millennial mania! planning events for...

MILLENNIAL MANIA! Planning Events for Millennials

+introduction WHY MILLENNIALS?

In 2020, millennials will make up more than 50% of the workforce They will be the decision makers in their respective organizations and effectively shape the economic future A shift in philosophies between generations will significantly impact your events

If you haven’t already developed an event to attract the growing number of millennial philanthropists, it is time to start thinking about it

+introduction WHO ARE MILLENNIALS?

Also referred to as Generation Y or the Echo Boom are those born during the 1980’s and 1990’s—in Canada they number approximately 9.6 million First native digital generation They are socially engaged, brand driven and never without their mobile phone Most having been brought up in the digital age, they have certain expectations and preferred ways of consuming content Very vocal about whether they have a good or negative experience through social media and word of mouth

+millennials WHAT ARE THEIR CHARCTERISTICS?

Sincere, spontaneous and laid back, but enjoy the opportunity to dress- up Cool, adventurous and creative Drawn to memorable and meaningful experiences FOMO (fear of missing out) is a central cultural factor for this group More likely to support multiple charities in smaller amounts Like to be hands-on and involved in shaping their experience

This is a great opportunity to recruit a committee of 15-20 energetic and committed young professionals who will provide input and be ambassadors in promoting and selling the event

+introduction COMPETITIVE LANDSCAPE

Events to watch: Booby Ball (Rethink Breast Cancer) Scrubs in the City (SickKids Foundation) Power Ball (The Power Plant Contemporary Art Gallery) Mad Hot Ballet (The National Ballet of Canada) Motionball (Special Olympics Canada Foundation) Massive Party (AGO) Smash (Gardiner Museum)

+millennial events

Attract larger numbers (600+ attendees) General ticket price is $50-$195 (up to $700 for VIP) Less formal setting, more casual, party-like format Fun first, on-site fundraising initiatives limited Very distinct themes that change every year are popular Interactive & Instagramable elements Clever and unique collateral material—this is a visual generation unlike any other

KEY FINDINGS

+millennial events

Weave in several “wow” moments throughout the evening Can be through décor, fun activities, unique entertainment etc. Make it a ‘must-attend’ event

CREATING MEMORABLE EVENTS

Guest Experience

Food & Beverage

Connect to the Cause

Use of Technology

Sponsor Activations

+millennial events

The culinary experience at an event is paramount Unique, creative and delicious


Guest Experience

Food & Beverage


Use of Technology

Sponsor Activations

+millennial events

Connect attendees to your cause on an emotional level Craft your message specifically for your audience and event Execute the event in a way that resonates with your crowd


Guest Experience

Food & Beverage


Use of Technology

Sponsor Activations

+millennial events

Has become an expectation and if you are not using the technology, then you are not current Check-software, auction software, RIFD, VR, apps, etc.


Guest Experience

Food & Beverage


Use of Technology

Sponsor Activations

+millennial events

Beyond the traditional stand-alone, printed signage On-site sponsorship activations showcase the sponsor’s product(s), while creating memorable moments and experiences for guests


Guest Experience

Food & Beverage


Use of Technology

Sponsor Activations

+millennial events

It is important to brainstorm with the sponsors Things to consider when brainstorming sponsor activations:

What is the theme? What is the service or product of the prospective sponsor? What is the venue? (can sometimes be a factor of inspiration) What is the budget? (activation costs can either be absorbed in your budget, shared with the sponsor or negotiated to be paid for in full by the sponsor

CREATING MEMORABLE EVENTS— SPONSORSHIP ACTIVIATIONS

+millennial event EVENT FORMAT/GUEST EXPERIENCE

Location is critical—opt for unexpected venues or plan on transforming a venue space into something that is surprising and fun Make sure you venue has bandwidth to satisfy Wifi demand For SickKids Foundation’s Scrubs in the City they host at Evergreen Brick Works (revitalize brick making factory) and transform the space to match their theme of transporting their guests to a different city each year

+millennial event EVENT FORMAT/GUEST EXPERIENCE

Relaxed event format, lounge seating (no formal sit-down) Elements of your gala could include:

Cocktail reception Live entertainment Interactive food & beverage stations & mixologists Pop-up stores Fun sponsor activations Fun on-site fundraising initiative Interactive & Instagramable elements

+millennial event GUEST EXPERIENCE

Use VIP booths with bottle service and food (higher price point), as well as general lounge seating Have a lounge area with charging stations—you don’t want your guests to have low battery anxiety (could be used as a sponsorship opportunity) Provide an incentive gift to encourage social media activity: Guests could receive a gift of some kind when they send out a Tweet (or post to Instagram, Facebook) about the event Twitter/Social media wall with a livestream of the social media activity taking place online around the event


Weave in cool, Instagramable photo opportunities throughout the venue to wow guests and provide plenty of opportunities to take fun photos to share through social media

For example, Hershey’s created a “Take 5” experience for millennials at the Governors Ball Music Festival that involved five murals by five different artists for attendees to pose in front of during the event


A fun and interactive activity for the evening could be a giant version of a popular game such as Jenga, foosball, pool, etc.


Set up an Oxygen Bar for a fun opportunity for guests to take in a breath of fresh air (could be flavoured) – could be a sponsored opportunity Set up a Post Card Station with some fun, pre-printed templates where guests can send a post card to friends who could not be at the event – could be a sponsored opportunity


Set up an adult colouring station or lounge for guests – could be a sponsored opportunity Sell cool, artist-designed t-shirts produced specially for the event as a fundraising initiative Live entertainment with a DJ and/or band such as The Arkells, Tokyo Police Club, or Sam Roberts Band


Bring in a young, engaging, motivational speaker such as a professional athlete (e.g. Raptors, Leafs or Blue Jays player) or coach Schedule unexpected, pop up performances throughout the space, throughout the evening like musicians, break-dancers or something custom to your theme Incorporate a sustainability strategy for the event with visible elements such as local or responsibly sourced food ingredients, recycled cocktail napkins, etc.

+millennial event FOOD & BEVERAGE

Host interactive live food stations Incorporate fun mixologists such as Bar Chef to create custom cocktails Offer flights of local, craft beers Bring in food trucks to serve food bites Have roving beverage carts throughout the space serving specialty drinks like martinis

+millennial event USE OF TECHNOLOGY

Check-in software Event app

Could provide guests with information about all of the activities on-site as well as information about the event – e.g. floor plan, schedule, speaker bio, sponsor information, etc. Could also be used to incorporate an element of gamification into the event – e.g. if an attendee visits a certain number of activations or areas at the event, they may receive a special gift or access to a VIP lounge, etc.


Auction Management Software Offers a platform with tools to facilitate the execution of silent auctions and maximizes funds raised in your on-site fundraising programs Makes it fun and simple for your guests and modernizes your auction by removing the dated “pen and paper” system and replacing it with a digital auction with a catalogue that can be browsed and bid on via provided tablets or personal smartphones


Radio Frequency Identification (RFID) Software Wireless, non-contact use of radio frequency electromagnetic fields to transfer data between personalized tags and receivers Guests can be given personalized RFID-enabled wristbands, tickets, etc. that store their information (e.g. name, contact information, credit card information, etc.) and RFID digital receivers can be set up at different touch points (e.g. entrances to VIP areas) or with different vendors on-site to activate social media, or pay for items, make a donation


Drones Can collect aerial footage of an event to capture a unique and unexpected perspective of the scene Footage can be edited on-site and a short cut can be screened at dinner or a more complete video can be produced and used later in a highlight video Lighting display


Virtual Reality VR places the user inside an experience Users are immersed and able to interact with 3D worlds For example, Samsung is planning on creating a Samsung Galaxy Lounge at Lollapalooza where they will offer attendees exclusive pop-up performances, meet and greets and surprise appearances


Virtual Swag An online platform that replaces the traditional swag bag given to guests after an event Guests are given exclusive access to the link, which can be accessed directly through the welcome and thank you invitation emails Includes coupons and rebates from sponsors Analytics


Projection mapping--simply put it is the ability to project objects onto surfaces. It can be as straightforward as projecting onto screens or more complex as projecting interactive 3D displays onto buildings and industrial landscapes.

+millennial event SPONSOR ACTIVATIONS

Samsung Gear VR experience: Guests can jump into a 360-degree Gear VR experience like surfing in Tahiti, skateboarding in Malibu, riding a roller coaster or flying high in a hot air balloon with the help of a Samsung Gear VR headset Google Play Music Block: Google Play has a fun activation where guests can plug in a set of headphones into a wall with various headphone jacks to listen to different songs from Google Play music playlists

Google Music Box: Guests could co-DJ during the evening by contributing to an interactive playlist using the Google Music Box app


Lipstick Bar: Ladies could stop by for touch-ups and to obtain a complimentary lipstick gift sponsored by a cosmetic retailer like MAC or Sephora EOS Lip Balm Station: Similar to a lipstick bar, guests could stop by the EOS Lip Balm Station to freshen up their lips with deliciously flavoured, nourishing balms in flavours like Coconut Milk and Passion Fruit. EOS could also give samples away at the station


Check Your Heels Bar: Ladies can check their heels for more comfortable flip flops or designer flats to walk around in the event

Could be sponsored by retailers like Michael Kors, a fashion brand


Pop-up stores: Select retailers could be invited to set up pop-up stores for guests to browse their latest products and merchandise with a vendor fee and a percentage of sales going to the charity. Include hot Millennial brands like Nike, UnderArmour, Samsung, Coca-Cola, etc. Nike: Feature Nike’s leading edge designs and vibrant colours with a Giant Shoe pop-up store where guests can connect and explore the new Nike SNKRS app to make their own, custom-made kicks


Pop Art installations: Beverage brands like Coca-Cola or Pepsi could produce a photo-friendly “pop” art installation made out of cans/bottles giving their brand exposure on-site as well as online when guests post their photos to social media and share with friends Special Delivery from Amazon: E-Commerce giant Amazon could set up a virtual pop-up shop for guests to sign up for Amazon Prime accounts or download the Amazon app and choose one of a selection of items to “order” and have delivered to their home or to a friend along with a photo or special memento from the event


Gaming-themed activation: Pokémon photo opportunity with a Poké ball pit filled with buried surprises Candy Crush Soda Shop serving flavoured sodas Large screen/projector hooked up to a device where guests can play a quick game, challenge each other or watch other guests try their luck at these popular games


Car sponsor: A Millennial-targeting company such as Ford could use the event to showcase their latest models and techie features that appeal to the demographic. If self-driving cars are available by the time of the event, the car sponsor could even provide end of the night car service to take guests home


Air Canada Luxury Lounge: Flight attendants could host & serve in the lounge Buying a raffle ticket to win two tickets anywhere Air Canada flies is their “ticket” to get into this exclusive lounge (this will encourage sales). Raffle ticket could be designed to look like a boarding pass


Coca-Cola activation booth: A sponsor like Coca-Cola could also be brought in to offer a float bar, flavoured cotton candy station or a “Share a Coke” booth (customized “Share a Coke with…” bottles produced on-site

Starbucks activation: Set up a Starbucks café serving classic Starbucks beverages for guests to enjoy or set up a more interactive barista station where guests can test out their serving skills and make their own specialty coffee and tea beverages


Late Night Fast Food: Toward the end of the evening, a popular fast-food sponsor such as Wendy’s, Gorilla Cheese, 50 Pesos or Burrito Boyz could offer up fries and burgers to a hungry crowd

s the user inside an

+millennial event CONNECT GUESTS TO THE CAUSE

Memory Ball in support of Alzheimer's puts up a memory wall to remind everyone why they are there Design Exchange does Dinner by Design--The event features 11 original dining experiences, created by top Canadian designers

s the user inside an

+halainc.com

GO TO HALAINC.COM TO GET THE INSIDE STORY….

@HalaEvents

@halainc

@halaevents

PRESIDENT & CEO hala bissada, CFRE

STUDIO hala inc. 110 Logan Avenue Toronto, ON M4M 2M8

PHONE 416.413.1454

EMAIL [email protected]

THANK YOU

millennial mania! planning events for...

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