Overview on Millenial Marketing
from the
2008 Marketing Outlook Forum

Millenial Marketing

Notes prepared by Valerie Knoblauch
Based on the presentation at the 2008 Travel Industry Association

Marketing Outlook Forum | Portland, Oregon

Millenials: People Born between 1980 – 1995

Context:

In 1980, personal electronics barely existed In fact there was an article in Newsweek that said, “imagine technologies that allow us to communicate with anyone, anywhere, anytime.” Newsweek, 1980.

The millenials have grown up with:
An awareness of a world outside our own borders

The concept that connection is an entitlement and very much desired

The computer is personal again – a vacation is personal again

The millenials are very much:
A Go Your Own Way crowd – they realize that growth makes us wealthier, but the greater wealth no longer makes us happier

Having had helicopter parents - these are the first generation where more money was spent on the kids than on the parents personal needs

Desiring to NOT enter adulthood. Their philosophy is that true adulthood is something to be avoided and put off.

Enjoing the age of self exploration … Explore me, explore you, explore Minnesota

With regard to travel, millenials like:
Being taken out of their comfort zone

Cultural experiences – things with cultural merit and historical value

Spontaneity – not totally having a plan. This will not be the itinerary generation.

Introspection

To find people with similar interests

What to do to market to them? Five Tenents
1. DEVELOP A 360 DEGREE STRATEGY INCLUDING: PUSH, DON'T PULL – MEET THEM WHERE THEY ARE

a) reaching them at home

b) reaching them at work

c) reaching them on the go

2. BE PREPARED TO ARM THEM WITH INSTANT INFORMATION … BE READY TO RESPOND TO THE BLIND GO

a) How to promise an interesting and fulfilling trip without the burden of an itinerary

b) Can we “mosio” the brand?

3. OPEN POSSIBILITIES
a) they have a do everything spirit with no focus. So offer them opportunities to do something every single day of the year … example, Oregon 365 days …

b) explore the possibilities of Finger Lakes 360 or 365

4. EXPLORE US, EXPLORE YOU
To handle their need for introspection … create activities where they can give back.

a) voluntourism

b) introspective activities

5. HELP THEM BROADCAST THE SHOW!
a) they love announcing where they have been, what they are doing, etc. Can you help them broadcast the show through Trip Advisor, Facebook

b) help them build their experience portfolio

c) Ask them where they’ve been

Send Valerie your thoughts
Valerie Knoblauch, President
Finger Lakes Visitors Connection