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Positioning your brand for the

Positioning your brand for the. Next Generation of Visitors. Tony Vann | Vann & Associates. Who is a “Gen Y?”. ● Born in the mid-1980's and later. ● Also referred to as “ Millennials ”. ● According to the U.S. Census, Gen Y number approximately 70 million of population.

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Positioning your brand for the

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  1. Positioning your brand for the Next Generation of Visitors Tony Vann | Vann & Associates

  2. Who is a “Gen Y?” ●Born in the mid-1980's and later ●Also referred to as “Millennials” ●According to the U.S. Census, Gen Y number approximately 70 million of population ●Fastest growing segment of today’s workforce My great Grandfather must have been a Millennial. ●Most educated generation in U.S. history

  3. What makes a “Gen Y” Tick? ●Tech Savvy ●Armed with the latest technology ●Carrying on a “continual conversation” ●Rather text, email and scan the web than speak face-to-face ●Prefers webinars and online seminars over standard lectures ●Family-centric ●Trades “high pay” for flexible hours and more “free time” ●Enjoys interactive and rich experiences over passive experiences

  4. What makes a “Gen Y” Tick? ●Team-Oriented ●Enjoys being part of a team or “play group” – Sense of belonging ●Always seeking input and affirmation from others ●Loyal, committed and wants to be involved ●Attention-Craving ●Appreciate being “in the loop” ●Value constant praise/rewards

  5. How do they Connect? ●Online experiences including social media communities ●Since 2004, the number of Facebook users has grown from 1 million to 800 million ●Since 2007, the number of tweets per day has rocketed from none to 50 million ●The Three E’s: Engage, Entertain, Educate ●Chuck E. Cheese to PlayStation to YouTube ●Technology, technology, technology! *statistics according to BlogPluse, Bureau of Labor Statistics, IBIS World Internet Report, Feb 2011, Facebook

  6. Does your brand speak to Generation Y? ●Is your brand authentic? ●Enjoy the presentation of multiple, complex concepts ●Embrace differences ●Searching for “REAL” experiences ●Do you make a head-heart connection? ●Is your organization active in the community? ●Engagement through volunteerism ●Must connect with Gen Y “moral compass”

  7. Does your brand speak to Generation Y? ●Do you achieve brand awareness? ●Three-screen marketing tactics ●Social media community engagement ●Does your brand mission resonate? ●Start with the now, not the history. ●Position “story” about now and how conflict can be resolved ●History (as background) is important – Don’t bury the lead!

  8. Developing new brand strategies ●Start today: Look at your organization with a new perspective ●Ask for Gen Y help ●Critically look at your current operations ●Rebrand to connect ●Logos, websites, brochures…oh my! ●Integrate all communications (Print, web, broadcast, SM) ●Position marketing efforts to connect and grow conversions ●Engage new stake holders via social media channels Maybe I should be more aware of my surroundings… ●Don’t be afraid to try new things!

  9. Why Museums must change their point of view. ●Your new competition is death ●Members of “Greatest Generation” will be gone by approximately 2025 – 12 years! ●“Baby Boomers” will be gone by approximately 2035 – 22 years! ●Stop, Stand and Stare Experiences ●“Tagging” or Rebranding an old exhibit can break the Gen Y trust factor ●Museums have the opportunity to connect with the largest generation since the “Boomers.”

  10. So what’s does this all mean? ●Museums continue to be vital intellectual and tourism destinations ●Museums must understand, and use, the new tools of our trade ●If you aren’t already, get social! ●Develop exhibits which connect to your Gen Y brand ●Don’t be afraid to ask why? Gen Y always does! I don’t think this is how Simba went out…

  11. We are here to help Q&A No, he just forgot to update his Facebook status. So the bunny died!? Tony Vann President Vann & Associates

  12. Thank you. Enjoy the conference!

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