Experience Economy Meets Experience Generation…Millennials
By Melanie Mooshegian / 09.14.2017
The term “Millennial” categorizes people born between the 1980s through the 1990s. Stereotypically, Millennials are deemed uneasy to please, entitled and even lazy. Not all characteristics are negative, however. Millennials are also seen as more politically in-tune, environmentally conscious, open-minded, and certainly tech savvy.
So, what does this all mean when trying to create events that millennials will not only attend, but enjoy and remember? In the world of marketing and event production, giving clients and their customers a journey that will make an impact and leave a lasting impression is the challenge and goal. Millennials aren’t as easily phased as their elder counterparts and event planners must take this into account. Young people have seen it all, either first-hand or via social media. Events must be conceptualized in a fresh, thought-provoking, stimulating way that creates a full-bodied immersive experience.
Recently, I attended the Coldplay concert in St. Louis. Although the focus of the concert was to experience their music, they created an exhilarating immersive experience for all those in attendance. Each guest was given a bracelet as they entered. Not knowing what would happen, as soon as the lights dimmed, the bracelets illuminated in unison and began changing colors and pulsing to the beats of the music. Most people in attendance had never experienced technology like this, plus, it looked incredible when captured in the thousands of phone videos that were taken and then shared online. On top of the light up bracelets that were programmed for the entire 3 plus hours of performance, the lighting, staging, special effects, and extra touches that were included made the concert so much more than a concert; it was an event to never forget and that will be talked about for years to come.
Besides giving Millennials an immersive experience, a call to action is also a good way to get young people involved and passionate about an event or a product. If companies and their products are doing good things, that should be highlighted and integrated into the event. Millennials love to be educated and love passing along knowledge that most people may not know about a company or a product. Spreading awareness about an issue that your company feels strongly about will not only get your company or product name out there, but will also spread awareness for your cause. Millennials are marketing machines.
Give your audience an experience they won’t forget, a spectacle that they will want to capture, and purpose to spread awareness and excitement about being a part of what you are doing. Don’t just market, connect.