Traversing Millennials: How to Market Outdoor Adventures to the Future of Travel
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If a millennial hikes up a mountain and doesn’t take a selfie, did the trip actually happen? While there are still many questions to be asked about the youngest generation of travelers, the verdict on outdoor adventures is in. Join Simpleview SEM Analyst Sandee Jordan and CRM Analyst Aaron Pickering as they examine how outdoor adventures drive revenue to a destination. Learn how to leverage online tools like Periscope and Pinterest to capture the millennial market and create champions for your destination.
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Traversing Millennials: How to Market Outdoor Adventures to the Future of Travel
- 2. Sandee Jordan Aaron Pickering SEM Analyst CRM Analyst
- 3. Today’s Agenda Definition of a Millennial What do the studies say? How to Market to Millennials Millennial Misconceptions Does our perception match the research? Get Millennials to come out and play!
- 4. Millennial Traits • Never Known Life Without Tech • Hipster • Environmentalist • Values Transparency • Looking for Adventure • Work- Life Alignment • Risk Taker • Always on Social Media • Wants Instant Gratification
- 5. If you were born after January 1, 1980 PLEASE STAND
- 10. Which Social Media Networks Are Millennials On? 91% 73% 56% 44% 31%23% 17% 22%
- 15. A growing number of Millennials are choosing to live at home with their parents. 25% 26% 27% 28% 29% 30% 31% 2007 2008 2009 2010 2011 2012 Millennials at Home
- 16. Year-over-year sales growth of athletic apparel and footwear brands vs growth in total apparel and footwear spending -6% 0% 6% 11% 17% 23% 2009 2010 2011 2012 2013 2014 Athletic Brands Total Industry (PCE)
- 17. "When a brand uses social media, I like that brand more.” -Lots of Millennials Percent using Social for Purchasing Decisions
- 19. “Millennials have been shaped by technology.”
- 20. “Millennials are now the largest, most diverse generation in the U.S. population.”
- 21. “Millennials value community, family and creativity in their work.”
- 23. MISCONCEPTIONS, REALITY AND HOW MILLENNIALS FIT INTO YOUR MARKETING PLAN
- 24. Misconception Reality Spends Roughly 600B Annually Relies on Friends and Family for Purchasing Decisions Values Customer Service and Personal Connection
- 25. 40% of Millennials are already parents & in the next 10- 15 years, 80% of them will be parents. 0 20 40 60 80 The Pediatrician Good Friends Their Own Mother Biggest Influences
- 27. GET PERSONAL Reference Location, Age or Referring Site Don’t just tweet about it… Learn how you can get into the action! Come hang with us!
- 28. USE HUMOR Be Bold and Unique
- 29. Show Value Give Them Something For Free (Laughs Count)
- 30. Show Value Give Them Something For Free (Laughs Count) 71% of Millennials 43% Share on Social Media 30% Share by Text 45% Share Physical Coupons
- 31. Inspire With Images Appeal to Their Sense of Adventure
- 32. Inspire With Images Appeal to Their Sense of Adventure
- 33. Show! Don’t Tell. Don’t Rely on Logos or Calls to Action https://youtu.be/s2QgGoAuwoU See Inspired By Iceland video here:
- 34. Let The User Be Your Voice Encourage Champions on Social Media
- 36. • Millennials Are Tech Savvy • Millennials Make Up 1/4 of US Population • Friends and Family Matter • Will Outspend Baby Boomers by 2017 • Devoted to Social Media • Content Drives Engagement • Millennials Have Children • Respond to Unique and Creative Interactions • Wellness Minded
- 37. Come out and play
- 41. Is it still worth it? 13 23 30 35 39 37 36 32 0 17.5 35 52.5 70 87.5 Silents (70+) Boomers (50-69) Gen X (35-49) Millennials (18-34) Digital Traditional Hours Per Week
- 42. What’s Periscope
- 43. Periscope Allows anyone to become a broadcaster
- 45. Geocaching
- 46. GEOCACHING • Free activity that encourages people to explore little known areas • Vacations have been planned around good Geocaching locations • Tech Savy consumers usually with young kids - like the thrill of finding new places
- 47. GEOCACHING
- 48. GEOCACHING
- 49. What’s App
- 50. Yonder
- 51. Triposo See Triposo video here: https://youtu.be/L_cUtps8RZk
- 52. Triposo
- 53. Yelp
- 54. TV FoodMaps
- 55. Other Apps Field Trip iExit Menu Pages Open Table Packing Pro Roadtrippers Trip Adivisor TripIt Tripomatic Viator Wanderu (bus and train tickets)
- 56. Facebook Beacons
- 58. https://youtu.be/Md0izRneNvE Beacon already in use - Tampa Bay See Facebook Beacon in Tampa Bay here:
- 59. Branding the Beacon • Setting a Beacon up a Visitor Center • Keep Content Fresh and Relevant for people in a local area • Offer special incentives to people who follow the beacon
- 60. Thanks to Our Sources
Editor's Notes
- One of the largest generations in history is about to move into its prime spending years. Millennials are poised to reshape the economy; their unique experiences will change the ways we buy and sell, forcing companies to examine how they do business for decades to come.
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- Koeppel Direct is a pioneer in the direct response TV media space, employing cutting-edge buying strategies combined with state-of-the-art research and analytics.
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- The Goldman Sachs Group, Inc. is a leading global investment banking, securities and investment management firm that provides a wide range of financial services to a substantial and diversified client base that includes corporations, financial institutions, governments and high-net-worth individuals. Founded in 1869, the firm is headquartered in New York and maintains offices in all major financial centers around the world.
- Steady Growth since 2006
- Wellness is a daily, active pursuit. They are dedicated to wellness, devoting time and money to exercising and eating right. Their active lifestyle influences trends in everything from food and drink to fashion. They’re using apps to track training data, and online information to find the healthiest foods. And this is one space where they’re willing to spend money on compelling brands. GROWTH 2009 - 1% -1% 2010 - -3% -4% 2011 - 12% 5% 2012 - 18% 6% 2013 - 13% 5% 2014 - 14% - 2%
- Brands are shrinking in importance, social media is growing. Millennials are turning to their online networks when making purchasing decisions.
- This study can be found by searching “White House & Millennials” There were 15 facts found in this study, but we will review just a few that effect our business.
- Millennials are more connected to technology than previous generations and a quarter of Millennials believe that their relationship to technology is what makes their generation unique.4 While all generations have experienced technological advances, the sheer amount of computational power and access to information that Millennials have had at their fingertips since grade-school is unparalleled. Computational processing power has roughly doubled every 2 years, and storage prices continue to drop.5 In 1980, IBM’s first gigabyte hard drive weighed 550 pounds and cost $40,000.6 Today, consumers have access to 3 terabyte hard drives — 3000 times the size — that weigh under 3 pounds and cost around $100. Under these trends, Millennials have come of age in a world in which the frontiers of technology have appeared unlimited.7
- Millennials now represent the largest generation in the United States, comprising roughly one-third of the total population in 2013. What’s more, the largest Millennial one-year age cohort is now only 23. This means that the Millennial generation will continue to be a sizable part of the population for many years
- Millennials are not just virtually connected via social networks; they value the role that they play in their communities. For instance, high school seniors today are more likely than previous generations to state that making a contribution to society is very important to them and that they want to be leaders in their communities. This community-mindedness also includes a strong connection to family. Millennials have close relationships with their parents, and as high school students, roughly half say that it is important to them to live close to their friends and family, compared with 29 percent of Baby Boomers and 40 percent of Generation Xers. A 1997 Gallup survey found that 9 in 10 children (a population comprised entirely of Millennials that year) reported high levels of closeness with their parents and were personally happy with that relationship.14 Their tight relationship with their parents extends to work, where some companies report establishing relationships with parents of their Millennial employees. 15 The Millennials’ close relationships with their parents might be related to the greater time they spent with their parents growing up. According to Pew (2014), hours spent parenting have increased for both fathers and mothers, tripling for fathers since 1985 and increasing by 60 percent for mothers, as shown in Table 2. 16 Ramey and Ramey (2010) show that these increases have been particularly pronounced among college-educated parents, with college-educated mothers increasing their childcare time since the mid-1990s by over 9 hours per week, while less educated mothers increased their childcare time by only over 4 hours per week.
- Now some people would suggest that’s a template approach, but if you think about a chair... It’s almost always going to have a seat and a back, probably legs, maybe some arms. [CLICK]
- M - Broke R- Spend 600B M - Throws away money R - Makes smart buying decisions M - Lack loyalty, unrealistic expectations, don’t care about customer service. R - Values personal connection.
- The Largest misconception - Millennials are parents Many studies support millennials are influenced by social relationships. Personal connection is so important.
- Try to create a personal connection with your user by referencing the specific
- Phuket, Thailand
- 56% General share WOM 29% General Share on Social 19% General share by Text
- 56% General share WOM 29% General Share on Social 19% General share by Text
- Not only works with Millennials.
- Not only works with Millennials.
- Not only works with Millennials.
- Not only works with Millennials.
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- S How do we engage and market to Millennials Periscope, Geocaching, Traditional Media, and Apps
- S Yesterday’s Marketing http://www.ci-group.com/www/wp-content/uploads/2013/09/Yesterday-vs-today-marketing-760x868.jpg
- S Today’s Marketing http://www.ci-group.com/www/wp-content/uploads/2013/09/Yesterday-vs-today-marketing-760x868.jpg
- S Hours Per Week Experian Marketing Services
- A What is it, Why is it important, How can we use it?
- A See the world through other’s eyes World-wide broadcast tool - Anyone can broadcast, anyone can watch for free Source for real-live information Virtual Tour-Guides or Virtual Tours of a destination are possible while interacting with the public
- A Film crew at Monterey Bay Aquarium - Broadcast a live event of a sea otter release While broadcasting - answered questions about the aquarium and boosted interest in this attraction Gives users a “behind-the-scenes” view - instant access (live interaction) with people/places
- A What is it, Why is it important, How can we use it?
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- A What is it, Why is this a good hook, how can we encourage it
- A What is it, Why is this a good hook, how can we encourage it
- S What are some of the apps to be aware of, how can you raise awareness about your area - user guided content
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- S Draw people in - People who are traveling through an area who ARE looking for you.
- S Beacon
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- S Give them reason to want to come Posting to social media on a regular basis - show why you are unique and what you have to off - user generated reviews
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