Attracting & Engaging the Next Generation                        Molly Foley, Next Generation ConsultingMonday, April 4, 2...
GLOSSARY OF TERMSMonday, April 4, 2011
DINKMonday, April 4, 2011
DINK                 Double Income No KidsMonday, April 4, 2011
YPMonday, April 4, 2011
YP                 Young ProfessionalMonday, April 4, 2011
EPMonday, April 4, 2011
EP                 Experienced ProfessionalMonday, April 4, 2011
SITCOMMonday, April 4, 2011
SITCOM                 Single Income Two Children                 Oppressive MortgageMonday, April 4, 2011
BASICMonday, April 4, 2011
BASIC                 Bachelor of Arts                 Still in Customer ServiceMonday, April 4, 2011
KIPPERSMonday, April 4, 2011
KIPPERS                 Kids in Pockets Preventing                 Early RetirementMonday, April 4, 2011
We’ll talk about...                        Why the next generation matters                        Intentional Design      ...
Why does the next generation                        matter?Monday, April 4, 2011
Demographics...let’s think                        beyondMonday, April 4, 2011
Different generations - as                        consumers - see “things”                        differentlyMonday, April...
Monday, April 4, 2011
Monday, April 4, 2011
The next generation matters                        because they choose differentlyMonday, April 4, 2011
Live First, Work Second          I want balance in my life.Monday, April 4, 2011
30 is the new 20          Adulthood has been pushed back.          60% of Millennials in their 20’s receive support from p...
Life online is Life                        It’s not just for Tweens!                        (70% of FB users are 18-44)Mon...
I’m skeptical.          More people under 40 believe they will see          a UFO than receive social security.           ...
How can a region attract                        this tech savvy, live first                        generation?Monday, Apri...
Intentional DesignMonday, April 4, 2011
What do you want to be homesick for?Monday, April 4, 2011
What do you want to be homesick for?Monday, April 4, 2011
What do you want to be homesick for?                        My dogs.Monday, April 4, 2011
Joey   ZachMonday, April 4, 2011
Joey   ZachMonday, April 4, 2011
Joey   ZachMonday, April 4, 2011
Build on your assets and                 invest in the amenities that                 matter to the next generationMonday,...
Seven IndexesMonday, April 4, 2011
Cost of Lifestyle          Affordability of the region - LIFESTYLEplay!                           COST OF to live and     ...
Earning          The quality and diversity of job and career opportunities.Monday, April 4, 2011
Vitality        Natural beauty of a region and healthy lifestyle offerings.Monday, April 4, 2011
Learning          Life-long learning opportunities & qualityMonday, April 4, 2011
Around Town          Ease of getting around town - and in and out of - town.Monday, April 4, 2011
Social Capital          Connections within the region, engagement of all people.Monday, April 4, 2011
After Hours          Things to do after work, and on weekends.Monday, April 4, 2011
Which indexes do you think                 impact/correlate to tourism?Monday, April 4, 2011
Cost of Lifestyle                        Earning                        Vitality                        Learning          ...
Cost of Lifestyle                        Earning                        Vitality                        Learning          ...
After Hours          Cultural Events, Festivals, and Stroll Districts w/ coffee          shops, restaurants, shopping, etc...
Around Town          Accessibility to/from region and in and around region.          Consider all modes of transportation ...
Vitality        Natural Beauty & Outdoor Recreation - Parks, Trails, WaterMonday, April 4, 2011
Learning          Museums, Arts, Historical SitesMonday, April 4, 2011
Cost of Lifestyle          Affordability of Experience -LIFESTYLE Attractions, Food                           COST OF Hote...
Keeping the Indexes in mind...                        How can we intentionally                        (re)design tourist e...
This question launched our research                 around developing new - next - audiences                 for arts and ...
First, let’s test our assumptions                        about the next generation and                        their leisur...
True or False?                        Next generation is time starved.                        They don’t have enough time ...
True                        17.2 hours is the average amount of                        leisure time per week reported by t...
True or False?                        Next generation uses the web to make                        “just in time” attendanc...
True                        78% of next generation make their                        decisions within 2 weeks of an event ...
Amount of Time Prior to Committing       40%       30%       20%       10%         0%          Day of                 2-3 ...
True or False?                        Next generation uses alternative sources                        for event & leisure ...
True                        Word of mouth & friends is the TOP                        marketing mode for young people foll...
True or False?                        Next generation wants everything for free.Monday, April 4, 2011
False                        Next generation will pay.Monday, April 4, 2011
Average Price per Ticket for Arts/Culture Events         $30         $23                                                  ...
Highest Ticket Price for an Arts/Culture Events       $130         $98                                                    ...
True or False?                        Next generation prefers to attend                        different & unique destinat...
True                        Next generation looks for activities that                        offer learning, connecting an...
Learning          “I want to be intellectually stimulated.”Monday, April 4, 2011
Connecting              “I attend to be social.”              “I attend to support a cause, artist or organization.”Monday...
Sensing            “I crave multi-sensory experiences.”Monday, April 4, 2011
The region offers the activities                        and amenities the next                        generation wants to ...
The key is building better                        connections & designing an                        OVERALL experience tha...
One who buys goods or                        services = customerMonday, April 4, 2011
One who supports or champions                        something = patronMonday, April 4, 2011
Patrons = Promoters                        (a regular customer/referrals)Monday, April 4, 2011
How can you develop patrons                        vs. customers?Monday, April 4, 2011
Their experience has to be user-friendly,             intentionally designed for “them”, &             involve their entir...
The Patron ExperienceMonday, April 4, 2011
Consists of Five Phases...Monday, April 4, 2011
If you were going to attend an event or                 travel this weekend, where would you                 start?Monday,...
Phase 1: Gathering InformationMonday, April 4, 2011
Phase 1: Gathering Information                        You are who Google says you are!Monday, April 4, 2011
Next-gen goes where friends tell them to goMonday, April 4, 2011
Monday, April 4, 2011
Information desired during Phase 1Monday, April 4, 2011
Information desired during Phase 1                   • Things to do in area (L, C, S)                   • Photos (show wha...
Phase 1: Gathering Information                        The more information available online,                        the be...
Give them a virtual “taste” of the experience                        Phase 1: Gathering InformationMonday, April 4, 2011
Phase 2: CommittingMonday, April 4, 2011
Phase 1: Gathering Information                        Make it easy and make them glad they                        said YES...
Monday, April 4, 2011
Online Reservations/Ticket purchasing tipsMonday, April 4, 2011
Online Reservations/Ticket purchasing tips                        •   Allow & expect last-minute reservations             ...
Phase 3: ArrivingMonday, April 4, 2011
Make it special and memorable from                        the minute they arrive                        Phase 1: Gathering...
Consider your destination’s                        Social Graph, how you’re all                        connected to each o...
Generate a referral!Monday, April 4, 2011
Monday, April 4, 2011
Destination/Venue/Building tipsMonday, April 4, 2011
Destination/Venue/Building tips                       • Easy directions, signage & way                         finding    ...
Phase 4: Destination ExperienceMonday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Monday, April 4, 2011
Destination ExperienceMonday, April 4, 2011
Destination Experience                       • Multi-sensory experience - (L, C, S)                       • Integrate tech...
Phase 5: Post ExperienceMonday, April 4, 2011
Extend their experience                        Phase 1: Gathering InformationMonday, April 4, 2011
Monday, April 4, 2011
Post Event tipsMonday, April 4, 2011
Post Event tips                        • “Thank you for coming!”                        • Extend the experience online    ...
Get “promoted” through your                        patron’s Social Graphs.Monday, April 4, 2011
Net Promoter Score (NPS)                        Ask...“How likely is it that you would                        recommend or...
NPS Calculation                   From Net Promoter Score website: http://www.netpromoter.com/Monday, April 4, 2011
Generate a referral!Monday, April 4, 2011
Generate a referral!Monday, April 4, 2011
Time Spent in 5 Phases                                        20%               20%                                       ...
As you leave here today...Monday, April 4, 2011
Consider what you want patrons to:                        Think   Feel        DoMonday, April 4, 2011
Phase 1: Gathering Information                        Phase 2: Committing                        Phase 3: Arriving        ...
Capitalize on your distinctiveness & expand                        your toolbox!Monday, April 4, 2011
Q&AMonday, April 4, 2011
www.nextgenerationconsulting.comMonday, April 4, 2011
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Apr1 Laurel Highlands_Molly Foley

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Apr1 Laurel Highlands_Molly Foley

  1. 1. Attracting & Engaging the Next Generation Molly Foley, Next Generation ConsultingMonday, April 4, 2011
  2. 2. GLOSSARY OF TERMSMonday, April 4, 2011
  3. 3. DINKMonday, April 4, 2011
  4. 4. DINK Double Income No KidsMonday, April 4, 2011
  5. 5. YPMonday, April 4, 2011
  6. 6. YP Young ProfessionalMonday, April 4, 2011
  7. 7. EPMonday, April 4, 2011
  8. 8. EP Experienced ProfessionalMonday, April 4, 2011
  9. 9. SITCOMMonday, April 4, 2011
  10. 10. SITCOM Single Income Two Children Oppressive MortgageMonday, April 4, 2011
  11. 11. BASICMonday, April 4, 2011
  12. 12. BASIC Bachelor of Arts Still in Customer ServiceMonday, April 4, 2011
  13. 13. KIPPERSMonday, April 4, 2011
  14. 14. KIPPERS Kids in Pockets Preventing Early RetirementMonday, April 4, 2011
  15. 15. We’ll talk about... Why the next generation matters Intentional Design The Patron ExperienceMonday, April 4, 2011
  16. 16. Why does the next generation matter?Monday, April 4, 2011
  17. 17. Demographics...let’s think beyondMonday, April 4, 2011
  18. 18. Different generations - as consumers - see “things” differentlyMonday, April 4, 2011
  19. 19. Monday, April 4, 2011
  20. 20. Monday, April 4, 2011
  21. 21. The next generation matters because they choose differentlyMonday, April 4, 2011
  22. 22. Live First, Work Second I want balance in my life.Monday, April 4, 2011
  23. 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. 24. Life online is Life It’s not just for Tweens! (70% of FB users are 18-44)Monday, April 4, 2011
  25. 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. 26. How can a region attract this tech savvy, live first generation?Monday, April 4, 2011
  27. 27. Intentional DesignMonday, April 4, 2011
  28. 28. What do you want to be homesick for?Monday, April 4, 2011
  29. 29. What do you want to be homesick for?Monday, April 4, 2011
  30. 30. What do you want to be homesick for? My dogs.Monday, April 4, 2011
  31. 31. Joey ZachMonday, April 4, 2011
  32. 32. Joey ZachMonday, April 4, 2011
  33. 33. Joey ZachMonday, April 4, 2011
  34. 34. Build on your assets and invest in the amenities that matter to the next generationMonday, April 4, 2011
  35. 35. Seven IndexesMonday, April 4, 2011
  36. 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. 37. Earning The quality and diversity of job and career opportunities.Monday, April 4, 2011
  38. 38. Vitality Natural beauty of a region and healthy lifestyle offerings.Monday, April 4, 2011
  39. 39. Learning Life-long learning opportunities & qualityMonday, April 4, 2011
  40. 40. Around Town Ease of getting around town - and in and out of - town.Monday, April 4, 2011
  41. 41. Social Capital Connections within the region, engagement of all people.Monday, April 4, 2011
  42. 42. After Hours Things to do after work, and on weekends.Monday, April 4, 2011
  43. 43. Which indexes do you think impact/correlate to tourism?Monday, April 4, 2011
  44. 44. Cost of Lifestyle Earning Vitality Learning Around Town Social Capital After HoursMonday, April 4, 2011
  45. 45. Cost of Lifestyle Earning Vitality Learning Around Town Social Capital After HoursMonday, April 4, 2011
  46. 46. After Hours Cultural Events, Festivals, and Stroll Districts w/ coffee shops, restaurants, shopping, etc.Monday, April 4, 2011
  47. 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. 48. Vitality Natural Beauty & Outdoor Recreation - Parks, Trails, WaterMonday, April 4, 2011
  49. 49. Learning Museums, Arts, Historical SitesMonday, April 4, 2011
  50. 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. 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. 52. This question launched our research around developing new - next - audiences for arts and cultural events.Monday, April 4, 2011
  53. 53. First, let’s test our assumptions about the next generation and their leisure decisions.Monday, April 4, 2011
  54. 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. 55. True 17.2 hours is the average amount of leisure time per week reported by the next generation.Monday, April 4, 2011
  56. 56. True or False? Next generation uses the web to make “just in time” attendance and leisure decisions.Monday, April 4, 2011
  57. 57. True 78% of next generation make their decisions within 2 weeks of an event or leisure activity.Monday, April 4, 2011
  58. 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. 59. True or False? Next generation uses alternative sources for event & leisure information.Monday, April 4, 2011
  60. 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. 61. True or False? Next generation wants everything for free.Monday, April 4, 2011
  62. 62. False Next generation will pay.Monday, April 4, 2011
  63. 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. 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. 65. True or False? Next generation prefers to attend different & unique destinations, activities, and programming.Monday, April 4, 2011
  66. 66. True Next generation looks for activities that offer learning, connecting and/or sensing opportunities.Monday, April 4, 2011
  67. 67. Learning “I want to be intellectually stimulated.”Monday, April 4, 2011
  68. 68. Connecting “I attend to be social.” “I attend to support a cause, artist or organization.”Monday, April 4, 2011
  69. 69. Sensing “I crave multi-sensory experiences.”Monday, April 4, 2011
  70. 70. The region offers the activities and amenities the next generation wants to invest their leisure time doing!Monday, April 4, 2011
  71. 71. The key is building better connections & designing an OVERALL experience that can turn young customers into young patrons.Monday, April 4, 2011
  72. 72. One who buys goods or services = customerMonday, April 4, 2011
  73. 73. One who supports or champions something = patronMonday, April 4, 2011
  74. 74. Patrons = Promoters (a regular customer/referrals)Monday, April 4, 2011
  75. 75. How can you develop patrons vs. customers?Monday, April 4, 2011
  76. 76. Their experience has to be user-friendly, intentionally designed for “them”, & involve their entire experience.Monday, April 4, 2011
  77. 77. The Patron ExperienceMonday, April 4, 2011
  78. 78. Consists of Five Phases...Monday, April 4, 2011
  79. 79. If you were going to attend an event or travel this weekend, where would you start?Monday, April 4, 2011
  80. 80. Phase 1: Gathering InformationMonday, April 4, 2011
  81. 81. Phase 1: Gathering Information You are who Google says you are!Monday, April 4, 2011
  82. 82. Next-gen goes where friends tell them to goMonday, April 4, 2011
  83. 83. Monday, April 4, 2011
  84. 84. Information desired during Phase 1Monday, April 4, 2011
  85. 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. 86. Phase 1: Gathering Information The more information available online, the better Phase 1 experienceMonday, April 4, 2011
  87. 87. Give them a virtual “taste” of the experience Phase 1: Gathering InformationMonday, April 4, 2011
  88. 88. Phase 2: CommittingMonday, April 4, 2011
  89. 89. Phase 1: Gathering Information Make it easy and make them glad they said YES!Monday, April 4, 2011
  90. 90. Monday, April 4, 2011
  91. 91. Online Reservations/Ticket purchasing tipsMonday, April 4, 2011
  92. 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. 93. Phase 3: ArrivingMonday, April 4, 2011
  94. 94. Make it special and memorable from the minute they arrive Phase 1: Gathering InformationMonday, April 4, 2011
  95. 95. Consider your destination’s Social Graph, how you’re all connected to each other...Monday, April 4, 2011
  96. 96. Generate a referral!Monday, April 4, 2011
  97. 97. Monday, April 4, 2011
  98. 98. Destination/Venue/Building tipsMonday, April 4, 2011
  99. 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. 100. Phase 4: Destination ExperienceMonday, April 4, 2011
  101. 101. Monday, April 4, 2011
  102. 102. Monday, April 4, 2011
  103. 103. Monday, April 4, 2011
  104. 104. Monday, April 4, 2011
  105. 105. Monday, April 4, 2011
  106. 106. Monday, April 4, 2011
  107. 107. Monday, April 4, 2011
  108. 108. Destination ExperienceMonday, April 4, 2011
  109. 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. 110. Phase 5: Post ExperienceMonday, April 4, 2011
  111. 111. Extend their experience Phase 1: Gathering InformationMonday, April 4, 2011
  112. 112. Monday, April 4, 2011
  113. 113. Post Event tipsMonday, April 4, 2011
  114. 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. 115. Get “promoted” through your patron’s Social Graphs.Monday, April 4, 2011
  116. 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. 117. NPS Calculation From Net Promoter Score website: http://www.netpromoter.com/Monday, April 4, 2011
  118. 118. Generate a referral!Monday, April 4, 2011
  119. 119. Generate a referral!Monday, April 4, 2011
  120. 120. Time Spent in 5 Phases 20% 20% 13% 35% 13% Gather Info Commit Arrive Destination Experience Post-ExperienceMonday, April 4, 2011
  121. 121. As you leave here today...Monday, April 4, 2011
  122. 122. Consider what you want patrons to: Think Feel DoMonday, April 4, 2011
  123. 123. Phase 1: Gathering Information Phase 2: Committing Phase 3: Arriving Phase 4: Destination Experience Phase 5: Post EventMonday, April 4, 2011
  124. 124. Capitalize on your distinctiveness & expand your toolbox!Monday, April 4, 2011
  125. 125. Q&AMonday, April 4, 2011
  126. 126. www.nextgenerationconsulting.comMonday, April 4, 2011
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