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Student and Millennial Marketing Strategies

Social Media Marketing For Millennials

With Generation Z an increasingly popular buzzword, people are forgetting about social media marketing to millenials. As part of the digital generation, millennials engage the most with brands through online and social media activity.

So unless you’ve been living under a rock, you’ll recognize the impact of social media in our day-to-day lives, and how it influences our perspectives and experiences.

But how do we utilize the value of social media marketing for our business?

It’s simple, really.

You have to create an effective strategy and understand the social media habits of the millennial demographic.

With the right strategy in place, social media marketing for millennials will build an audience, create a trustworthy brand and lead to the generation of more sales.

The Freshers Marketing Report by The Beans Group showed that 33% of students say they spend more than 20 hours a week online while at university, while Hubspot claims that 84% of millennials do not trust traditional advertising.

Elite Daily also discovered that 62% of millennials say that if a brand engages with them on social networks they are more likely to become a loyal customer, and 58% of millennials expect brands to publish content online, wanting to see that content rank authenticity before making a purchase.

And since the profit power of student and millennial audiences is astronomical, with 2.27 million students studying at UK Higher Education Institutes and a further 2.7 million studying in further education, with a combined total of £30 BILLION per year spending power (UCAS) – there’s big bucks to be made from using social media to reach millennial audiences.

Check out our handy infographic explaining the power and statistics of student spending.

Sharing over a decade of experience marketing to millennials successfully (having attracted 10,409 Millennials (aged 17-24) to our live event in Glasgow last year, with aim this year being to dominate London) we’ve calculated the do’s and don’ts of social media marketing for millennials. You’re welcome!

 

Do Make the Most of Snapchat & Instagram Stories

Though Facebook and Twitter are still popular platforms for millennials, and should definitely be used to engage with those audiences, it’s Snapchat and Instagram that are favoured by this young demographic.

New statistics by the Pew Research Centre find that 68% of millennials are on Facebook, while only 45% are on Twitter. In comparison, a massive 78% of 18-24 year olds are on Snapchat and 71% are on Instagram.

There are heaps of opportunities for marketers on these platforms, from placing video ads within live stories to taking advantage of Snapchat’s Discover platform, where media companies have their own channels.

You can also go for sponsored geofilters, which allow brands to target users based on location, giving them branded filters to put over their images. For example, last year Taco Bell’s Cinco De Mayo filter found huge success on Snapchat, being viewed more than 224 million times. Its filter transformed the face of the user into a taco covered in sauce, and this campaign became the most effective in the app’s history.

Instagram also makes the most of the appeal of visual content online, and Instagram stories have the advantage of short, concise snippets of content that you can create on-the-go, and since it expires after 24 hours, it doesn’t need to be ‘perfect’, and in fact, the more candid and authentic the content is the more likely it’ll receive millennial engagement.

 

Don’t Forget To Find Ways to Collaborate

Millennials value personalization and sincere, authentic experiences with brands. We are living in the age of authenticity – and what’s the best way to deliver candid content? By collaborating directly with your target demographic.

According to HubSpot, 42% of millennial consumers state that they want to help companies develop future products and services, coinciding with the experience economy driven by young people and the idea that millennials value experiences over things.

Creating user generated content will provide an authentic, personalised dimension to your brand that benefits both you and your followers.

Personalization matters, something that Tom McGee in Forbes summarizes, “Millennials want a customer-centric experience in which they feel wanted and valued”.

Reach out to your audience and offer them products or services for a free trial period in exchange for their stories, opinions or photos to use on social media. The fact that millennials are open to this type of collaboration will increase your sales and brand engagement since 88% of consumers trust online reviews as much as personal recommendations.

 

Do Focus on Quality Over Quantity

Since we know already that millennials prefer experiences over ‘stuff’, it probably won’t come as a surprise to hear that this demographic are more interested in high-quality content over being bombarded with a massive quantity of posts that’ll just get lost or ignored in the feed.

According to Harvard Business Review, when it comes to online marketing, 74% of millennials get frustrated by overly frequent marketing communications, and prefer fewer communications that are more relevant.

In fact, the same review shows that 70% of millennials are happy with brands tracking their consumer behaviour, going hand-in-hand with the idea that less frequent, tailored content will be more effective in brand engagement and the potential of sales and conversions.

 

Do Create Effective Video Content

Though digital and text-based stories that showcase your brand personality and culture, such as blogs, are crucial to a robust content marketing strategy, high quality, effective video content will also reel in millennial customers and grow your brand awareness and sales.

But where’s the evidence?

Well, millennials are more interested in choosing online video content than they are watching TV, since according to Cisco, 80% of all consumer internet traffic by 2020 will be from online videos, making video a sure-fire way of getting your brand noticed for the right reasons. Video content that provokes an emotional reaction will form a connection between you and your demographic. Adweek revealed that comedic video ads resulted in a 50% increase in brand familiarity.

PLUS, millennials with businesses who market to their peers, according to in-depth research by Magisto, prioritize video content as a means of reaching their demographic, with 85% using video in their marketing strategy 45% dedicated more than one quarter of their budget to it.

 

Find out more about our London and Glasgow Freshers Festival events and our philosophy of student and Millennial event marketing here.

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Festival Blog Student and Millennial Marketing Strategies Uncategorized

Freshers Festival’s Top 5 moments to look forward to at YMS19 LDN.

There are less than 2 weeks to go until the world’s largest youth marketing festival returns to The Old Truman Brewery! This April, the Freshers Festival team will be exhibiting in Zone T5 at stand 96. In honour of our stand position in T5 we bring you our Top 5 moments to look forward to at YMS19 LDN.

  1. Voxburner’s Youth Trends Report 2019

Voxburner will be launching their biggest annual research piece, the Youth Trends Report which is a 40-page guide to the emerging trends that are impacting the lives of young people today. It features the results of their survey which asked 1500 16-24 year olds from the UK a number of questions, plus the insights of a selection of expert and youth contributors from the Voxburner community.

Some of the questions you can expect to be answered are:

  • What are the top 10 brands 16-24s are most passionate about in 2019?
  • How can marketers inspire young people to become brand advocates?
  • Are Generation Z really more sensible than previous generations?

Every attendee will receive a complimentary copy of the Youth Trends Report on arrival at YMS, so make sure you register today!

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  1. Popping Your ‘Festival Cherry’ – Festivals Through the Eyes of Gen Z

YMS19 LDN promises to be the place where attendees can discover the latest trends, youth perspectives and brand case studies. Their agenda is jam-packed with inspiring speakers and experts. One particular talk that we are looking forward to is by Ricky Oscroft from Global – The Media and Entertainment Group where he discusses how brands can use the festival space to have a dialogue with Gen Z about what they chose to feature on their social feed and in their conversations; what essentially – matters.

Nearly 50% of 16-24 year olds have attended a live music event in the last 12 months – many engaging with brands across festival sites and venues. Brands, led by Marketing Directors with an average age of 42. Ricky asks, in an age where Generation Z is significantly different now than any other youth tribe before them, do we really know what’s going on in the heads of today’s young people?

If this floats your boat, catch Ricky on stage at YMS19 LDN on Tuesday 16th April from 4:15pm.

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  1. How to Attract, Engage and Retain Students with Marketing Automation

We have a passion for all things related to Higher Education here at the Freshers Festival Group and not just because we host the UK’s largest student events. We have also been working closely with the Expede Group to launch YADA Campus, a self-service management and social collaboration platform that is designed to engage students, empower teachers and assist universities.

When we saw that Ireneusz Klimczak from GetResponse will be discussing how adding marketing automation to the mix can help Universities meet their marketing department’s goals we knew that we had to add it to the diary.

Catch Ireneusz on Tuesday 16th from 12.40pm at The Higher Education Marketing Stream hosted by SMRS.

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  1. YMS Networking Drinks

We love a good party and opportunity to let our hair down – luckily YMS19 LDN are on hand to help! There will be a networking event hosted at the fabulous Juju’s Bar & Stage opposite the Truman Brewery on Tuesday 16th from 6-8pm. This will allow the delegates to mingle and chat about what they are looking forward to most on the next day’s agenda.

If you are looking for an afterparty on the 17th, Juju’s will be hosting their Brazilian Nights with cocktail deals, live music, dancing and more!

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  1. Edible Bubbles at the Freshers Festival Stand

Join us for fun, games at competitions at our stand in Zone T5! We will be revealing our Secret Garden Tour that will be taking us across the UK this September and demonstrating our vending machines that will be appearing in Campuses from London to Glasgow.

We will also be fully equipped with our edible bubble guns, so POP by to stand 96 for a little bit of fun!

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If you are attending YMS19 LDN and would like to book a meeting with us to find out more, then please do not hesitate to get in touch with Graeme Barratt at [email protected]. You can also find out more about the Freshers Festival at www.freshersfestival.com.

Categories
Student and Millennial Marketing Strategies

6 tips to boost ticket sales at your next event

Use referral marketing

Have you ever tried out a new restaurant, film or beauty product because a family or friend tried it, liked it and recommended it? That’s because 84% of us are more likely to trust recommendations from people we know.

Word of mouth marketing, or referral marketing remains a powerful marketing tool for many event organisers. Eventbrite’s 2018 Pulse Report noted that event organisers still count word-of-mouth as the third most effective way to promote events, after free social media and email.

You can make referrals work for your event by incentivising people to tell their friends and family about your event. An example is Web Summit, an annual tech conference who sold out all 25,000 of their Women in Tech tickets this year. All customers had to do was refer at least two friends using a unique link in order to get two for one tickets for the conference.

If your event has a sponsor, you could negotiate with them to offer freebies, discounts or vouchers for sponsored goods as a reward to customers for referring people. There are several different ways to incentivise referrals, so get creative and explore the different options!


Influencer Opinions

Influencer’s aren’t just great for brands, but for event organisers too. Partnering with influencers whose followers are your target audience is another way to boost ticket sales for your event.

For instance, if you’re selling tickets for a food festival, a good idea is partner with a popular food blogger or vlogger and get them to spread the word about the event to their followers via their channels. Your influencer could then offer their viewers discounted tickets using a promo code.


Media Publications

Online social guides are popular ways to reach thousands of potential attendees. Sections like ‘What’s On’ and weekend event listing tend to generate thousands of impressions from all sorts of viewers and is often an effective way to get your event on the radar.

Certain online event guides like Time Out, Secret London and The Nudge are useful for getting your event in front of a specific audience like young trendy Londoners, while DesignMyNight are great for promoting night time events and so on. There are plenty of online guides out there that can cater to your target audience, so shop around.


Introduce multiple ticket tiers

Sometimes general admission tickets just don’t cut it. Depending on your type of event, you could have general admission, VIP, early bird, student, member, family, multi admission, seating, standing…the list goes on!

A multi-tiered ticket model is especially useful if your event is offering something extra special. If you’ve teamed up with a sponsor for instance to create a special hospitality, a VIP section, after party or experiential product, then you’ll benefit from creating a different ticket with a higher price. Promoting any extra special features of your event will help to get people talking and create a sense of urgency. People will feel like they have to go in order to experience it, and will be more keen to buy special tickets.

 

Utilise your most popular channel, and explore new ones

This is an obvious one, however revisiting your most effective channel for ticket sales  — whether it’s social media, paid advertising, e-newsletters or another option, is key to reaching the right audience and driving those ticket sales.

Think about how you can maximise these channels. For example, posting on social media twice a day instead of once, sending out weekly instead of monthly e-newsletters in the weeks leading up to your event and so on. But be careful not to spam your potential attendees with too much content, as this could lose you some ticket sales!

Don’t be afraid to explore other channels too. Instagram is often underused by many brands, and targeted paid social media is still very effective in converting impressions to sales for event organisers. SEO can also serve as an option for getting the word out about your event, so be sure to optimise it across your existing channels.

 

Team up with sponsors and partners

Event sponsors and partners can be incredibly useful for driving ticket sales, especially of they have a large customer base that you could reach. Your sponsors could agree to co-promote by spreading the word about your event via their channels in exchange for brand promotion across your channels. This is often a win-win situation and is often a more cost effective way to boost ticket sales without paying for expensive ads.