Next Generation of Visitors Positioning your brand for the Next Generation of Visitors Tony Vann | Vann & Associates

My great Grandfather must Who is a “Gen Y?” ● Born in the mid-1980's and later ● Also referred to as “Millennials” ● According to the U.S. Census, Gen Y number approximately 70 million of population ● Fastest growing segment of today’s workforce My great Grandfather must have been a Millennial. ● Most educated generation in U.S. history

“Gen Y” Tick? What makes a ● Tech Savvy ● Family-centric ● Armed with the latest technology ● Carrying on a “continual conversation” ● Rather text, email and scan the web than speak face-to-face ● Prefers webinars and online seminars over standard lectures ● Family-centric ● Trades “high pay” for flexible hours and more “free time” ● Enjoys interactive and rich experiences over passive experiences

“Gen Y” Tick? What makes a ● Team-Oriented ● Attention-Craving ● Enjoys being part of a team or “play group” – Sense of belonging ● Always seeking input and affirmation from others ● Loyal, committed and wants to be involved ● Attention-Craving ● Appreciate being “in the loop” ● Value constant praise/rewards

Connect? million to 800 million none to 50 million How do they ● Online experiences including social media communities ● Since 2004, the number of Facebook users has grown from 1 million to 800 million ● Since 2007, the number of tweets per day has rocketed from none to 50 million ● The Three E’s: Engage, Entertain, Educate ● Chuck E. Cheese to PlayStation to YouTube ● Technology, technology, technology! *statistics according to BlogPluse, Bureau of Labor Statistics, IBIS World Internet Report, Feb 2011, Facebook

Generation Y? Does your brand speak to ● Is your brand authentic? ● Enjoy the presentation of multiple, complex concepts ● Embrace differences ● Searching for “REAL” experiences ● Do you make a head-heart connection? ● Is your organization active in the community? ● Engagement through volunteerism ● Must connect with Gen Y “moral compass”

Generation Y? Does your brand speak to ● Do you achieve brand awareness? ● Three-screen marketing tactics ● Social media community engagement ● Does your brand mission resonate? ● Start with the now, not the history. ● Position “story” about now and how conflict can be resolved ● History (as background) is important – Don’t bury the lead!

Maybe I should be more aware of my surroundings… Developing new brand strategies ● Start today: Look at your organization with a new perspective ● Ask for Gen Y help ● Critically look at your current operations ● Rebrand to connect ● Logos, websites, brochures…oh my! ● Integrate all communications (Print, web, broadcast, SM) ● Position marketing efforts to connect and grow conversions ● Engage new stake holders via social media channels Maybe I should be more aware of my surroundings… ● Don’t be afraid to try new things!

change their point of view. Why Museums must change their point of view. ● Your new competition is death ● Members of “Greatest Generation” will be gone by approximately 2025 – 12 years! ● “Baby Boomers” will be gone by approximately 2035 – 22 years! ● Stop, Stand and Stare Experiences ● “Tagging” or Rebranding an old exhibit can break the Gen Y trust factor ● Museums have the opportunity to connect with the largest generation since the “Boomers.”

I don’t think this is how Simba went out… So what’s does this all mean? ● Museums continue to be vital intellectual and tourism destinations ● Museums must understand, and use, the new tools of our trade ● If you aren’t already, get social! ● Develop exhibits which connect to your Gen Y brand ● Don’t be afraid to ask why? Gen Y always does! I don’t think this is how Simba went out…

No, he just forgot to update his Facebook status. We are here to help Q&A No, he just forgot to update his Facebook status. So the bunny died!? Tony Vann President Vann & Associates

Thank you. Enjoy the conference!