Apr1 Laurel Highlands_Molly Foley

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Slides used by Molly Foley (Next Generation) at the Laurel Highlands April 1st, Member Marketplace.

Slides used by Molly Foley (Next Generation) at the Laurel Highlands April 1st, Member Marketplace.

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Transcript

  • 1. Attracting & Engaging the Next Generation Molly Foley, Next Generation ConsultingMonday, April 4, 2011
  • 2. GLOSSARY OF TERMSMonday, April 4, 2011
  • 3. DINKMonday, April 4, 2011
  • 4. DINK Double Income No KidsMonday, April 4, 2011
  • 5. YPMonday, April 4, 2011
  • 6. YP Young ProfessionalMonday, April 4, 2011
  • 7. EPMonday, April 4, 2011
  • 8. EP Experienced ProfessionalMonday, April 4, 2011
  • 9. SITCOMMonday, April 4, 2011
  • 10. SITCOM Single Income Two Children Oppressive MortgageMonday, April 4, 2011
  • 11. BASICMonday, April 4, 2011
  • 12. BASIC Bachelor of Arts Still in Customer ServiceMonday, April 4, 2011
  • 13. KIPPERSMonday, April 4, 2011
  • 14. KIPPERS Kids in Pockets Preventing Early RetirementMonday, April 4, 2011
  • 15. We’ll talk about... Why the next generation matters Intentional Design The Patron ExperienceMonday, April 4, 2011
  • 16. Why does the next generation matter?Monday, April 4, 2011
  • 17. Demographics...let’s think beyondMonday, April 4, 2011
  • 18. Different generations - as consumers - see “things” differentlyMonday, April 4, 2011
  • 19. Monday, April 4, 2011
  • 20. Monday, April 4, 2011
  • 21. The next generation matters because they choose differentlyMonday, April 4, 2011
  • 22. Live First, Work Second I want balance in my life.Monday, April 4, 2011
  • 23. 30 is the new 20 Adulthood has been pushed back. 60% of Millennials in their 20’s receive support from parentsMonday, April 4, 2011
  • 24. Life online is Life It’s not just for Tweens! (70% of FB users are 18-44)Monday, April 4, 2011
  • 25. I’m skeptical. More people under 40 believe they will see a UFO than receive social security. Tech-savvy.Monday, April 4, 2011
  • 26. How can a region attract this tech savvy, live first generation?Monday, April 4, 2011
  • 27. Intentional DesignMonday, April 4, 2011
  • 28. What do you want to be homesick for?Monday, April 4, 2011
  • 29. What do you want to be homesick for?Monday, April 4, 2011
  • 30. What do you want to be homesick for? My dogs.Monday, April 4, 2011
  • 31. Joey ZachMonday, April 4, 2011
  • 32. Joey ZachMonday, April 4, 2011
  • 33. Joey ZachMonday, April 4, 2011
  • 34. Build on your assets and invest in the amenities that matter to the next generationMonday, April 4, 2011
  • 35. Seven IndexesMonday, April 4, 2011
  • 36. Cost of Lifestyle Affordability of the region - LIFESTYLEplay! COST OF to live and Can I afford to live here?Monday, April 4, 2011
  • 37. Earning The quality and diversity of job and career opportunities.Monday, April 4, 2011
  • 38. Vitality Natural beauty of a region and healthy lifestyle offerings.Monday, April 4, 2011
  • 39. Learning Life-long learning opportunities & qualityMonday, April 4, 2011
  • 40. Around Town Ease of getting around town - and in and out of - town.Monday, April 4, 2011
  • 41. Social Capital Connections within the region, engagement of all people.Monday, April 4, 2011
  • 42. After Hours Things to do after work, and on weekends.Monday, April 4, 2011
  • 43. Which indexes do you think impact/correlate to tourism?Monday, April 4, 2011
  • 44. Cost of Lifestyle Earning Vitality Learning Around Town Social Capital After HoursMonday, April 4, 2011
  • 45. Cost of Lifestyle Earning Vitality Learning Around Town Social Capital After HoursMonday, April 4, 2011
  • 46. After Hours Cultural Events, Festivals, and Stroll Districts w/ coffee shops, restaurants, shopping, etc.Monday, April 4, 2011
  • 47. Around Town Accessibility to/from region and in and around region. Consider all modes of transportation - car, bus, train, bike, foot.Monday, April 4, 2011
  • 48. Vitality Natural Beauty & Outdoor Recreation - Parks, Trails, WaterMonday, April 4, 2011
  • 49. Learning Museums, Arts, Historical SitesMonday, April 4, 2011
  • 50. Cost of Lifestyle Affordability of Experience -LIFESTYLE Attractions, Food COST OF Hotels/B&Bs, Can I afford to live here?Monday, April 4, 2011
  • 51. Keeping the Indexes in mind... How can we intentionally (re)design tourist experiences that make the next generation “homesick” for more?Monday, April 4, 2011
  • 52. This question launched our research around developing new - next - audiences for arts and cultural events.Monday, April 4, 2011
  • 53. First, let’s test our assumptions about the next generation and their leisure decisions.Monday, April 4, 2011
  • 54. True or False? Next generation is time starved. They don’t have enough time to visit museums, attend art shows, go hiking, etc.Monday, April 4, 2011
  • 55. True 17.2 hours is the average amount of leisure time per week reported by the next generation.Monday, April 4, 2011
  • 56. True or False? Next generation uses the web to make “just in time” attendance and leisure decisions.Monday, April 4, 2011
  • 57. True 78% of next generation make their decisions within 2 weeks of an event or leisure activity.Monday, April 4, 2011
  • 58. Amount of Time Prior to Committing 40% 30% 20% 10% 0% Day of 2-3 days 1 week 2 weeks 1 month Students YP’s wKids Single All 20-40 Over 40Monday, April 4, 2011
  • 59. True or False? Next generation uses alternative sources for event & leisure information.Monday, April 4, 2011
  • 60. True Word of mouth & friends is the TOP marketing mode for young people followed by email list serves, websites, and traditional media, such as weekly alternative newspapers.Monday, April 4, 2011
  • 61. True or False? Next generation wants everything for free.Monday, April 4, 2011
  • 62. False Next generation will pay.Monday, April 4, 2011
  • 63. Average Price per Ticket for Arts/Culture Events $30 $23 $22 $15 $8 $0 Mid-High User Low User Students YP’s w/Kids Single Non-white All 20-40 Over 40Monday, April 4, 2011
  • 64. Highest Ticket Price for an Arts/Culture Events $130 $98 $78 $65 $33 $0 Mid-High User Low User Students YP’s w/Kids Single Non-white All 20-40 Over 40Monday, April 4, 2011
  • 65. True or False? Next generation prefers to attend different & unique destinations, activities, and programming.Monday, April 4, 2011
  • 66. True Next generation looks for activities that offer learning, connecting and/or sensing opportunities.Monday, April 4, 2011
  • 67. Learning “I want to be intellectually stimulated.”Monday, April 4, 2011
  • 68. Connecting “I attend to be social.” “I attend to support a cause, artist or organization.”Monday, April 4, 2011
  • 69. Sensing “I crave multi-sensory experiences.”Monday, April 4, 2011
  • 70. The region offers the activities and amenities the next generation wants to invest their leisure time doing!Monday, April 4, 2011
  • 71. The key is building better connections & designing an OVERALL experience that can turn young customers into young patrons.Monday, April 4, 2011
  • 72. One who buys goods or services = customerMonday, April 4, 2011
  • 73. One who supports or champions something = patronMonday, April 4, 2011
  • 74. Patrons = Promoters (a regular customer/referrals)Monday, April 4, 2011
  • 75. How can you develop patrons vs. customers?Monday, April 4, 2011
  • 76. Their experience has to be user-friendly, intentionally designed for “them”, & involve their entire experience.Monday, April 4, 2011
  • 77. The Patron ExperienceMonday, April 4, 2011
  • 78. Consists of Five Phases...Monday, April 4, 2011
  • 79. If you were going to attend an event or travel this weekend, where would you start?Monday, April 4, 2011
  • 80. Phase 1: Gathering InformationMonday, April 4, 2011
  • 81. Phase 1: Gathering Information You are who Google says you are!Monday, April 4, 2011
  • 82. Next-gen goes where friends tell them to goMonday, April 4, 2011
  • 83. Monday, April 4, 2011
  • 84. Information desired during Phase 1Monday, April 4, 2011
  • 85. Information desired during Phase 1 • Things to do in area (L, C, S) • Photos (show what they can experience - sneak peaks, video & audio clips, etc.) • Reviews (both positive & negative) • Maps • Hotel/B&B info & links • Transportation & parking options • Accessibility information • Activity times/length • Package offerings (package but BE FLEXIBLE! - “create your own package”)Monday, April 4, 2011
  • 86. Phase 1: Gathering Information The more information available online, the better Phase 1 experienceMonday, April 4, 2011
  • 87. Give them a virtual “taste” of the experience Phase 1: Gathering InformationMonday, April 4, 2011
  • 88. Phase 2: CommittingMonday, April 4, 2011
  • 89. Phase 1: Gathering Information Make it easy and make them glad they said YES!Monday, April 4, 2011
  • 90. Monday, April 4, 2011
  • 91. Online Reservations/Ticket purchasing tipsMonday, April 4, 2011
  • 92. Online Reservations/Ticket purchasing tips • Allow & expect last-minute reservations • User-friendly reservation/ticket process • Sync with Smartphones • Don’t require un’s/pw’s • Only ask for email & CC info (secure & explain fees) • Seating charts/selection - (for performances) • Coupons & Discounts - for things to do in area • If you like this event....you might like this eventMonday, April 4, 2011
  • 93. Phase 3: ArrivingMonday, April 4, 2011
  • 94. Make it special and memorable from the minute they arrive Phase 1: Gathering InformationMonday, April 4, 2011
  • 95. Consider your destination’s Social Graph, how you’re all connected to each other...Monday, April 4, 2011
  • 96. Generate a referral!Monday, April 4, 2011
  • 97. Monday, April 4, 2011
  • 98. Destination/Venue/Building tipsMonday, April 4, 2011
  • 99. Destination/Venue/Building tips • Easy directions, signage & way finding • Music outside/inside • Public art scattered throughout the region • Smoking areas not at entrances • Recycling and garbage receptacles • Be ready to give referrals when asked...”do you know a good place to eat?”Monday, April 4, 2011
  • 100. Phase 4: Destination ExperienceMonday, April 4, 2011
  • 101. Monday, April 4, 2011
  • 102. Monday, April 4, 2011
  • 103. Monday, April 4, 2011
  • 104. Monday, April 4, 2011
  • 105. Monday, April 4, 2011
  • 106. Monday, April 4, 2011
  • 107. Monday, April 4, 2011
  • 108. Destination ExperienceMonday, April 4, 2011
  • 109. Destination Experience • Multi-sensory experience - (L, C, S) • Integrate technology - i.e. audio walking tours • Artist dialogues/talk back/meet and greet • Food/Beverage Tastings • “Stroll Districts” - multiple sensesMonday, April 4, 2011
  • 110. Phase 5: Post ExperienceMonday, April 4, 2011
  • 111. Extend their experience Phase 1: Gathering InformationMonday, April 4, 2011
  • 112. Monday, April 4, 2011
  • 113. Post Event tipsMonday, April 4, 2011
  • 114. Post Event tips • “Thank you for coming!” • Extend the experience online • Ask for online feedback, hosts discussions about experiences • Ask if they will recommed...surveys focused on NPS • Connect to their Social GraphMonday, April 4, 2011
  • 115. Get “promoted” through your patron’s Social Graphs.Monday, April 4, 2011
  • 116. Net Promoter Score (NPS) Ask...“How likely is it that you would recommend or promote this destination/ event/attraction to a friend or colleague?”Monday, April 4, 2011
  • 117. NPS Calculation From Net Promoter Score website: http://www.netpromoter.com/Monday, April 4, 2011
  • 118. Generate a referral!Monday, April 4, 2011
  • 119. Generate a referral!Monday, April 4, 2011
  • 120. Time Spent in 5 Phases 20% 20% 13% 35% 13% Gather Info Commit Arrive Destination Experience Post-ExperienceMonday, April 4, 2011
  • 121. As you leave here today...Monday, April 4, 2011
  • 122. Consider what you want patrons to: Think Feel DoMonday, April 4, 2011
  • 123. Phase 1: Gathering Information Phase 2: Committing Phase 3: Arriving Phase 4: Destination Experience Phase 5: Post EventMonday, April 4, 2011
  • 124. Capitalize on your distinctiveness & expand your toolbox!Monday, April 4, 2011
  • 125. Q&AMonday, April 4, 2011
  • 126. www.nextgenerationconsulting.comMonday, April 4, 2011