The average age of attendees at corporate events is trending downward as more next-gen attendees flood the labor force. Next-gen attendees have much different values than we are accustomed to, but this fact represents a big opportunity for brands who recognize it and adapt their event planning strategies to try and capture their attention. Looking for ways to do so for your brand? Here are four related strategies to implement as you start planning your next event.
1. The Mid-Career-Professional Demographic is Key
Many companies plot out their event attendance and engagement according to age, and this does have some usefulness, but it is not sufficient in itself. A very useful demographic to chart is the mid-career-professional. Charting professionals who are ten to twenty years into their careers is a great way to plan your event with sustainability in mind.
2. Labels Matter
Next-gen attendees place a high value on creating a community where active collaboration is encouraged. You’ll want to keep this in mind as you market and brand your event. Terms such as “young professionals” and “beginners” do not speak to them. Instead, consider using a term like “future leaders” to refer to your next-gen attendees and you should see a deeper level of engagement with them as a result.
3. Don’t Box People In
Similarly, next-gen attendees are highly sensitive to the ways some companies segment and divide groups of people. There’s a certain perception out there about “Millennials,” they feel, that obscures a basic fact – society as a whole is rapidly evolving and, in their eyes, improving. Instead of focusing on what divides, consider what unifies your attendees together and play to that.
4. Make Your Leadership Team Available
Hierarchy and exclusivity are not highly valued by younger event attendees, so your team will need to make adjustments to the way it presents its main program. Don’t limit attendance of this main portion by making it invitation or insider-only – rather, open up and make your leadership team available to everyone. Next-gen attendees will notice and appreciate your transparency.
STAY ON TOP OF THE LATEST TRENDS IN THE EVENTS INDUSTRY WITH TALKINGTREE CREATIVE!
Ready to share your story? TalkingTree Creative is your premier guide to brand strategy, event planning, video production, virtual reality, and live entertainment. With help from our production experts, you can elevate your message and convert your audience to fans by transforming your next event into a fully engaging, memorable experience. We are located in the Baltimore-Washington Metro area but are ready to accommodate the needs of businesses and organizations anywhere in the U.S. Get in touch with us today at 240-252-1200 or 202-684-2225 and let’s start a conversation. Find out what we’re up to on Facebook, Twitter, Google+, and Pinterest.
