0
TECH ‘TRANSPARENCY’:
RETHINKING MILLENNIAL ENGAGEMENT
Bryan Rasch, Chief Digital Officer – GMR Marketing
“Your generation is lazy,
You don’t know what hard work means,
new “Technology” is making you soft
You are going to ruin t...
Millennials?
NO… Around 1937
“Father to 25 year old son”

@brasch #eventtechlive
And The “technology”
RUINING AMERICA?
I plowed all day…

What’s wrong with
face-to-face…

It will rot your
brain…

Revolut...
Technology has always defined generations

50’s
60’s
@brasch #eventtechlive

70’s

80’s
Then along came the
technology revolution!

PC’s!

email!

WEB!

MOBILE!

social!

All of this coincided with the rise!
of...
Starting in 1982!
MILLENNIALS WERE BORN!
!
AND THEY Came of age !
starting with the Internet BOOM!

@brasch #eventtechlive
And have been a part of !
every tech advancement since…!

1995!

2000!

@brasch #eventtechlive

2005!

2010!

2012!
What makes millennials so important?!

THEY ARE The largest generation alive today!
Born starting in 1982, came of age sta...
What makes millennials so important?!

They Impact purchase decisions of others!
Will outpace Boomer earnings by 2018 ($2....
What makes millennials so important?!

The first inherently digital generation!
Don’t know a world without the Internet or...
But for millennials!
!
It’s not about technology!

@brasch #eventtechlive
It’s how technology enables!
!
Their experiences!
Their Communication!
their Community!
Their Discovery of information!
Th...
FOR EVENT MARKETERS!
!
TECHNOLOGY Must !
transparently Add Value!
to their experiences,!
not be the experience!

@brasch #...
WHAT KIND OF EVENT
EXPERIENCES DO
MILLENNIALS WANT?

@brasch #eventtechlive
MILLENIALS WANT

“THE EXPERIENCE”
They are all about
having EXPERIENCES
that are WORTH SHARING.

Making and capturing
MEMO...
MILLENIALS WANT

“MORE OF WHAT THEY CAME FOR”
72% would rather spend their money on an experience than a thing
81% say the...
SO HOW CAN TECHNOLOGY
PLAY A ROLE IN THEIR
EVENT EXPERIENCES?

@brasch #eventtechlive
“TRANSPARENT” INTEGRATION
OF DIGITAL INTO LIVE EVENTS

Brands need to help them discover the unknown,
access the best of a...
WHAT DOES THAT LOOK LIKE?
1 SOCIALLY SHARABLE
 ≠ FORCED
2 TECHNICALLY NOVEL
 ≠ EXPECTED
3 PERSONALLY RELEVANT
 ≠ BRAND

@b...
1 SOCIALLY SHARABLE ≠ FORCED

@brasch #eventtechlive
1 SOCIALLY SHARABLE


They Are Inherently Social

>50% of all US Twitter users
75% are on Facebook
80% view digital videos...
1 SOCIALLY SHARABLE

WE MUST GIVE THEM A REASON TO SHARE
@brasch #eventtechlive
1 SOCIALLY SHARABLE

WE MUST ASK THEM TO BE PART OF THE STORY
@brasch #eventtechlive
1 SOCIALLY SHARABLE

WE MUST ASK THEM TO BE PART OF THE STORY
@brasch #eventtechlive
1 SOCIALLY SHARABLE

@brasch #eventtechlive

WE MUST HELP THEM HAVE
AMAZING EXPERIENCES
2 TECHNICALLY NOVEL ≠ EXPECTED

@brasch #eventtechlive
2 TECHNICALLY NOVEL

True Transparency is the seamless integration
of the physical and digital worlds
@brasch #eventtechli...
2 TECHNICALLY NOVEL

WE MUST ENGAGE IN NEW WAYS
@brasch #eventtechlive
2 TECHNICALLY NOVEL

WE MUST EVOLVE CONTENT ENGAGEMENT
@brasch #eventtechlive
2 TECHNICALLY NOVEL

WE MUST MAKE THE ABSRACT REAL
@brasch #eventtechlive
2 TECHNICALLY NOVEL ≠ EXPECTED

WE MUST COMBINE SIMPLE TO CREATE NOVEL
@brasch #eventtechlive
3 PERSONALLY RELEVANT ≠ BRAND

@brasch #eventtechlive
3 PERSONALLY RELEVANT



They want Personalization


55% say ‘I don’t follow trends; I like to think I
have my own persona...
3 PERSONALLY RELEVANT
80% of Millennials have Smart Phones and are never shared

GPS & BEACONS

~150 FT =

BROADER REWARDS...
3 PERSONALLY RELEVANT ≠ BRAND

AT EVENTS REWARD WITH BETTER ACCESS
@brasch #eventtechlive
3 PERSONALLY RELEVANT ≠ BRAND

AT RETAIL INTERCEPT AT THE RIGHT TIME
@brasch #eventtechlive
3 PERSONALLY RELEVANT ≠ BRAND

PERSONALIZED BETTER BRAND ENGAGEMENT
@brasch #eventtechlive
3 PERSONALLY RELEVANT ≠ BRAND

PERSONAL HOSPITALITY EVENT VALUE
@brasch #eventtechlive
REMEMBER!
TECHNOLOGY Must !
transparently Add Value!
to MILLENNIALS experiences,!
not be the experience!

@brasch #eventte...
41

QUESTIONS?
Bryan Rasch – Chief Digital Officer
GMR Marketing
@brasch
linkedin.com/in/bryanrasch

© 2013 GMR
TECH ‘TRANSPARENCY’: RETHINKING MILLENIAL ENGAGEMENT
The live event experience has become increasingly laced with technolo...
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TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT

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The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable.

For Millennials, the value of a live event is in the “transparent” integration of the live and digital experience. Take a closer look ‏at what drives Millennial behavior, and the need for marketers to adopt tech-transparency to engage them.

Bryan Rasch - Chief Digital Officer
GMR Marketing

Published in: Marketing, Technology, Business
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Transcript of "TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT"

  1. 1. TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT Bryan Rasch, Chief Digital Officer – GMR Marketing
  2. 2. “Your generation is lazy, You don’t know what hard work means, new “Technology” is making you soft You are going to ruin this country” @brasch #eventtechlive
  3. 3. Millennials? NO… Around 1937 “Father to 25 year old son” @brasch #eventtechlive
  4. 4. And The “technology” RUINING AMERICA? I plowed all day… What’s wrong with face-to-face… It will rot your brain… Revolutionized productivity of farming Changed the way we stayed connected Opened up new forms of entertainment @brasch #eventtechlive
  5. 5. Technology has always defined generations 50’s 60’s @brasch #eventtechlive 70’s 80’s
  6. 6. Then along came the technology revolution! PC’s! email! WEB! MOBILE! social! All of this coincided with the rise! of the millennial generation…! @brasch #eventtechlive
  7. 7. Starting in 1982! MILLENNIALS WERE BORN! ! AND THEY Came of age ! starting with the Internet BOOM! @brasch #eventtechlive
  8. 8. And have been a part of ! every tech advancement since…! 1995! 2000! @brasch #eventtechlive 2005! 2010! 2012!
  9. 9. What makes millennials so important?! THEY ARE The largest generation alive today! Born starting in 1982, came of age starting in 2000! 80 Million in the US1 (25% of the US POPULATION)! 75% of the workforce by 20252! @brasch #eventtechlive 1.  2.  (U.S. Census Bureau International Database 2012) (Business and Professional Women’s Foundation 2011)
  10. 10. What makes millennials so important?! They Impact purchase decisions of others! Will outpace Boomer earnings by 2018 ($2.5+ trillion spending power)1! 74% influence purchase choices of other generations2! 67% share feedback on brands after any good or bad experience! 94% use at least 1 outside source for purchase decisions,! 40% use four or more sources! @brasch #eventtechlive 1.  2.  (Harris Interactive and Deloitte study 2011) (Edelman Berland 8095 2.0 Survey 2012)
  11. 11. What makes millennials so important?! The first inherently digital generation! Don’t know a world without the Internet or smart phones! 78%+ own Smartphones and 75% already buy on their phones1! 45%+ say they do most of their browsing on their phones1! 90% check their phones before doing anything upon waking1! @brasch #eventtechlive 1.  MediaPost, Nielsen Smartphone Analytics, Nielsen State of the Media: The Cross Platform Report
  12. 12. But for millennials! ! It’s not about technology! @brasch #eventtechlive
  13. 13. It’s how technology enables! ! Their experiences! Their Communication! their Community! Their Discovery of information! Their connection to the world! Their Lives! @brasch #eventtechlive
  14. 14. FOR EVENT MARKETERS! ! TECHNOLOGY Must ! transparently Add Value! to their experiences,! not be the experience! @brasch #eventtechlive
  15. 15. WHAT KIND OF EVENT EXPERIENCES DO MILLENNIALS WANT? @brasch #eventtechlive
  16. 16. MILLENIALS WANT “THE EXPERIENCE” They are all about having EXPERIENCES that are WORTH SHARING. Making and capturing MEMORIES. Doing something UNIQUE or SEMI-EXCLUSIVE. It’s contextual, relevant, personal and WHAT MATTERS to THEM. @brasch #eventtechlive Source: CEB IconoCulture
  17. 17. MILLENIALS WANT “MORE OF WHAT THEY CAME FOR” 72% would rather spend their money on an experience than a thing 81% say they value experiences over material items 70% crave experiences that stimulate their senses
  18. 18. SO HOW CAN TECHNOLOGY PLAY A ROLE IN THEIR EVENT EXPERIENCES? @brasch #eventtechlive
  19. 19. “TRANSPARENT” INTEGRATION OF DIGITAL INTO LIVE EVENTS Brands need to help them discover the unknown, access the best of and share the unexpected @brasch #eventtechlive
  20. 20. WHAT DOES THAT LOOK LIKE? 1 SOCIALLY SHARABLE ≠ FORCED 2 TECHNICALLY NOVEL ≠ EXPECTED 3 PERSONALLY RELEVANT ≠ BRAND @brasch #eventtechlive
  21. 21. 1 SOCIALLY SHARABLE ≠ FORCED @brasch #eventtechlive
  22. 22. 1 SOCIALLY SHARABLE They Are Inherently Social >50% of all US Twitter users 75% are on Facebook 80% view digital videos And comprise 40% of all digital video views 26% have SnapChat app (vs. just 3% 30-64 y.o.) They Are Creators 79% Post Photos they have taken (vs 52% avg.) 48% Post Videos they have taken (vs 26% avg.) 43% use Instagram (vs. 18% of 30-49 y.o.) They Are Curators @brasch #eventtechlive 61% Share Photos others took (vs 42% avg.) 56% Share Videos others took (vs 36% avg.) Source: Pew Internet, Photo & Video Sharing – Oct 2013
  23. 23. 1 SOCIALLY SHARABLE WE MUST GIVE THEM A REASON TO SHARE @brasch #eventtechlive
  24. 24. 1 SOCIALLY SHARABLE WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
  25. 25. 1 SOCIALLY SHARABLE WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
  26. 26. 1 SOCIALLY SHARABLE @brasch #eventtechlive WE MUST HELP THEM HAVE AMAZING EXPERIENCES
  27. 27. 2 TECHNICALLY NOVEL ≠ EXPECTED @brasch #eventtechlive
  28. 28. 2 TECHNICALLY NOVEL True Transparency is the seamless integration of the physical and digital worlds @brasch #eventtechlive
  29. 29. 2 TECHNICALLY NOVEL WE MUST ENGAGE IN NEW WAYS @brasch #eventtechlive
  30. 30. 2 TECHNICALLY NOVEL WE MUST EVOLVE CONTENT ENGAGEMENT @brasch #eventtechlive
  31. 31. 2 TECHNICALLY NOVEL WE MUST MAKE THE ABSRACT REAL @brasch #eventtechlive
  32. 32. 2 TECHNICALLY NOVEL ≠ EXPECTED WE MUST COMBINE SIMPLE TO CREATE NOVEL @brasch #eventtechlive
  33. 33. 3 PERSONALLY RELEVANT ≠ BRAND @brasch #eventtechlive
  34. 34. 3 PERSONALLY RELEVANT They want Personalization 55% say ‘I don’t follow trends; I like to think I have my own personal style They want Access 75% say they want brands to provide opportunities for more life experiences They want Local Relevance 56% say they would share their location with a nearby company in return for a relevant coupon or promotional deal @brasch #eventtechlive Sources: Edelman Berland 8095 2.0 Survey 2012 yPulse 2013 USC Annenberg Center for Digital Future 2013
  35. 35. 3 PERSONALLY RELEVANT 80% of Millennials have Smart Phones and are never shared GPS & BEACONS ~150 FT = BROADER REWARDS @brasch #eventtechlive THIS IS ME LOCALIZED BEACONS AT RETAIL = TIGHT RELEVANCE
  36. 36. 3 PERSONALLY RELEVANT ≠ BRAND AT EVENTS REWARD WITH BETTER ACCESS @brasch #eventtechlive
  37. 37. 3 PERSONALLY RELEVANT ≠ BRAND AT RETAIL INTERCEPT AT THE RIGHT TIME @brasch #eventtechlive
  38. 38. 3 PERSONALLY RELEVANT ≠ BRAND PERSONALIZED BETTER BRAND ENGAGEMENT @brasch #eventtechlive
  39. 39. 3 PERSONALLY RELEVANT ≠ BRAND PERSONAL HOSPITALITY EVENT VALUE @brasch #eventtechlive
  40. 40. REMEMBER! TECHNOLOGY Must ! transparently Add Value! to MILLENNIALS experiences,! not be the experience! @brasch #eventtechlive
  41. 41. 41 QUESTIONS? Bryan Rasch – Chief Digital Officer GMR Marketing @brasch linkedin.com/in/bryanrasch © 2013 GMR
  42. 42. TECH ‘TRANSPARENCY’: RETHINKING MILLENIAL ENGAGEMENT The live event experience has become increasingly laced with technology –from interactive displays to mobile apps and all-things socially shareable. For Millennials, the value of a live event is in the “transparent” integration of the live and digital experience. Take a closer look ‫‏‬at what drives Millennial behavior, and the need for marketers to adopt tech-transparency to engage them.
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