What Millennials Really Want from Events


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What do millennials really want from brand events?

The smartest marketers are courting millennials through experiential marketing. From branded activations at music festivals, to seasonal pop-up shops—savvy brands understand the crucial link between events and brand loyalty.


But what do millennials think about brand events? What do they love, what do they hate, what have they come to expect before, during and after they’re over? Last December, we surveyed 785 millennials across the globe and here’s what they had to say.


Key Findings:  01 - 05

Before the Event

FINDING 01

Design is insanely important.

event marketing to millennials design

40%

of millennials said if the invite or event page is ugly, they wouldn’t even go to the event.

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FINDING 02

Events drive sign-ups.

 

event marketing to millennials email

56%

of millennials said the reason they signed up for a brand’s email list is because of an event.

67%

of millennials said the reason they followed a brand on social media is because of an event.

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FINDING 03

Attendance = loyalty.


event marketing to millennials brand loyalty

29%

of millennials consider attending an event an act of loyalty.

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FINDING 04

Brand besties will RSVP first.

WHEN ASKED:
“WHEN A BRAND INVITES YOU TO AN EVENT, WHEN DO YOU TYPICALLY SUBMIT YOUR RSVP?”

event marketing to millennials registration
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FINDING 05

Content and connections are huge.

When asked:

“WHAT’S THE MAIN REASON YOU CHOOSE TO ATTEND A BRAND­ EVENT?”

event marketing to millennials reasons to attend
event marketing to millennials social media

24%

of millennials said they attend events just for “social media bragging rights.”

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KEY FINDINGS: 06 - 07

During 
the Event

FINDING 06

Good swag is memorable.

47%

of millennials go to a branded event because of the swag.

When asked:
“WHAT’S YOUR FAVORITE PIECE OF SWAG YOU EVER RECEIVED AT A BRAND EVENT?”

event marketing to millennials swag

“Beats earbuds, and Spotify for a year.”

event marketing to millennials swag

“A bottle opener that yodeled when you open a beer.”

event marketing to millennials swag

“A Polaroid camera
and film”

event marketing to millennials swag

“A jar of artisanal butter (seriously.)”

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FINDING 07

But seriously, it's all about the memories.

 

WHEN ASKED:
“What’s the coolest thing a brand has ever done at an event?” 

19%

"I remember the free stuff i got"

14%

"I remember the brand surprised us with something unexpected"

14%

"i remember the

incredible performance"

10%

"I remember the

awesome photo­ ops"

5%

"I remember the wonderful drinks"

5%

"i remember the

great food"

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KEY FINDINGS: 08 - 09

After the Event

FINDING 08

An event is an opt-in.

event marketing to millennials follow-up

92%

of millennials said they’d be open to receiving a personalized email offer, coupon or loyalty reward from the brand following an event.

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FINDING 09

Send your event photos within 48 hours.

event marketing to millennials follow-up

75%

of millennials EXPECT a brand to notify them within 2 days about where & when the event photos are posted.

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For more information on how to take your events to the next level visit splashthat.com

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Don’t risk losing up to half of your audience. Make design a priority.

A beautifully-designed event page & invite sets the tone for your entire event. It’s an opportunity to get attendees excited before they even set foot inside the door. Make sure your subject line is irresistible, use imagery and design to give invitees a sneak peek of what to expect, and most important: make sure your invite looks as good on mobile as it does on desktop. (Duh.)

Events are one of the best forms of direct marketing in the world.

It’s a surefire way to expand your reach to new audiences through different marketing channels; particularly social media and email. Ensure that every touchpoint in your event lifecycle—from the save-the-date to the event itself—gives your audience a reason to follow you on other channels.

Reward loyalty.

When someone shows up to your event, it’s an incredible thing. Why? Because that person has taken time out of his or her day to come and experience your brand in person. That’s more valuable than any Instagram follow or Facebook like. We strongly advise every event host to keep accurate historical event attendee records, and to have a reward system in place to recognize your most loyal guests. A digital high-five on Twitter, a coupon—anything.

Understand that event email marketing is a longtail game.

Per our analysis, millennials who are already know and love your brand (a.k.a. Brand Loyalists) are more likely to submit their RSVP as soon as they receive the event invitation. Brand Newcomers—or those who don’t know your brand—tend to RSVP closer to the event. So, think about your reminder email sequence as a series of mini brand campaigns, designed to engage an audience who might not know who you are yet. Smart, right?

Recognize that an event is an experience.

Millennials see it as a chance to meet new people. To experience something new. To create memories. To induce FOMO from their social media followers. Focus your energies on creating an “unmissable” event, and they will come.

Don’t spend money on unmemorable swag.

Investing a little more in something useful, creative or novel is one of the best ways for your brand to stay on a millennial’s radar (and out of the trash).

Remember, good food & drinks are table stakes. They’re not everything.

In fact, only 10% of our survey respondents remembered the food and drinks from branded events they’ve attended. Nearly 60 percent of respondents remembered the experience. (Ironic, considering the majority of most event budgets is put towards the cost of food & beverages). Understand that if your event doesn’t excite your millennial guests, neither will your company or product.

Don't hesitate to apply loyalty program and behavioral targeting principles to your events. 

Not many brands do this, which is a HUGE missed opportunity. Imagine if a retail brand sent out a 50% off coupon to guests who attended their last three in-store events? That’s powerful one-to-one marketing.

Understand that millennials expect brands to be on top of things. 

Particularly when it comes to things they care about—like event photos. So plan your photo strategy ahead of time. Make sure you know exactly how, when and where you’re going to deliver the goods. After all, getting killer event photos into the hands of your millennial attendees is a crucial step in extending the lifecycle of an event long after it’s over.

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