Marketing Venues to Millennial Event Planners
Your event planner clients are filled with the passion, creativity, and exceptional organizational skills it takes to excel in this field. That’s exactly what the millennial generation brings to the mix. They’ve entered the business with passion and innovation, but they’re not likely to be influenced by the same factors their GenY and Baby Boomer colleagues respond to. What do you need to know when attempting to attract millennial event planners to your venue? David Mitroff, Ph.D., a business consultant, marketing expert, and keynote speaker says millennials are eager for opportunities that highlight and challenge their individual talents. When it comes to event planning, that means they’ll appreciate the flexibility to try new things. Being open to those conversations and new ideas can help you start the relationship off on the right foot. Understanding the Millennial Audience There’s been plenty written about millennials over the past several years, but not much specific to millennials in the event planning business. Cvent’s recent Planner Loyalty Study took a look at this audience and highlighted some key traits that make them stand out from previous generations:
- They’re tech savvy.
- They’re loyal to hotel brands, but…
- They’re looking for more frequent and immediate incentives.
- They’re into uniqueness, and expect that even large chain venues will have something unique to offer; they’re not into “cookie cutter”.
- But what does all of this mean when you’re attempting to connect with millennial event planners and convert them to loyal customers?