Within the next five years, Millennials and Gen Z combined will represent 75% of the workforce, according to a Glassdoor analysis of Census Bureau data. Gearing an event toward this age group requires that planners take a look at every aspect, from the venue, to the programming, to the speakers and entertainment.
People will experience your marketing long before they attend your event, so don’t underestimate how important it is to target this new demographic.
These 5 strategies will help:
1. Consider rebranding
If you have an old and tired look to your website, logo, marketing collateral, and social media posts, viewers will assume that your organization or event is outdated and tired as well. The language should be conversational in tone, the design bold and creative.
Do your research to find out where your ideal demographic lives, and then establish yourself on that platform. Instagram, You Tube, Snapchat and TikTok are dominated by a younger audience, and a large percentage of younger users are daily visitors to these channels. Facebook remains the world’s biggest social media platform, expected to surpass 3.1 billion monthly active users by 2027, and has appeal across all age groups; a third of its users are between 24 and 34.
Use video and live streaming in your marketing as well, and make sure it’s fun and fresh so that viewers will want to share it with friends and colleagues. Encourage past attendees to post their feedback and comments. Make sure that everything you do is mobile-friendly, because that is where this audience will likely see it.
3. Use more emojis
A significant percentage of women (78%) use emojis, and the most frequent emoji users are in the 25-29 age range. Don’t go overboard, but it’s time to sprinkle some of them into your messaging so it’s more relatable.
4. Create an advisory group of younger people
They could be made up of full-time employees or volunteers, previous attendees or staff, but assembling a group that will share honest feedback is a smart move. It’s also a good idea to create a group for feedback on the event’s programming — or you could use the same people. If they are helping you out for free, find some small way to thank them on occasion, such as a gift card for a cup of coffee.
5. Never force it
People aren’t going to flock to your event just because you use the latest gimmicks, slang, or symbols. As you make changes to the look and tone of your marketing, remember that there’s a fine line between being effective and overdoing it.
