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When it comes to attracting people to your city, you’ll see a commonality of great nightlife, food and entertainment no matter where you go. But these are all such generic “blanket” amenities, especially to millennials. No matter where you’re traveling to, of course these things are all going to be important – but it’s important to everyone.
What’s important to millennials? Well, that’s where things may be a little different. When catering to this younger generation, there are other things to keep in mind.
Hate to break it to ya, but rebrands don’t cut it – at least on their own. Sure these eye-catching campaigns and quirky taglines are cute and all, but there’s so much more to it.
When it comes to enticing people to your region, it’s about showing, not telling.
Show us the things we want to see like shopping, culture, entertainment, festivals and parades, and even walkability. A recent survey by the Rockefeller Foundation found that transportation actually factors in greatly to millennials’ choices as to where they want to spend their time. Just over 65 percent of millennials listed high-quality transportation as a top decision making factor.
Promote your city. I’ve said it once, I’ll say it a hundred times. Marketing works best when it is authentic. We want to hear about other people’s stories and experiences. We want to hear from the people who are willing to tell their stories about their cities.
Most importantly, promote the younger lifestyle. We millennials want to hear from other members of our generation. What’s the nightlife like? What are some of the hidden gems in your city, or some big name events that attract people from all over. These are things you’ll want to scream from the rooftop to millennials.
In case this wasn’t already common knowledge, let me let you in on something millennials all share: We are all foodies; We love to eat and we will be more likely to splurge on food than any other generation.
According to a survey, millennials spend on average about $21 more per month eating out. Having that said, restaurants and dining are two major opportunities to showcase to this younger generation.
Just think about all the cool videos you see on Facebook of restaurants in New York City, for example. Speaking as a millennial, I would 100 percent consider visiting the city for a weekend to try some of these outlandish, unique treats and sweets.
Affordability is another biggie. A lot of millennials are fresh out of college. While we’re all succeeding in our entry level jobs, please be cognizant to the fact that most of us were checking our bank accounts last year at this time to see if we could afford a cup of coffee from Dunkin’ Donuts.
Travel packages, special deals and promotions and affordable restaurants are all things you’ll want to highlight when enticing millennials.
And, hey, this wouldn’t be a blog about millennials if I didn’t mention somewhere the importance of social media.
But seriously, if you’re not using it, then consider starting.
There is so much to explore in the realm of social media to sell yourself as a desirable destination to millennials. Snapchat filters, geotags, live video…all of this screams opportunity.
So, what makes your city different from anyone else’s? You say you stand out? Okay, now show me.
That’s what we want to see if you want to reel us in. And where better to show us than the social media world?
This article was originally posted by Pinpoint Destination Marketing, a division of ABC Creative Group.
About The Author
Jenn Cline is another idea-based evangelist who connected with ABC after doing business with the agency as a client.
After 20 years in communications and sales, she decided to shed the stuffy layers of corporate structure to do business on her own terms. An expert marketing strategist, Jenn needed more space for creative planning and carefully measured execution.
As a marketing executive, she familiarized herself with ABC’s culture and talent. As a consultant, she sought the agency as a creative partner.
Jenn’s idea-based sales service adds a unique layer to traditional marketing. Her strategies give great consideration to conversion of a campaign. Not only does she develop plans for execution on the sales side, Jenn also works with clients to develop measurement tools that keep campaigns sustainable long term.