#NCBShow17

Promotions that Drive MillennialsWhitney LarsonPresident, Vēmos

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

Millennials

2. Value experiences over things

3. Value authenticity

4. Want personalization

5. Want participation/engagement

6. Less disposable income, but will pay more for quality

7. Always Connected

1. Between the ages of 18 - 35

#NCBShow17

Millennial way of thinking is decentralized and doesn’t follow social norms

vs

Serious generations were centralized, one that’s less personalized and focuses on a mass-market approach.

#NCBShow17

What are we doing wrong?

• Slightly more than 60% of millennials

go to nightclubs

• Only 25% of that 60% go more than once a month

#NCBShow17

What are we doing wrong?

• Expensive cover charges • High-priced drinks

• Long lines

• Slow bar service • Rude staff • Pretension • Being pushed around in crowd place

• Meat-market atmosphere

• Poor male-to-female ratio • Better ways to discover new music • Inability to have conversation

#NCBShow17

Millennials• Expensive cover charges

• High-priced drinks

• Long lines • Slow bar service • Being pushed around • Rude staff

• Pretension

• Meat-market atmosphere • Poor male-to-female ratio • Better ways to discover new music • Inability to have conversation

Nightlife• Less disposable income, but will

pay more for quality

• Value experiences

• Value authenticity & personalization

• Want participation/engagement

• Always connected

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

“I’d rather chill in and relax.”

“I’d rather spend my money on going to try some new food rather than going to an overpriced nightclub.”

“I could be doing a lot more at home for less money, with greater cultural value and without the hassle of trekking out.”

“A night out now costs almost as much as a weekend away…and a weekend away looks better on Instagram.”

The Guardian Article: Why Millennials Don’t Go Clubbing

#NCBShow17

Promotions that Drive Millennials

1. Value experiences over things

2. Value authenticity

3. Want personalization

4. Want participation/engagement

5. Less disposable income, but will pay more for quality

6. Always Connected

#NCBShow17

Focus on Experiences

#NCBShow17

Millennials are oddly nostalgic. Consider doing throwback parties or bringing in artists from days of old

#NCBShow17

#NCBShow17

#NCBShow17

Be Personal

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

Marketing Channels

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

#NCBShow17

“A night out now costs almost as much as a weekend away…and a weekend away looks better on Instagram.”

#NCBShow17

#NCBShow17

#NCBShow17

Takeaways

Create experiences

Provide personalized service

Focus on quality

Engage on the right channels