Planners need to rethink every aspect of an event—marketing, hotel and destination selection, room setup, catering, wellness, gifts, and more—with younger attendees in mind. A candid conversation with one of the top minds in event design provides the next generation of attendees with plenty of experience ideas they won’t soon forget.
focus
Audience Marketing:
- Focus on personalization and authenticity with your email marketing.
- Leverage social media platforms like TikTok and Instagram.
- Hire a social media expert in the early stages of event planning.
- Personal videos get higher engagement than static posts.
Venue and location:
- Younger generations prefer boutique hotels or hotels with a unique, vibrant atmosphere (such as Moxie) to traditional luxury hotels.
- Consider secondary cities and authentic local experiences.
Event design:
- Move away from the standard hotel ballroom and embrace a non-traditional (or even outdoor) setting.
- Offer unique seating arrangements and settings (e.g., bohemian pillows, non-traditional settings).
Food and drink:
- Mocktails and non-alcoholic drinks are popular among health-conscious attendees.
- Focus on small portions and immersive food experiences (e.g. DIY food stations).
Gift giving:
- Replace generic brands with locally sourced gifts.
healthy:
- Wellness services should be diverse (e.g., yoga, mindfulness) and also address physical and emotional well-being.
Episode summary
In this episode of the Skift Meetings Podcast, host Barbara Scoffidio interviews Edward Perotti of Edward Perotti Events and Experiences about how to engage the younger generation in events.
Perotti discusses the importance of targeted and personalized email marketing campaigns, creative use of video, and social media engagement on platforms like TikTok and Instagram.
He recommends choosing venues and meeting spaces that will surprise and engage the next generation of attendees, and emphasizes the importance of personalization, from event set-up to catering. Consider offering small portions, immersive food experiences and incorporating trends like non-alcoholic mocktails to cater to health-conscious attendees.
Another key point is the need for authenticity when giving gifts. Perotti promotes thoughtful, locally sourced gifts and gestures that satisfy the younger generation’s desire for meaningful, authentic experiences.
The episode concludes with a discussion of health, which Perotti believes is an important part of modern events. He encourages planners to provide a variety of wellness options for the mind and body.
