Millennials are the largest group in the workforce today, and research has shown that this group is very interested in experiencing live events. In fact, since 1987, consumer spending on live experiences and events has increased 70 percent compared to total U.S. consumer spending. So, if Millennials aren’t showing up to your event, it’s because they saw what you were offering, and they swiped left.
The drive to attend events is there, but that doesn’t guarantee attendance. Here are seven tips you can use to attract Millennials to your events.
Create an Experience
Much of what is written about Millennials attributes them with an almost preternatural ability to sense inauthenticity.
While that’s somewhat exaggerated, it’s correct to say that Millennials are more interested in attending an event that creates an experience as opposed to one that’s just interested in selling a product or service. Even more on point: Millennials get bored of seeing the same old thing again and again and again and again and again and again and again and again.
If you want Millennials at your event, you need to provide new experiences that actively appeal to them.
Social networking has been an active part of a Millennial’s entire life. Embrace this fact and use it to your advantage.
Your event website needs to be optimized for mobile devices, including social media (also, there’s no need to limit yourself to just Facebook and Twitter, search for other channels that may have a suitable audience for your event). Even better: Use an event app that enables attendees to check the schedule, read speaker profiles, and connect with others.
Then, encourage social activity throughout the event. Create a hashtag for the event and have those tweets displayed on projection screens throughout the meeting.
If the event was a success, the social aspect won’t end when the event does. Millennials will continue talking about the event online and offline. And you should too. Keep your social account active by posting thank you messages and future promotions.
Add Peer-to-Peer Elements
Interaction is important, so provide opportunities for peer-to-peer networking. Be sure to include those opportunities in your event promotion.
Provide interesting and engaging educational programs. During the event, have live polling that encourages activity and creates a strong group experience. Take every step you can to make each attendee feel involved.
One idea to create interactivity is to break one previously large session into several small-group meetings that allow attendees to workshop issues at the conference.
Consider the Destination
Millennials are less likely to attend your event if there is nothing to do around the location. Consider a destination city where public transportation makes it easy to get around and there are a lot of attractive activities nearby.
Include Technology, but Make it the Right Technology
Remember, Millennials have been seeped in technology their whole life. They’re not going to be impressed by razzle-dazzle that’s all flash but no substance.
Instead of just thoughtlessly throwing the latest VR headset out as your centerpiece, choose tech that will deliver an insightful experience for your attendees.
A brilliantly creative event and/or exhibit will appeal to all attendees – especially Millennials. How can you make your event unique? Or what changes can you incorporate to make your presentations seem more innovative?
Allow for a Last Minute Sign-Up
Who doesn’t like a bargain? If you have open slots available, why not offer a “late-bird” discount.
A slight rate cut might be just what it takes to get a price-conscious Millennial to your event.
Millennials interest in live events will continue to be a driving force. If you need some groundbreaking tips for attracting this group – or any group – to your next event, give The Trade Group a call at 800-343-2005.