Millennials and Z combined will account for 75% of the workforce over the next five years, according to a glass door analysis from the Census Bureau data. Activity to events at this age group requires planners to view everything from venue to programming to speakers and entertainment.
People will experience your marketing long before attending your event, so don’t underestimate the importance of targeting this new population.
These 5 strategies will help:
1. Consider rebranding
If you are tired of the look of your website, logo, marketing collateral, and social media posts, viewers will assume that your organization or event is also outdated and tired. The language should be dialogue in tone, with bold and creative designs.
Do research to find out where your ideal population is and then build yourself on that platform. Instagram, YouTube, Snapchat, and Tiktok are dominated by younger audiences, with a large percentage of young users being daily visitors to these channels. Facebook remains the world’s largest social media platform, with over 3.1 billion active users by 2027 and is engaging among people of all ages. One third of its users are between 24 and 34.
You can also use video and live streaming in your marketing and make sure it is fun and fresh so that viewers want to share with friends and colleagues. Past attendees are encouraged to post feedback and comments. Make sure everything you do is mobile-friendly because that’s where viewers may see it.
3. Use more emojis
A large number of women (78%) use emojis, with the most common emoji users between the ages of 25 and 29. Don’t overdo it, but it’s time to sprinkle some of it in your messaging, which is even more relevant.
4. Establish a consulting group for young people
They can be made up of full-time employees or volunteers, former attendees or employees, but it is a smart move to form a team that can share honest feedback. It’s also a good idea to create a group so that you can give feedback on the programming of your activity – or you can use the same person. If they help you for free, find some small ways to thank them occasionally, such as gift cards for a cup of coffee.
5. Don’t force it
People won’t flock to your activities because you use the latest heads, words or symbols. When you change the look and tone of marketing, remember that there is a good line between effectiveness and over-effect.
