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NYT: Brands Pivot Strategies to Appeal to Millennials

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  We’ve said it before, and we’ll say it again – it’s tough to engage Millennials during events and meetings. But according to a recent article from The New York Times, some brands are throwing out the playbook and taking new approaches to appeal to Millennials.   “Everything you know about advertising – chuck it,” Laura Desmond, chief executive of the media agency Starcom MediaVest Group tells the Times. “It’s a completely different world and game with Millennials.”   However, just because the era of smartphones, on-demand, and expressions of 140 characters or less makes it difficult to appeal to 18- to 34-year-olds, it doesn’t mean advertisers, marketers, and event planners are giving up hope.   “Brands need to re-engineer how they reach Millennials,” Matt Britton, chief executive of MRY explains to the NYT. “Brands need to figure out how to add value to a consumer’s life. And if they do that, consumers will seek brands out.”   Corporate Game Changers   Many big-name brands put on elaborate events to appeal to Millennials. For example, Vitaminwater found significant success with the sponsored music festival #uncapped, which is now entering its fifth year. One senior brand manager indicates that the overall goal of #uncapped is to create lasting memories among attendees, rather than push products – and studies agree. A Cassandra Report found that roughly three-quarters of Millennials feel it’s important that a brand is not just trying to sell them something.      Getting Through to Millennial   1. Let them stay mobile The majority of Millennials have a smartphone in their pocket. Take advantage prior to your next corporate event and invest in a mobile interface that displays important details, such as the event schedule, location of talks and activities, and information on the surrounding area.   2. Engage them “socially” From Facebook and Twitter to Instagram and Snapchat, Millennials are all about social media. Building a social media network before, during, and after your event is a great way to get attendees talking.   3. Make it from the heart Philanthropy appeals to every generation, but it holds a special place among Millennials. Contributing part of your event to a good cause, while highlighting philanthropic initiatives in the past, can help grow your guest list.   4. Show me the data Big data is changing the event planning game. Numerous outlets show what Millennials are doing, what they’re browsing, and where their priorities lie. Pay attention to overarching themes and you can refine your next event accordingly for mass appeal.   5. Keep it personal Millennials want to interact with a personable brand, and perhaps more so, they want to be entertained. One of the strongest ways to blend the two is by having a sense of humor.   Here at Fourth Wall Events, we specialize in wrangling the coveted Millennials. Connect with us today, we’d be happy to help you out!

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