event or exciting giver away. Whatever it may be we need to be constantly finding ways of encouraging their Gen-Y attendees to share their experiences this way.

Millennial's are definitely a challenging audience, and an audience that are constantly pushing event planners and organisers to outdo them self, but there an audience worth doing so as are a he consumer of our industry.