Today, millennials have unlimited choices when it comes to what they purchase. Brands can struggle to grab the attention of this highly influential band of consumers. When it comes to events brands will need to think outside the box in order to establish customer loyalty. Your event needs to abandon the ‘one size fits all’ approach and connect with millennials on a personal level.
Deliver Emotional Impact
Studies have shown that millennials are more motivated by experiences, rather than physical freebies. This has led to the increase in experiential events and marketing campaigns. Millennials prefer to feel as though they are part of something that has purpose, actively connecting with brands and events that give them something to believe in.
Brands that openly share their values will drive deeper emotional connections with millennial consumers. The ability to express themselves through your event brand will gain and maintain their loyalty.
Also, a sustainable event is a good start – millennials are big believers in going green and support industries that are environmentally-friendly. Using an event app allows you to go paperless with your event, saving money costs as well as the environment.
Social Testimony
Millennials tend to seek advice from people that have tried and tested a service. By consulting reviews online, through social media or event apps, millennials can make their own decision as to whether they want to attend your event. With the new word-of-mouth marketing, social media is the generator of customer engagement, reactions and recommendations.
To create year-round loyalty, keep your event’s social media up to date. Post highlight videos and pictures, shareable content always goes down well with millennials. As well as this, an event app allows you to create a hub for attendees. Post alerts with recent news and use the Activity Feed as an internal “social media” platform.
Events that increase their social media presence are more likely to gain organic interest from millennials, motivating other potential customers to follow suit.
Engage with Millennials
The way we interact with brands is no longer one-way; events must adopt a strategy that incorporates a personalised communication with their attendees. Use social media as an interaction tool as opposed to a commercial marketing scheme. Convey authenticity and this will positively boost your event among millennial consumers.
Engage attendees year-round with an event app game. Update your game every month and award points for correct answers. At the end of the year award the top three attendees with a great prize, ideally something experience based!
Ensure that customers can rate your products or services on your social pages and provide personal feedback acknowledging people’s reviews (both the positive and negative).
Overall…
Millennials can be a difficult generation to please and competing for their attention is only the first step in securing their loyalty. It has never been more important to stand out among similar brands and build relationships with your millennial consumers. Work on earning their trust and respect and they will repay you in loyalty.
