marketing to millennials for zoos, aquariums, museums & attractions
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Museums, A)rac-ons & Zoos: Marke-ng to Gen Y
Colleen Dilenschneider
Director, IMPACTS Research 5 June 2012
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Overview
1) Genera-on Y-‐ Who are these people anyway?
2) Marke-ng to Millennials
3) Value of WOM and emerging marke-ng trends
4) The Four “T”s of Online Engagement
5) Five Case studies: “The Best of the Best in Online Audience Engagement”
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Who are Millennials?
• There are currently over 90 million Millennials (born 1980 – 1995; “true” Millennials born 1981-‐ 1989)
• Characterized as: • Entreprenuerial • Public service mo-vated • Connected and protected
• Tech-‐savvy • En-tled and “over-‐educated” • Community-‐oriented
• How they stack up against Genera?on X and Baby Boomers? • Meaningful work as “workplace reward” (vs. freedom or -tle)
• Had helicopter parents (vs. distant or controlling) • Crave community (vs. independence or a)ack oppression)
• Difficulty with tradi-onal hierarchy
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What do Millennials do and care about?
*Pew Research
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Tip #1) Sell your admission
74% of Millennials are more likely to pay a)en-on to a company’s messages if the company has a deep commitment to a cause Source: Cone Millennial Case Study
83% of Millennials will trust a company more if it is socially/environmentally responsible
66% will recommend products/services if the company is socially responsible
69% consider a company’s social and environmental commitment when deciding where to shop
89% are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause
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Tip #2) It’s about the experience
What you can you do: • Create mul-channel
interac-ons • Personalize experience by
knowing your audience
Source: Convergy’s Customer Management
Millennials are members of the “Experience Economy”
73% of Millennials will leave ajer one bad experience; 85% will tell others about poor experiences
Sa-sfac-on does not equal loyalty
Millennials want personalized customer service or intelligent self-‐service
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Tip #3) Get to the point & do it quickly
A picture is worth a thousand words
Millennials have A.O.A.D.D. Always-‐on-‐a)en-on-‐deficit-‐disorder
(coined by Pew Research)
Make it relevant and do it quickly to capture a)en-on
More informa-on than ever before; a lot to get through.
“Connected and distracted”
“Mul-tasking machines”
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Tip #4) Be tech-‐friendly & get social
Using social technology is natural life occurrence to Millennials. They are connected and they grew up with it
50 = median number of text messages Millennials send every day (Pew Research 2010)
43% of 18-‐24 year-‐olds say that tex-ng is just as meaningful as an actual conversa-on with someone over the phone (eMarketer 2010)
41% of Millennials have made a purchase using their smartphone (Edelman Digital)
24% of Millennials say that ‘Technology use’ is what most makes their genera-on unique (Pew Research 2010) 74% of
Millennials believe that technology makes life easier (Pew Research)
54% think technology brings them closer to friends and family (Pew research)
56% of Millennials think technology allows people to use their -me more efficiently (Pew research)
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Tip #5) Let everyone be a curator
Remember: everyone on a Millennial soccer team was an MVP
Social media means business revolves around the consumer
In large part due to social media and interconnec-vity, Millennials have “Warholism.” Anyone can be famous.
Millennials value transparency, engagement, reputa-on and communica-on
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For Gen Y, technology and connec-vity rule
33% of Millennials more likely to buy product if it has a Facebook page compared to 17% of non-‐Millennials (Boston Consul-ng Group)
48% of Millennials say word-‐of-‐mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy (Intrepid Study 2010)
43% of 18-‐24 year-‐olds say that tex-ng is just as meaningful as an actual conversa-on with someone over the phone (eMarketer 2010)
41% of Millennials have made a purchase using their smartphone (Edelman Digital)
27% = approximate decline in email usage among those ages 12-‐34 over the past year (ComScore Study 2010)
19% of Millennials have voted on American Idol (Pew Study 2010)
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The Bass Model
“Q” -‐ the coefficient of imita-on -‐ has a value 12.85x greater than that of “P”-‐ the coefficient of innova-on. This is cri-cally important to understand as there is no amount of adver-sing or other forms of “P” that will overcome a deficiency of earned media (i.e.-‐ “Q”)
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Public sources of informa-on Reach: Via what channels do people acquire informa7on?
443.2
287.6
233.8
157.2
108.4 111.6 109.6
76.2 74.3
54.5
12.3 9.8 8.7
495.9
403.5
237.0
120.6
179.6
148.7
109.1
71.3 69.6
50.3
9.4 9.5 8.8
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
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Public sources of informa-on Trust: How credible are the respec7ve informa7on channels?
134.5
112.2
289.6
187.6
121.6
199.5
143.2 141.0
245.2 243.1
43.8 51.1 44.4
152.5
119.8
284.3
192.3
128.7
211.1
112.3
138.8
242.9 244.5
29.6
48.7 44.1
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
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Public sources of informa-on Amplifica7on: What is the re-‐distribu7on poten7al of the respec7ve informa7on channels?
98.7
186.0
91.2
177.4
89.4 99.7
31.3
12.8 19.4
55.8
24.3 9.4 10.3
99.2
235.5
92.7
175.8
92.0 101.8
29.6 13.4 19.1
64.8
22.7 9.2 9.6
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
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Public sources of informa-on Overall Value: What are the weighted, rela7ve values of the respec7ve informa7on channels?
269.0 274.4 282.3
239.2
53.9
101.5
22.5 6.3
16.2 33.8
0.6 0.2 0.2
269.7
409.3
224.6
146.6
76.5
114.9
13.0 4.8 11.6
28.7
0.2 0.2 0.1
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
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The four “T”s of online engagement
1) Tone
– Let folks get to know you • Is there a human being back there?
2) Touchability – Make it relevant
• Is this ini-a-ve accessible to me?
3) Transparency – Be real and authen-c
• Can I trust you?
4) Timeliness – Tie it to current events. Make it -mely and urgent
• Why can’t I pay a)en-on to this later?
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Creating excitement for a new project Winner: Museum of Science and Industry’s Month at the Museum
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Why it’s the best:
Tone: • Kate was chosen by public -‐ silly and curious
Touchability: • Fun videos built awareness of the ini-a-ve • Accessibility, personal buy-‐in • Increased a)endance 36% in November, 20% in December
Transparency • Wrote a blog, posted videos, and was available on-‐site
Timeliness • New, garnering a)en-on • 1 month -meframe
• Compe--on to live one month in a glass room at the Museum (Oct – Nov 2010) • Over 1,500 applicants posted 60 second YouTube videos • The winner, Kate, was chosen by judges and the public
• 460 million impressions • Conducted again in 2011 with Kevin Byrne
The Basics: The play-by-play
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Turn-around of a possible PR crisis Winner: The Shedd Aquarium vs. high
dolphin calf mortality rates
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The play-by-play • The Shedd Aquarium shared birth of dolphin calf, despite high mortality rates • The dolphin calf didn’t make it • Received over 103 Facebook comments within one hour of pos-ng on Facebook • Comments were very personal and empathe-c, crea-ng strong, personal -es Why it’s the best:
Tone • Spoke in layman’s terms (empathy) • Displayed emo-on (human value)
Touchability • Allowed themselves to be sad (did not distract) • Responded with thanks (as a person would respond)
Transparency • Publicized the birth (crea7ng rela7onships with audiences) • Made audiences aware of threats (addressing them)
Timeliness • They shared the news on all channels at once (respec7ng all audiences) • They followed up (keep audiences engaged)
The Basics:
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Public ditching of a social media strategy that didn’t work
Winner: The Brooklyn Museum’s switch to Meetup.com
Best
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The play-by-play • Brooklyn Museum’s 1st Fans ini-a-ve dropped Twi)er, Facebook and Flickr • Turned focus to using Meetup.com • Other channels were causing problems:
The Basics:
Why it’s the best:
Tone • Prac-cal, behind the scenes, unapologe-c
Touchability • Had goals to be “touchable/relatable” in different ways • Found an online playorm that worked
Transparency • Assessed playorms and shared findings • Help move industry forward while keeping audiences in the loop
Timeliness • Shared informa-on as it happened
• Wanted on-‐site engagement
• People were not responding online • Li)le communica-on among audience
• High administra-ve overhead
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Showing off pride & personality Winner: Museums Betting Artwork on the Super Bowl (originally by Indianapolis Museum of Art and
the New Orleans Museum of Art)
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The play-by-play The Basics: • Indianapolis Museum of Art (Max Anderson) and the New Orleans Museum of Art
(John Bullard) made public bets on who would win 2010 Super Bowl • Bet famous works of art from collec-ons • New Orleans won, IMA lent Turner’s FiIh Plague of Egypt for three months • Milwaukee Art Museum and Carnegie Museum of Art wagered a Renoir
(Carnegie) and a Caillebo)e (Milwaukee) in 2011 Super Bowl
Why it’s the best: Tone
• Directors are the voices. “Talked smack” • Art museums have a sense of fun, risk and adventure
Touchability • The bet mixes unexpected popular cultures/interests • Align value/pride with community
Transparency • Began with open communica-ons for all to see
Timeliness • In -me for Super Bowl
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Use of online evangelists Winner: California Academy of
Science’s NightLife Insiders
Best
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The Play-by-play The Basics: • California Academy of Sciences recruited six NightLife Insiders for weekly program • Insiders selected by based on originality, humor, quality of wri)en essay, and
ac-vity in social media • Insiders trade “insider experiences” for posi-ve word of mouth and social media
Why it’s the best: Tone
• Use voice of “creators” and “cri-cs” for amplifica-on and credibility • NightLife Insiders have different voices, maximize reach
Touchability • Known online personali-es help make accessible • Provide insiders with relevant experiences • Organic, promo-onal content
Transparency • Outlined ini-a-ve, applica-on and “payment”
Timeliness • Three-‐month -me period • Prep for each NightLife event
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