Millennials museums

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The Next Generation of Visitors: Creating Museum Experiences that Connect with Younger Audiences

How can we create experiences that meet the motivations, expectations and needs of the next generation of visitors? This interactive session features new research on the Millennial Generation and showcases innovative marketing that connects with this increasingly important audience. A panel of Millennials will add their voice to the discussion.

Presented by: Lori Cagan, Senior Vice President, Integrated Marketing, The Tombras Group, & Sylvia Matiko, Principal Founder, A Different View

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  • Their job outlook is different. They want a work/life balance. They want to make a difference And Yes, they want to be acknowledged and given credit. 44% of millennials said it is “very important” to have a job that provides an opportunity to help others. From Live Science based upon a study done by Twenge with over 16,500 students. They generally want high pay and status but won’t burn the midnight oil for it. Some call them narcissistic – they have a sense of entitlement - employers sometimes called them “Gen Me” cuz it has to be all about them! But I think there are some misunderstandings. Adam – tell us a little bit about what you look for in a job and how you balance your work and life. I minute
  • Are millennials overall heavy users of television? Panel, by shake of your head...your answer would be... AND the data said...On the whole...No.
  • Hey, I’ve got that down...you might be thinking. I understand millennials. I understand how to advertise on the internet. No problem. That’s great! You are ahead of most. But are you staying on top of the growth curve that’s coming? What do I mean by that?
  • Millennials museums

    1. 1. The Next Generation of Visitors <ul><li>Creating Experiences for Millennials </li></ul>
    2. 2. Generational Names <ul><li>Greatest Generation </li></ul><ul><li>Boomers </li></ul><ul><li>Gen X </li></ul><ul><li>Millennials </li></ul>
    3. 3. Why Bother?
    4. 4. Millennials – Who are they?
    5. 5. They are different!
    6. 6. Events that have shaped their lives
    7. 7. Events that have shaped their lives
    8. 8. The 15 favorite websites as voted by Millennials <ul><li>facebook.com </li></ul><ul><li>wikipedia.org </li></ul><ul><li>YouTube.com </li></ul><ul><li>NYTimes.com </li></ul><ul><li>yelp.com </li></ul><ul><li>flickr.com </li></ul><ul><li>netflix.com </li></ul><ul><li>pandora.com </li></ul><ul><li>PerezHilton.com </li></ul><ul><li>amazon.com </li></ul><ul><li>CNN.com </li></ul><ul><li>hulu.com </li></ul><ul><li>craigslist.com </li></ul><ul><li>myspace.com </li></ul><ul><li>ebay.com </li></ul>From Outlaw Research
    9. 9. Parenting Styles
    10. 10. Education
    11. 11. Concerned about the earth Volunteer
    12. 12. Millennial Lifestyles <ul><li>“ I don’t plan on sacrificing my personal life to the extent that they did for their jobs.” </li></ul>
    13. 13. Self-expression <ul><li>38% have a tattoo </li></ul><ul><li>23% have a piercing (other than the ear) </li></ul>
    14. 14. Millennials enjoy mentors <ul><li>“ We are fragile without guidance but want to feel like we are leading the way.” </li></ul>
    15. 15. What are the 15 most trusted brands voted by Millennials? From Outlaw Research
    16. 16. They want “everyone at the table” Confident Tech-savvy Team players Well-educated Civic-minded Optimistic Ethnically diverse “ Mom said I could do anything.” Multi-tasking Need mentors To the test Not always altruistic
    17. 17. Millennial Experiences
    18. 18. Millennial Experiences <ul><li>What types of experiences do millennials enjoy? </li></ul>
    19. 19. Millennial Experiences <ul><li>And if they don’t like the experience… </li></ul>
    20. 20. Millennial Experiences <ul><li>Life stage experiences </li></ul>Adrenaline rush laughter challenge
    21. 21. Millennial Experiences <ul><li>Generational nuances </li></ul><ul><ul><li>Adventure Tours </li></ul></ul><ul><ul><li>Extreme Sports </li></ul></ul><ul><ul><li>Eco-Tourism </li></ul></ul><ul><ul><li>“ Voluntoursim” </li></ul></ul>
    22. 22. Millennial Experiences <ul><ul><li>“ William and Harry’s African charity motorbike trek has been the trip of a lifetime.” </li></ul></ul><ul><ul><li>Reference: Daily Mail, 25 October 2008 </li></ul></ul>
    23. 23. Millennial Experiences <ul><ul><li>They’re more interested in doing cool things than having cool things. </li></ul></ul>
    24. 24. Millennial Experiences <ul><ul><li>They don’t want to be told what to like and think. </li></ul></ul><ul><ul><li>“ They want to believe they have uniquely discovered the things they like.” </li></ul></ul><ul><ul><li>Authenticity, discovery, making a difference. </li></ul></ul>
    25. 25. Millennial Experiences <ul><ul><li>Young millennials like going to the mall to hang out with friends. </li></ul></ul><ul><ul><li>Older millennials like social events. </li></ul></ul>
    26. 26. Millennial Experiences <ul><ul><li>Thirsty 3rd Thursday </li></ul></ul><ul><ul><li>Curl up space </li></ul></ul><ul><ul><li>Trying things on </li></ul></ul>
    27. 27. Millennial Experiences <ul><ul><li>Hotel experiences for millennials </li></ul></ul>
    28. 28. Millennial Experiences <ul><ul><li>Experiences that build relationships for the future. </li></ul></ul>
    29. 29. Millennial Experiences <ul><ul><li>Experiences that allow them to capitalize on their likes of FRESH food, authenticity, sincerity, and ethical farming. </li></ul></ul>
    30. 30. Millennial Experiences <ul><ul><li>Creating </li></ul></ul><ul><ul><li>Customizing </li></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Experience </li></ul></ul>from: Theatre Is
    31. 31. <ul><ul><li>References: </li></ul></ul><ul><ul><li>Accenture </li></ul></ul><ul><ul><li>Pew Research </li></ul></ul><ul><ul><li>Deloitte </li></ul></ul><ul><ul><li>Marketingcharts.com </li></ul></ul><ul><ul><li>A.C. Nielson Wire </li></ul></ul><ul><ul><li>Live Science </li></ul></ul><ul><ul><li>Millennial Marketing </li></ul></ul><ul><ul><li>Colloquy </li></ul></ul><ul><ul><li>Outlaw </li></ul></ul><ul><ul><li>“ Millennial Donors” by Achieve & Johnson Grossnickel </li></ul></ul><ul><ul><li>If you would like the free research report from Pew, email me: [email_address] </li></ul></ul><ul><ul><li>Or drop me your business card </li></ul></ul>
    32. 32. Reaching Millennials <ul><li>A Moving Target </li></ul>
    33. 33. NO
    34. 34. 100 0 52 Millennials Average Americans
    35. 35. NO
    36. 36. 100 0 71 Millennials Average Americans
    37. 37. NO <ul><li>Prime Time TV? </li></ul>
    38. 38. 100 0 67 Millennials Average Americans
    39. 39. Television Shows
    40. 40. Television Networks
    41. 41. NO
    42. 42. 100 0 88 Millennials Average Americans
    43. 43. ON PAR
    44. 44. 100 0 107 Millennials Average Americans
    45. 45. Heavy Users!
    46. 46. Heavy Media Consumption
    47. 48. Internet Use
    48. 49. Internet Hours
    49. 50. NO
    50. 51. News Online
    51. 52. 128
    52. 53. 128
    53. 55. 128
    54. 58. 22%
    55. 59. Sharing via Social Media
    56. 60. SOCIAL MEDIA
    57. 61. PHOTO SHARING
    58. 62. 128
    59. 63. 128
    60. 64. SOCIAL NETWORKS 42% reach 44% reach
    61. 65. 128
    62. 66. Text me where we should head out to. <ul><li>I’ll grab a hotel room on the way. </li></ul>
    63. 67. Travel Planning Sites
    64. 68. Heavy Media Consumption 46% reach for radio & magazines
    65. 69. 128
    66. 73. 128
    67. 75. 128
    68. 79. 128
    69. 80. 128
    70. 81. Heavy Media Consumption
    71. 82. Heavy Media Consumption
    72. 83. MILLENNIAL Marketing Showcase
    73. 94. Lori Cogan The Tombras Group <ul><li>[email_address] 423.915.1266/215 </li></ul>

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