One definition of Millennials (there are a few) is the generation born in the early 1980s to the early 2000s. This means today they are approximately 15 to 35 years old and represent one in three South Africans. So unless you are exclusively targeting an older age group, these are people you want to attract to your next event. The best way to do this it to, firstly, understand them.
Of course, the Millennial characteristics are generalisations. Not every Millennial is the same and many of these traits are not exclusive to them either. But understanding this stereotype can be a useful tool for event planning.
They want to be asked
Millennials are used to open plan offices, flexible working hours and having their opinions heard. They feel empowered and want to share their thoughts and experiences. As an event organiser, take advantage of this attitude and ask them what they want. Let them vote on talk topics, speakers, entertainment – whichever area you feel their input is most needed.
They value experiences
When Millennials attend events, they don’t want to simply watch and listen. They want to do. Find ways to incorporate interactive elements into your event, from table discussions, scavenger hunts, side events or tours, competitions and more. Get attendees engaged wherever you can. Positive experiences will create positive feelings and memories. Plus if they can be photographed, they can contribute to your social media marketing.
They want to grow
Growth is a huge motivator for Millennials. Challenges, opportunities, experiences – these are valued because they can lead to personal and career and growth. Keep this in mind when planning your programme.
They want to network
The Millennial mindset perceives collaboration as a key ingredient for success. As a result, they want to network and meet potential collaborators. Consider including more networking time and opportunities into your events.
Possibly because a lot of communication is now digital and not face-to-face, ice breakers are welcomed as a way to ease the potential awkwardness of networking with strangers. It might feel cheesy, but consider a game, running a tournament or some other way to get everyone mingling with purpose.
They are impatient
Technology has meant instant gratification is a new normal. Millennials want you to make it easy for them to get what they want. Preferably when and how they want it!
One way to do this it to offer a personalised experience. Technology combined with insights from big data is making this possible. When used well, you’ll be able to customise each attendee’s experience according to their interests and goals. For example, you could remind them about talk topics that will appeal to them, notify them of competitions for something they will value, or invite them to a side event playing a band they love. The point is that each attendee can be given what feels like individual attention to get the most out of their event experience.
They want to be seen
Millennials love to share their experiences on social media. This can be both good and bad for event organisers. Naturally you want to aim for the former, so encourage them to share positive content. Deck your event out with Instagram-worthy décor, food, entertainment and even people! That’s right, everyone wants a photo with their favourite personality or thought leader, so include them in your event and encourage them to get engaged too.
They want to do good
Because Millennials want to have a positive impact, make sure your event does too. Adopt sustainable practices and communicate them to your guests. Encourage them to get behind your efforts by including them – whether asking them to make a pledge or to help plant trees at a school. Seek out a sponsor who also does good, and offer them the opportunity to sponsor carbon offsetting or a community project. These feel good factors will go a long way to bringing your audience back again.
