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This is a generation that cannot get enough of things like music festivals, trade shows, plays, exhibits – basically, anything that they can engage with, they will enjoy. With this in mind, it makes sense that they would desire this same kind of interaction with the brands that they know and love.
“Experiential marketing is all about providing a consumer with a memorable experience that he or she will associate positively with the brand responsible for giving them that experience in the first place!” says Tradeway’s Greg Martin. “The best way in which to go about this is to integrate the brand and the experience into the millennials’ environment. In short, know where they are, and make an effort to bring your brand and the experience at the heart of your campaign directly to them. If you wait for them to come to you, rest assured that one of your competitors will get there first!”
Millennials Want Genuine
Seeing as though they spend hours upon hours on social media, many business owners make the mistake in assuming that all millennials are superficial when, in fact, what most of them crave more than anything else is authenticity. Experiential marketing provides businesses with a chance to interact with this generation honestly and on a more intimate level, thus making it easier for them to form a real connection with the brand.
Millennials Have FOMO
FOMO, or Fear Of Missing Out, is real amongst millennials! It’s probably the reason why they spend so much time on social media and attending events.
“Basically, make it seem like your experiential marketing event is unmissable, and every millennial within a 50-kilometre radius is almost certain to be there!” says Greg.
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