It’s no secret that the attention span of the average B2B attendee is shrinking. And why shouldn’t it? With increasing access of mobile phones and Internet, we have access to massive amounts of data and information flowing through our fingertips with every tap of our mobile devices. Additionally, the audience demographics are shifting as more millennials take their seats in general sessions. The millennial generation is significantly more connected to technology than any before them, so the way they consume information will be unlike generations past. And don’t always assume that “millennial” is based on age; the definition also includes habits and lifestyle. A 56-year-old can very well have adopted millennial behaviors.
So how can we engage this rapidly growing audience of millennials? It’s likely you already know some of these tips. It’s more important to start doing them.
Rise Above the Noise
With so much going on (technology, social media, etc.) you’re going to have to do something that grabs their attention. As a tech-savvy group, an easy way to engage a millennial is to bring a digital solution to your event. Millennials love to connect with people and interact on the cloud. Take advantage of the device they are already carrying and use it to communicate your messages and connect them to your brand. Whether it’s adding a mobile app or introducing gamification based on your brand, make sure it’s relevant and serves a clear purpose… and more importantly, that it has some sort of action. Millennials don’t just want to be handed information. They want to interact and be involved. This could include be live polling, games, check-ins, networking and discussion boards.
Short and Sweet
The average millennial stops listening at the 30-minute mark so keep presentations short and avoid busy-looking PowerPoint slides. A great lesson comes from TED Talks: not only are the presentations a mere 18 minutes, the speakers are generally engaging and humanize their content. And let them talk. Millennials are active participants so they want to be heard. Before a presentation, ask them what they want to hear about. Allowing them the opportunity to voice their interests gives you the ability to craft a keynote that is important to them.
Network, Network, Network
Allow ample time for networking. If there’s one thing millennials are really good at, it’s networking. They do it all the time on LinkedIn, Facebook and Twitter. They crave the chance to meet people.
Experience of a Lifetime
Millennials want to be more than spectators; they want to be a part of experiences. In other words, don’t talk at them about your brand. Instead, infuse them into your brand. You’ll be pleased to know that by practicing this, millennials will carry out marketing and promotions of your brand for you. How? There are a number of ways to do this…let them take photos of themselves with your brand and post it on Instagram. Or let them play with your brand physically. Live demonstrations are also more interesting than diagrams and charts.
How have you engaged your millennial audience?