“Attracting EVERY Generation Audiences” Kathy Macdonald – 2010 e4 Café Exchange Presenter

What are the biggest generational challenges you are facing?

• Generations want different forms of entertainment
• Marketing needs to vary to appeal to each generation
• Socialization is different for each generation from Twitter to text to Facebook to email, etc.
• Appropriate recognition/awards vary by generation
• What attracts one generation may be different from what attracts another

 What conference elements do each generation find MOST engaging?

 What can be done to better engage or provide value to each generation?

• Recognize early in the planning cycle that there are generational preferences that permeate every aspect of the planning from site selection to menu planning
• Let “them” (the generation you want to engage) know you are unclear about what they want; ask for their input
• Learn what is important to each generation and what they value in life.
• Targeted messaging prior to the conference for each generation and show the WIIFM.  Include how each targeted generation will benefit from attending … what the value is to them?
• Appeal to the values and issues each generation respects
• Take the time for proper demographic and needs collection early in the planning; present custom programming (ala Amazon reading suggestions or Netflix picks … targeted sessions for participants)
• Present the messaging using the media that appeals to their generation i.e. email, text, etc.
• Add a social cause element with choice so each generation can connect to what is important to them
• Make sure the evaluation process incorporates/solicits feedback from every generation (think of methods used)
• Don’t just think in terms of what you can ADD for each generation … is it time to DROP elements that are past their prime for each generation (e.g., Do we all still want to go to the Awards banquet?)

What conference elements have the potential to resonate across multiple generations?

• Good food and drink; lots of variety
• Networking
• Teambuilding
• Charity or community service
• Exhibits
• Expert panels at sessions
• Location of conference
• Social events with options
• Cyber cafes

What planning techniques/processes can be used to ensure the optimal generational appeal?

• Cross generational planning committees – all the way down to menu planning
• Cross generational team activities
• Multi generational mentoring
• Different mediums to target different generations
• Roundtable seating
• Communicate to each generation in a way that appeals to them
• Make sure you use varied marketing pieces to reach each generation
• Different pricing structures

Kathy Macdonald