You may have a good understanding of your core audience, but to increase attendance and revenue you’ll need to expand to new audiences, new generations. So how do you appeal to Millennials without alienating your core Gen-X patrons, and completely losing your Boomers? In this webinar you'll learn how to: * Promote your venue and events to reach audiences of varying age ranges. * Tap into the right channels in the right way to reach the right audience. * Tailor experiences that will attract specific generations without alienating others.

1. How to Engage Multigenerational
Audiences

2. 2
Take the poll…
« What
Generational
cohort do you
belong to?

3. 3
Heather Meza
« Over 25 years of experience
« Vendini, Cisco, IBM and Content
Marketing Institute
« Expertise in content marketing,
digital marketing and revenue
marketing
« Gen-X’er with a 6-year-old
Generation Alpha son
TODAY’S SPEAKER

4. How to Engage Multigenerational
Audiences

5. 5
« It’s all about Millennials
« Multigenerational audiences are for everyone
« It’s easy to expand into new demographics
First things first…
Say buh-bye to these myths!

6. 6
Our Generations Today
Traditionalists pre 1945
Baby Boomers 1946−1964
Generation X 1965−1980
Millennials / Gen Y 1981−1995
Generation Z 1995−2009
Generation Alpha post 2010
52−70
36−51
21−35
7−21
0−6
71+
“A generation is a group of people born around the same time and raised around the same place. People in
this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes.”
~ Center for Generational Kinetics

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« Are retired and have free time, but fixed
incomes
« May be more dependent on others to get out
« Few are active online or use social media
« Prefer traditional media, print, snail mail and
landline phones
Traditionalists
People over 71 years old
Born before 1945, “The Depression Babies.”
Influenced by the Great Depression and World War II.
• Loyal and
dependable
• Patriotic and
respectful of
authority
• Stubbornly
independent
• Financially and
socially
conservative
• Advanced
communication
and interpersonal
skills

8. 8
« Account for about 70% of the nation’s
disposable income
« Have lots of time (kids are gone)
« Are looking to make connections (want to date
and socialize)
« Prefer face-to-face communication over digital;
light-to-moderate use of social media
Baby Boomers
People 52-70 years old
Born 1946-1964, “The Woodstock Generation.” Influenced
by the Vietnam War, the ’60s and postwar social change
• Idealistic
• Educated
• Competitive
• Diplomatic
• Loyal
• High expectations
• Opinionated
• Likes a good deal

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Generation X
People 36-51 years old
Born 1965-1980, “Slackers” or “The Latchkey Generation.”
Products of divorced parents. Influenced by MTV,
Challenger Explosion, the fall of the Berlin Wall and AIDS
• Independent
• Family-focused
• Intolerant of
bureaucracy
• Critical,
untrustworthy of
authority
• Hardworking
• Socially
responsible
« Currently has more overall spending power
than any other generation
« Have little free time (work a ton and have kids
at home)
« Value customer testimonials and are heavily
influenced by their children
« Like a combination of traditional and digital

10. 10
Millennials / Gen Y
People 21-35 years old
Born 1981-1995. “The Entitled Generation.” Influenced by
the rise of the internet, the Columbine shootings and Y2k
• Tech-dependent
• Achievement
oriented
• Socially active
and responsible
• Progressive,
liberal and
tolerant
• Expect easy and
are Impatient
• Spontaneous
and very
informal
« Represent a quarter of the U.S. population
« Very active on social media and expect two-way
communication with brands
« Want to know what you stand for (favors peer-to-
peer fundraising)
« Prefer transacting online, but like physical tickets
because of the emotional value

11. 11
Generation Z
People 7-21 years old
Born 1995-2009. The first true “Digital Natives.” Influenced
by 9/11 attacks, Obama, 2008 “great recession,”
technology and a media-saturated world
• Most diverse
generation so far
• Highly connected,
tech-dependent
• Socially active and
responsible
• Independent
• Little concern for
privacy
• Like instant
gratification
« Just starting to enter the workforce
« Prefers mobile devices for internet usage and
purchases
« Gauge the value of experiences based on social
media feedback (likes, comments, etc)
« Values visual and interactive communications
with quick and easy access to small bits of info

12. 12
Generation Alpha
People 6 years old and younger
Born after 2010. Also called “iGen.” ” Influenced by the iPad
and other smart / mobile devices
• 2.5 Million are
born globally
every week
• Only notice
diversity when it’s
missing
• Better educated
• More diplomatic
• Lonelier and
more anxious
« Most technologically literate and socially
empowered generation of children ever.
« Multi-modal and multi-channel
« Older at a younger age, and thus will have
even more influence on parental spending
(and for longer)

13. 5 Step Approach to Engaging
Multiple Generations

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Why do you want to do it?
1

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Know your audience and
yourself
2

16. 16
Align your content
to your audience
3

17. 17
Maximize cross-gen
behavioral commonalities
4

18. 18
Experiment!
5

19. Q & A

20. 20
Who Is
VENDINI
At Vendini, our mission is to make
the business of live events simple.
We designed our all-in-one system to help
organizations easily promote events, take donations
and leverage mobile ticketing and customer insights
to deepen experiences with their audiences and
ultimately sell more tickets.

21. THANKS!