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G-07-Millennial-Mania-Planning-Events-For-Millennials-Hala-Bissada-1.Pdf MILLENNIAL MANIA! Planning Events for Millennials +introduction WHY MILLENNIALS? In 2020, millennials will make up more than 50% of the workforce They will be the decision makers in their respective organizations and effectively shape the economic future A shift in philosophies between generations will significantly impact your events If you haven’t already developed an event to attract the growing number of millennial philanthropists, it is time to start thinking about it +introduction WHO ARE MILLENNIALS? Also referred to as Generation Y or the Echo Boom are those born during the 1980’s and 1990’s—in Canada they number approximately 9.6 million First native digital generation They are socially engaged, brand driven and never without their mobile phone Most having been brought up in the digital age, they have certain expectations and preferred ways of consuming content Very vocal about whether they have a good or negative experience through social media and word of mouth +millennials WHAT ARE THEIR CHARCTERISTICS? Sincere, spontaneous and laid back, but enjoy the opportunity to dress- up Cool, adventurous and creative Drawn to memorable and meaningful experiences FOMO (fear of missing out) is a central cultural factor for this group More likely to support multiple charities in smaller amounts Like to be hands-on and involved in shaping their experience This is a great opportunity to recruit a committee of 15-20 energetic and committed young professionals who will provide input and be ambassadors in promoting and selling the event +introduction COMPETITIVE LANDSCAPE Events to watch: Booby Ball (Rethink Breast Cancer) Scrubs in the City (SickKids Foundation) Power Ball (The Power Plant Contemporary Art Gallery) Mad Hot Ballet (The National Ballet of Canada) Motionball (Special Olympics Canada Foundation) Massive Party (AGO) Smash (Gardiner Museum) +millennial events KEY FINDINGS Attract larger numbers (600+ attendees) General ticket price is $50-$195 (up to $700 for VIP) Less formal setting, more casual, party-like format Fun first, on-site fundraising initiatives limited Very distinct themes that change every year are popular Interactive & Instagramable elements Clever and unique collateral material—this is a visual generation unlike any other +millennial events CREATING MEMORABLE EVENTS Guest Experience Weave in several “wow” moments throughout the evening Sponsor Food & Can be through décor, fun Activations Beverage activities, unique entertainment etc. Make it a ‘must-attend’ event Use of Connect to Technology the Cause +millennial events CREATING MEMORABLE EVENTS Guest Experience The culinary experience at an event is paramount Unique, creative and Sponsor Food & delicious Activations Beverage Use of Connect to Technology the Cause +millennial events CREATING MEMORABLE EVENTS Guest Experience Connect attendees to your cause on an emotional level Sponsor Food & Craft your message Activations Beverage specifically for your audience and event Execute the event in a way that resonates with your crowd Use of Connect to Technology the Cause +millennial events CREATING MEMORABLE EVENTS Guest Experience Has become an expectation and if you are not using the technology, Sponsor Food & then you are not current Activations Beverage Check-software, auction software, RIFD, VR, apps, etc. Use of Connect to Technology the Cause +millennial events CREATING MEMORABLE EVENTS Guest Experience Beyond the traditional stand-alone, printed signage Sponsor Food & On-site sponsorship Activations Beverage activations showcase the sponsor’s product(s), while creating memorable moments and experiences for guests Use of Connect to Technology the Cause +millennial events CREATING MEMORABLE EVENTS— SPONSORSHIP ACTIVIATIONS It is important to brainstorm with the sponsors Things to consider when brainstorming sponsor activations: What is the theme? What is the service or product of the prospective sponsor? What is the venue? (can sometimes be a factor of inspiration) What is the budget? (activation costs can either be absorbed in your budget, shared with the sponsor or negotiated to be paid for in full by the sponsor +millennial event EVENT FORMAT/GUEST EXPERIENCE Location is critical—opt for unexpected venues or plan on transforming a venue space into something that is surprising and fun Make sure you venue has bandwidth to satisfy Wifi demand For SickKids Foundation’s Scrubs in the City they host at Evergreen Brick Works (revitalize brick making factory) and transform the space to match their theme of transporting their guests to a different city each year +millennial event EVENT FORMAT/GUEST EXPERIENCE Relaxed event format, lounge seating (no formal sit-down) Elements of your gala could include: Cocktail reception Live entertainment Interactive food & beverage stations & mixologists Pop-up stores Fun sponsor activations Fun on-site fundraising initiative Interactive & Instagramable elements +millennial event GUEST EXPERIENCE Use VIP booths with bottle service and food (higher price point), as well as general lounge seating Have a lounge area with charging stations—you don’t want your guests to have low battery anxiety (could be used as a sponsorship opportunity) Provide an incentive gift to encourage social media activity: Guests could receive a gift of some kind when they send out a Tweet (or post to Instagram, Facebook) about the event Twitter/Social media wall with a livestream of the social media activity taking place online around the event +millennial event GUEST EXPERIENCE Weave in cool, Instagramable photo opportunities throughout the venue to wow guests and provide plenty of opportunities to take fun photos to share through social media For example, Hershey’s created a “Take 5” experience for millennials at the Governors Ball Music Festival that involved five murals by five different artists for attendees to pose in front of during the event +millennial event GUEST EXPERIENCE A fun and interactive activity for the evening could be a giant version of a popular game such as Jenga, foosball, pool, etc. +millennial event GUEST EXPERIENCE Set up an Oxygen Bar for a fun opportunity for guests to take in a breath of fresh air (could be flavoured) – could be a sponsored opportunity Set up a Post Card Station with some fun, pre-printed templates where guests can send a post card to friends who could not be at the event – could be a sponsored opportunity +millennial event GUEST EXPERIENCE Set up an adult colouring station or lounge for guests – could be a sponsored opportunity Sell cool, artist-designed t-shirts produced specially for the event as a fundraising initiative Live entertainment with a DJ and/or band such as The Arkells, Tokyo Police Club, or Sam Roberts Band +millennial event GUEST EXPERIENCE Bring in a young, engaging, motivational speaker such as a professional athlete (e.g. Raptors, Leafs or Blue Jays player) or coach Schedule unexpected, pop up performances throughout the space, throughout the evening like musicians, break-dancers or something custom to your theme Incorporate a sustainability strategy for the event with visible elements such as local or responsibly sourced food ingredients, recycled cocktail napkins, etc. +millennial event FOOD & BEVERAGE Host interactive live food stations Incorporate fun mixologists such as Bar Chef to create custom cocktails Offer flights of local, craft beers Bring in food trucks to serve food bites Have roving beverage carts throughout the space serving specialty drinks like martinis +millennial event USE OF TECHNOLOGY Check-in software Event app Could provide guests with information about all of the activities on-site as well as information about the event – e.g. floor plan, schedule, speaker bio, sponsor information, etc. Could also be used to incorporate an element of gamification into the event – e.g. if an attendee visits a certain number of activations or areas at the event, they may receive a special gift or access to a VIP lounge, etc. +millennial event USE OF TECHNOLOGY Auction Management Software Offers a platform with tools to facilitate the execution of silent auctions and maximizes funds raised in your on-site fundraising programs Makes it fun and simple for your guests and modernizes your auction by removing the dated “pen and paper” system and replacing it with a digital auction with a catalogue that can be browsed and bid on via provided tablets or personal smartphones +millennial event USE OF TECHNOLOGY Radio Frequency Identification (RFID) Software Wireless, non-contact use of radio frequency electromagnetic fields to transfer data between personalized tags and receivers Guests can be given personalized RFID-enabled wristbands, tickets, etc. that store their information (e.g. name, contact information, credit card information, etc.) and RFID digital receivers can be set up at different touch points (e.g. entrances to VIP areas) or with different vendors on-site to activate social media, or pay for items, make a donation +millennial event USE OF TECHNOLOGY Drones Can collect aerial footage of an event to capture a unique and unexpected perspective of the scene Footage can be edited on-site and a short cut can be screened at dinner or a more complete video can be produced and used later in a highlight video Lighting display +millennial event USE OF TECHNOLOGY Virtual Reality VR places the user inside an experience Users are immersed and able to interact with 3D worlds For example, Samsung is planning on creating a Samsung Galaxy Lounge at Lollapalooza where they will offer attendees exclusive pop- up performances, meet and greets and surprise appearances +millennial event USE OF TECHNOLOGY Virtual Swag An online platform that replaces the traditional swag bag given to guests after an event Guests are given exclusive access to the link, which can be accessed directly through the welcome and thank you invitation emails Includes coupons and rebates from sponsors Analytics +millennial event USE OF TECHNOLOGY Projection mapping--simply put it is the ability to project objects onto surfaces. It can be as straightforward as projecting onto screens or more complex as projecting interactive 3D displays onto buildings and industrial landscapes.
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