Friday, August 25, 2017

Conference Planners: Make Every Moment Instagramable

Planners, I pity you.

You haven't cracked Gen Y's code yet.

Now you have to wow Gen Z.

The US Census Bureau reports 74 million people belong to Gen Z. In just three years, they'll represent 40% of attendees.

Their intolerance of passivity makes the rest of us look like sheep; so does their penchant for social media activism.

And therein lies both the problem and the solution, says 

No longer can you deliver your grandfather's conference and expect Gen Z to stand for it—or sit through it.

“If it’s not interactive, they’re not going to stay at the meeting,” planner Cindy Lo tells Skift. “They need to be entertained and they’re looking for those Instagramable moments.”

But if you try only to razzle-dazzle Gen Z members, Lo says, you'll fail. You have to razzle-dazzle them authentically. And you have to do it long before they'll even register.

And you have to do it long before they'll even register, because they judge a conference's real values before deciding to engage.

“Gen Z can sniff out fake so fast,” Lo says.

But how do you avoid appearing "fake?"

One way: avoid interruptive calls-to-action like "Tweet this!” in your marketing. Gen Z members understand marketing better than previous generations and abhor tacky commands.

Another: be Instagramable in your marketing. Use tons of imagery to promote your event, keep your copy short, and make both mobile-friendly. You'll not only convert more Gen Z members into attendees, you'll turn them into advocates for your brand.
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