Millennials, the largest demographic in America, prioritize life experiences over material possessions, which necessitates a shift in event marketing strategies. With significant purchasing power of $1.68 trillion, event marketing must focus on personalized, shareable, and socially relevant messaging, utilizing channels where millennials interact, such as social media. Utilizing FOMO (fear of missing out) can effectively encourage ticket sales, emphasizing the importance of a tailored approach to engage this demographic.

1. How to Market Events
To Millennials

2. Millennials are now the largest demographic segment in America,
surpassing the historically important Baby Boomers and the
previous generation, Generation X.
Millennials
34%
Other
66%

3. Your event marketing needs to keep up with millennials, which
means using new channels and methods, and a fundamental shift
in your thoughts about marketing.

4. What is a millennial?

5. Millennials are confident, tolerant,
entitled and narcissistic.
The most important millennial trait
for event organizers is that they
prefer to collect life-experiences
over material goods.

6. In the last decade, millennials have been called ‘victims of the
economy’ and a 'lost generation' but no scholars or journalists are
denying their demographic significance and huge purchasing
power.

7. According to data from cebglobal.com, millennials have
a total estimated purchasing power of $1.68 trillion dollars, with an
average household income of $60,000.
http://www.executiveboard.com/exbd/marketing-communications/iconoculture/millenials/millennial-mind-infographic/index.page

8. The stereotypical
millennial still lives in their
parents basement, the
victim of bad timing and
student loan debt but the
emerging economy has
given millennials more
economic power than
even 5 years ago.

9. Millennials don’t want to spend their money on traditional
expenses like home ownership or weddings, instead opting to
save money, pay down debt (40% have some amount of credit
card debt), and invest in experiences like vacations, events, and
music festivals.

10. The marketing for events like music festivals has become more
experiential - focusing on the feeling of being at the event, and
the image it conveys to your social circle (an alternative name
for millennials is the ‘selfie generation').

11. FOMO is the anxiety that you are missing an opportunity for social
interaction or new experiences. FOMO rose with the increased
usage of smartphones and social networks.

12. FOMO is a powerful marketing tool that event
organizers can use to encourage attendees to
buy tickets to events, especially events that
their friends are already attending.

13. So what does it mean to market to millennials? In short your
marketing must be:

14. Personal - millennials expect customized marketing messages
that are highly relevant to them, no more ‘one size fits all’
messaging

15. Social - it should be shareable and worth sharing, which means
high quality design and copy

16. Appropriate - millennials want native advertising on smartphones
and social networks, not TV, radio, or banner ads

17. Sell Tickets
Anywhere
Process
Payments
Advanced
Ticketing
Social Data
Tools