The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable. For Millennials, the value of a live event is in the “transparent” integrationof the live and digital experience. Take a closer look ‏at what drives Millennial behavior, and the need for marketers to adopttech-transparency to engage them. Bryan Rasch - Chief Digital Officer GMR Marketing

1. TECH ‘TRANSPARENCY’:
RETHINKING MILLENNIAL ENGAGEMENT
Bryan Rasch, Chief Digital Officer – GMR Marketing

2. “Your generation is lazy,
You don’t know what hard work means,
new “Technology” is making you soft
You are going to ruin this country”
@brasch #eventtechlive

3. Millennials?
NO… Around 1937
“Father to 25 year old son”
@brasch #eventtechlive

4. And The “technology”
RUINING AMERICA?
I plowed all day…
What’s wrong with
face-to-face…
It will rot your
brain…
Revolutionized productivity
of farming
Changed the way we
stayed connected
Opened up new forms
of entertainment
@brasch #eventtechlive

5. Technology has always defined generations
50’s
60’s
@brasch #eventtechlive
70’s
80’s

6. Then along came the
technology revolution!
PC’s!
email!
WEB!
MOBILE!
social!
All of this coincided with the rise!
of the millennial generation…!
@brasch #eventtechlive

7. Starting in 1982!
MILLENNIALS WERE BORN!
!
AND THEY Came of age !
starting with the Internet BOOM!
@brasch #eventtechlive

8. And have been a part of !
every tech advancement since…!
1995!
2000!
@brasch #eventtechlive
2005!
2010!
2012!

9. What makes millennials so important?!
THEY ARE The largest generation alive today!
Born starting in 1982, came of age starting in 2000!
80 Million in the US1 (25% of the US POPULATION)!
75% of the workforce by 20252!
@brasch #eventtechlive
1.
2.
(U.S. Census Bureau International Database 2012)
(Business and Professional Women’s Foundation 2011)

10. What makes millennials so important?!
They Impact purchase decisions of others!
Will outpace Boomer earnings by 2018 ($2.5+ trillion spending power)1!
74% influence purchase choices of other generations2!
67% share feedback on brands after any good or bad experience!
94% use at least 1 outside source for purchase decisions,!
40% use four or more sources!
@brasch #eventtechlive
1.
2.
(Harris Interactive and Deloitte study 2011)
(Edelman Berland 8095 2.0 Survey 2012)

11. What makes millennials so important?!
The first inherently digital generation!
Don’t know a world without the Internet or smart phones!
78%+ own Smartphones and 75% already buy on their phones1!
45%+ say they do most of their browsing on their phones1!
90% check their phones before doing anything upon waking1!
@brasch #eventtechlive
1.
MediaPost, Nielsen Smartphone Analytics, Nielsen State
of the Media: The Cross Platform Report

12. But for millennials!
!
It’s not about technology!
@brasch #eventtechlive

13. It’s how technology enables!
!
Their experiences!
Their Communication!
their Community!
Their Discovery of information!
Their connection to the world!
Their Lives!
@brasch #eventtechlive

14. FOR EVENT MARKETERS!
!
TECHNOLOGY Must !
transparently Add Value!
to their experiences,!
not be the experience!
@brasch #eventtechlive

15. WHAT KIND OF EVENT
EXPERIENCES DO
MILLENNIALS WANT?
@brasch #eventtechlive

16. MILLENIALS WANT
“THE EXPERIENCE”
They are all about
having EXPERIENCES
that are WORTH SHARING.
Making and capturing
MEMORIES.
Doing something
UNIQUE or SEMI-EXCLUSIVE.
It’s contextual, relevant, personal
and WHAT MATTERS to THEM.
@brasch #eventtechlive
Source: CEB IconoCulture

17. MILLENIALS WANT
“MORE OF WHAT THEY CAME FOR”
72% would rather spend their money on an experience than a thing
81% say they value experiences over material items
70% crave experiences that stimulate their senses

18. SO HOW CAN TECHNOLOGY
PLAY A ROLE IN THEIR
EVENT EXPERIENCES?
@brasch #eventtechlive

19. “TRANSPARENT” INTEGRATION
OF DIGITAL INTO LIVE EVENTS
Brands need to help them discover the unknown,
access the best of and share the unexpected
@brasch #eventtechlive

20. WHAT DOES THAT LOOK LIKE?
1 SOCIALLY SHARABLE
≠ FORCED
2 TECHNICALLY NOVEL
≠ EXPECTED
3 PERSONALLY RELEVANT
≠ BRAND
@brasch #eventtechlive

21. 1 SOCIALLY SHARABLE ≠ FORCED
@brasch #eventtechlive

22. 1 SOCIALLY SHARABLE
They Are Inherently Social
>50% of all US Twitter users
75% are on Facebook
80% view digital videos
And comprise 40% of all digital video views
26% have SnapChat app (vs. just 3% 30-64 y.o.)
They Are Creators
79% Post Photos they have taken (vs 52% avg.)
48% Post Videos they have taken (vs 26% avg.)
43% use Instagram (vs. 18% of 30-49 y.o.)
They Are Curators
@brasch #eventtechlive
61% Share Photos others took (vs 42% avg.)
56% Share Videos others took (vs 36% avg.)
Source: Pew Internet, Photo & Video Sharing – Oct 2013

23. 1 SOCIALLY SHARABLE
WE MUST GIVE THEM A REASON TO SHARE
@brasch #eventtechlive

24. 1 SOCIALLY SHARABLE
WE MUST ASK THEM TO BE PART OF THE STORY
@brasch #eventtechlive

25. 1 SOCIALLY SHARABLE
WE MUST ASK THEM TO BE PART OF THE STORY
@brasch #eventtechlive

26. 1 SOCIALLY SHARABLE
@brasch #eventtechlive
WE MUST HELP THEM HAVE
AMAZING EXPERIENCES

27. 2 TECHNICALLY NOVEL ≠ EXPECTED
@brasch #eventtechlive

28. 2 TECHNICALLY NOVEL
True Transparency is the seamless integration
of the physical and digital worlds
@brasch #eventtechlive

29. 2 TECHNICALLY NOVEL
WE MUST ENGAGE IN NEW WAYS
@brasch #eventtechlive

30. 2 TECHNICALLY NOVEL
WE MUST EVOLVE CONTENT ENGAGEMENT
@brasch #eventtechlive

31. 2 TECHNICALLY NOVEL
WE MUST MAKE THE ABSRACT REAL
@brasch #eventtechlive

32. 2 TECHNICALLY NOVEL ≠ EXPECTED
WE MUST COMBINE SIMPLE TO CREATE NOVEL
@brasch #eventtechlive

33. 3 PERSONALLY RELEVANT ≠ BRAND
@brasch #eventtechlive

34. 3 PERSONALLY RELEVANT
They want Personalization
55% say ‘I don’t follow trends; I like to think I
have my own personal style
They want Access
75% say they want brands to provide
opportunities for more life experiences
They want Local Relevance
56% say they would share their location with a
nearby company in return for a relevant coupon
or promotional deal
@brasch #eventtechlive
Sources: Edelman Berland 8095 2.0 Survey 2012
yPulse 2013
USC Annenberg Center for Digital Future 2013

35. 3 PERSONALLY RELEVANT
80% of Millennials have Smart Phones and are never shared
GPS & BEACONS
~150 FT =
BROADER REWARDS
@brasch #eventtechlive
THIS IS ME
LOCALIZED
BEACONS
AT RETAIL =
TIGHT RELEVANCE

36. 3 PERSONALLY RELEVANT ≠ BRAND
AT EVENTS REWARD WITH BETTER ACCESS
@brasch #eventtechlive

37. 3 PERSONALLY RELEVANT ≠ BRAND
AT RETAIL INTERCEPT AT THE RIGHT TIME
@brasch #eventtechlive

38. 3 PERSONALLY RELEVANT ≠ BRAND
PERSONALIZED BETTER BRAND ENGAGEMENT
@brasch #eventtechlive

39. 3 PERSONALLY RELEVANT ≠ BRAND
PERSONAL HOSPITALITY EVENT VALUE
@brasch #eventtechlive

40. REMEMBER!
TECHNOLOGY Must !
transparently Add Value!
to MILLENNIALS experiences,!
not be the experience!
@brasch #eventtechlive

41. 41
QUESTIONS?
Bryan Rasch – Chief Digital Officer
GMR Marketing
@brasch
linkedin.com/in/bryanrasch
© 2013 GMR

42. TECH ‘TRANSPARENCY’: RETHINKING MILLENIAL ENGAGEMENT
The live event experience has become increasingly laced with technology –from
interactive displays to mobile apps and all-things socially shareable.
For Millennials, the value of a live event is in the “transparent” integration
of the live and digital experience. Take a closer look ‫‏‬at what drives
Millennial behavior, and the need for marketers to adopt
tech-transparency to engage them.