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

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

More in: Business , Technology
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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?

Transcript

  • 1. The Next Generation of Visitors
    • Creating Experiences for Millennials
  • 2. Generational Names
    • Greatest Generation
    • Boomers
    • Gen X
    • Millennials
  • 3. Why Bother?
  • 4. Millennials – Who are they?
  • 5. They are different!
  • 6. Events that have shaped their lives
  • 7. Events that have shaped their lives
  • 8. The 15 favorite websites as voted by Millennials
    • facebook.com
    • wikipedia.org
    • YouTube.com
    • NYTimes.com
    • yelp.com
    • flickr.com
    • netflix.com
    • pandora.com
    • PerezHilton.com
    • amazon.com
    • CNN.com
    • hulu.com
    • craigslist.com
    • myspace.com
    • ebay.com
    From Outlaw Research
  • 9. Parenting Styles
  • 10. Education
  • 11. Concerned about the earth Volunteer
  • 12. Millennial Lifestyles
    • “ I don’t plan on sacrificing my personal life to the extent that they did for their jobs.”
  • 13. Self-expression
    • 38% have a tattoo
    • 23% have a piercing (other than the ear)
  • 14. Millennials enjoy mentors
    • “ We are fragile without guidance but want to feel like we are leading the way.”
  • 15. What are the 15 most trusted brands voted by Millennials? From Outlaw Research
  • 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. Millennial Experiences
  • 18. Millennial Experiences
    • What types of experiences do millennials enjoy?
  • 19. Millennial Experiences
    • And if they don’t like the experience…
  • 20. Millennial Experiences
    • Life stage experiences
    Adrenaline rush laughter challenge
  • 21. Millennial Experiences
    • Generational nuances
      • Adventure Tours
      • Extreme Sports
      • Eco-Tourism
      • “ Voluntoursim”
  • 22. Millennial Experiences
      • “ William and Harry’s African charity motorbike trek has been the trip of a lifetime.”
      • Reference: Daily Mail, 25 October 2008
  • 23. Millennial Experiences
      • They’re more interested in doing cool things than having cool things.
  • 24. Millennial Experiences
      • They don’t want to be told what to like and think.
      • “ They want to believe they have uniquely discovered the things they like.”
      • Authenticity, discovery, making a difference.
  • 25. Millennial Experiences
      • Young millennials like going to the mall to hang out with friends.
      • Older millennials like social events.
  • 26. Millennial Experiences
      • Thirsty 3rd Thursday
      • Curl up space
      • Trying things on
  • 27. Millennial Experiences
      • Hotel experiences for millennials
  • 28. Millennial Experiences
      • Experiences that build relationships for the future.
  • 29. Millennial Experiences
      • Experiences that allow them to capitalize on their likes of FRESH food, authenticity, sincerity, and ethical farming.
  • 30. Millennial Experiences
      • Creating
      • Customizing
      • Personalization
      • Energizing
      • Experience
    from: Theatre Is
  • 31.
      • References:
      • Accenture
      • Pew Research
      • Deloitte
      • Marketingcharts.com
      • A.C. Nielson Wire
      • Live Science
      • Millennial Marketing
      • Colloquy
      • Outlaw
      • “ Millennial Donors” by Achieve & Johnson Grossnickel
      • If you would like the free research report from Pew, email me: [email_address]
      • Or drop me your business card
  • 32. Reaching Millennials
    • A Moving Target
  • 33. NO
  • 34. 100 0 52 Millennials Average Americans
  • 35. NO
  • 36. 100 0 71 Millennials Average Americans
  • 37. NO
    • Prime Time TV?
  • 38. 100 0 67 Millennials Average Americans
  • 39. Television Shows
  • 40. Television Networks
  • 41. NO
  • 42. 100 0 88 Millennials Average Americans
  • 43. ON PAR
  • 44. 100 0 107 Millennials Average Americans
  • 45. Heavy Users!
  • 46. Heavy Media Consumption
  • 47.  
  • 48. Internet Use
  • 49. Internet Hours
  • 50. NO
  • 51. News Online
  • 52. 128
  • 53. 128
  • 54.  
  • 55. 128
  • 56.  
  • 57.  
  • 58. 22%
  • 59. Sharing via Social Media
  • 60. SOCIAL MEDIA
  • 61. PHOTO SHARING
  • 62. 128
  • 63. 128
  • 64. SOCIAL NETWORKS 42% reach 44% reach
  • 65. 128
  • 66. Text me where we should head out to.
    • I’ll grab a hotel room on the way.
  • 67. Travel Planning Sites
  • 68. Heavy Media Consumption 46% reach for radio & magazines
  • 69. 128
  • 70.  
  • 71.  
  • 72.  
  • 73. 128
  • 74.  
  • 75. 128
  • 76.  
  • 77.  
  • 78.  
  • 79. 128
  • 80. 128
  • 81. Heavy Media Consumption
  • 82. Heavy Media Consumption
  • 83. MILLENNIAL Marketing Showcase
  • 84.  
  • 85.  
  • 86.  
  • 87.  
  • 88.  
  • 89.  
  • 90.  
  • 91.  
  • 92.  
  • 93.  
  • 94. Lori Cogan The Tombras Group
    • [email_address] 423.915.1266/215