I think this is a question plaguing many companies today – Bridging the Gap: How do you transition from a “traditional meeting and conference-planning style” to reaching a generation that wants to be informed, but over a computer or smart phone and in an entertaining/gaming sort of way? The Millennial generation communicates through computers, cell phones and games, which is different from even the Gen X’rs who are only one generation away and still benefit from the more traditional meeting and conference style.
Who are these Millennial/Gen Y’rs? They are born in the 1980s and are now between the ages of 20 and 30. They have grown up wired, and consider themselves to be self-expressive, confident and are always looking for new ideas and ways of living.
So how do us Gen X’rs “Bridge this Gap” and ensure Millennial/GenY’rs will want to come and benefit from our conferences? I have done some research, and the best post I have seen on this comes from a 2010 Pew Research Center report on Millennials.
They list seven insights to keep in mind:
- Millennials like virtual bling – Provide virtual conference badges and buttons that include HTML code linking to the conference website. Include taglines such as “I’m attending, are you?” and encourage all attendees to post them on their homepage, Facebook walls, blogs and Linked-in.
- Causes help create an emotional connection – Add a social cause program to your conference schedule.
- Make your conference content relevant and new – Leave some session slots open for hot, new, forward-thinking content – designed 30 days before the event.
- Hands on is high value – Secure facilitators for breakout sessions that use structured small-group discussion, activities and hands-on interactive strategies to increase Gen Y’rs participation and learning.
- Nomadic 24/7 communication styles rule – Invest in a text messaging marketing solution with an opt-in feature that allows you to send relevant text messages to their mobile devices. Keep messages short, succinct and fun. On site, schedule and send text reminders about special events, receptions and parties.
- Social media is the new inbox – Set up social media conference sites on Facebook, Flickr and You Tube, where Millennials can post comments, photos and videos. Encourage them to post frequently and tag their post. Have them Yelp photos and reviews of conference meals and city restaurants.
- IT’S ALL ABOUT THEM – This is the Trophy Generation – they have grown up with an array of options and free choices, and want the ability to customize and personalize. They expect free Wi-Fi in the conference venue. You could almost say they believe it’s their birthright. They also want to feel as if the conference and exhibit hall belong to them just as much as to the Boomers.
TIP: Set up lounge areas with recharging stations in the exhibit hall and pre-function areas. This lets Gen Y’rs know that you’re catering to their expectations. These areas are also great sponsorship opportunities.
I feel these seven tips could act as a checklist for meeting and event planners to ensure they are catering not only to the traditional market, but with a few “new” approaches to their meetings capture more of the Millennial market.
