There’s no doubt about it: Millennials live in a glass house. No other generation has been analyzed and discussed quite like these children of the 80s and 90s who came of age with social media. Famous for disrupting technology, communication styles and buyer behavior, Millennials will continue to define consumption preferences for at least fifteen more years. So what, exactly, does this mean for B2B events?
First, the good news. The word “Millennial” may strike fear if you are a Boomer or Gen X event planner. But take heart. You actually have a leg up on other industries when it comes to attracting them—because Millennials value live events more than any other living generation.
Now, the bad news. Millennials aren't just important for B2C events anymore. As these up-and-coming executives take charge of company pocketbooks, it’s never been more important to appeal to their tastes in B2B. For your event, this means that “business as usual” (even if it’s worked for multiple years) will simply have to change.
Here are 8 ways to demonstrate you're “Millennial savvy” in a B2B context:
1. REMEMBER WHO THEY ARE
A few years back, your Millennial guests were those gum-chewing interns tagging along with Gen X and Boomer bosses. Now they are moving into the roles exited by retiring seniors. But don’t let the promotion fool you. Just because they look—and act—older doesn’t mean they’re not still aligned with the concerns and preferences of their peers. They may rock a suit for daytime breakouts, and wear a “Senior Manager” name tag, but you can bet they still love after-hours networking with pizza and Pac-Man.
2.CREATE AN INSPIRING EVENT STORY
Some may now be in their 30s, but Millennials as a whole still live up to their reputation as idealists. Multiple studies have shown that they actually do care about causes like social justice and global warming. They volunteer and truly want to change the world. Tying your event message or story into a theme of positive change in your industry can help gain buy-in. Don’t be afraid to tackle tough conversations—or highlight leaders whose contributions have been marginalized in the industry. Millennials are eager to associate with B2B brands whose values, worldview and compassion mirror their own.
3. FOCUS ON THEIR EXPERIENCE
Creating positive feels is everything for Millennials, even in B2B. If younger guests have a great experience, everyone will know. If they have a bad experience, you guessed it. Everyone will also know. Strive to make every moment memorable; it doesn’t have to be big to make a big impact. And don’t forget to inject a few things that are purely playful. Instead of pushing Millennials to tweet session content, for example, inspire them to Snapchat a pop-up hallway performance. (Book talent who can reinforce your event message with their art form and boom, everyone wins.)
4.MAKE EVERYTHING PERSONAL
As a generation attuned to personalized technology like the smart watch, Millennials naturally expect their B2B event to behave like Siri. If everyone still gets the same swag bag, the same program and the same experience at your B2B event ... watch out. Millennials want to design their own path through your activities, or select from a buffet of educational or entertainment options, rather than be told what and how to consume. Consider customized swag or “create your own” experiences that allow for individual creativity and differentiation of the product, souvenir or session.
5.TURN CONVERSATION INTO COLLABORATION
Millennials come to events to meet, connect and be inspired—not to attend a parade of talking heads. This year, open up the presentation styles at your B2B event. Require your presenters to create dialogue in their sessions. Offer break-out activities, speed networking and social events that allow younger attendees to make genuine friends. Millennials are also more likely than other generations to seek guidance from outside their work circle. So, consider inviting speakers and guests from outside your industry who can offer a fresh, unique perspective.
6. ASK FOR FEEDBACK LIKE YOU MEAN IT
In many organizations, “continuous listening” is now a key part of the feedback loop. Millennials want to be heard. Seeking their feedback throughout your B2B event is a great way to practice your own continuous listening. Use open-ended or anonymous feedback tools to encourage participation. Or, consider a fun group experience such as live polling or live Q&A—both of which can be handled easily through a meeting app. Another option is Sli.do, a web-based feedback generation tool for large live audiences. (All this assumes, of course, that you actually DO something with the data. Millennials like nothing less than to give an opinion that changes ... absolutely nothing.)
7. DON’T SKIMP ON TECHNOLOGY
There’s only one thing Millennials like less than not having WiFi: having WiFi that doesn’t work. Effective B2B events today make it as easy as possible for them to stay connected while they’re on site. Whereas an older demographic might overlook slow (or paid) WiFi, this experience will sour your younger attendees fast. Make sure the venue has enough charging stations for all their devices, or hand out branded chargers as part of your swag. Spice up your programming this year with augmented reality, virtual reality or wearable technology. And don’t forget to go light on the paper. Millennials tend to look down on brands that kill tons of trees.
8. EMPHASIZE SOCIAL MEDIA & SHARING
Millennials love to share their experiences, but they often feel overlooked at B2B events because social media isn’t fully integrated. It’s not enough anymore to create an event page and let it run itself. Participate actively on that page and spark conversations online before, during and after your event. Plan a relevant hashtag so attendees can connect with each other. Use real-time social media feeds around the event to cater to millennial attendees' preferred communication style. And don’t forget to have a few event staff on hand to monitor hashtags, so they can provide support.
Feeling inspired yet with ways to reach Millennials at your next B2B event?
Reaching this generation can be a huge task. But you don’t have to do it all alone.
At LSAV, we take generational dynamics into account as part of our event planning for B2B experiences. Instead of forcing a one-size-fits-all approach for your event, we work with you to choose the perfect digital and interactive live-event technology for your unique audience. Check out our event portfolio here for a wide selection of case studies. (Quite a few of them appeal to Millennials, by the way.)