WELCOME TO
ACVB INDUSTRY BRIEFING TOPIC: MILLENNIALS ARE TRENDING
JASON MEANS DIRECTOR, MEMBERSHIP
ACVB
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Dr. Meredith Evans JIMMY CARTER LIBRARY AND THE CARTER CENTER
JASON MEANS DIRECTOR, MEMBERSHIP
ACVB
Source: whymillenialsmatter.com
ACVB INDUSTRY BRIEFING
PANEL Peter Sorckoff Chief Creative Officer / EVP Brand and Innovation, Atlanta Hawks
Rosie Judd Director of Digital Marketing & Communications, Georgia Aquarium
Ryan Seger Executive Producer / Owner, LionStar Films
Rachel Peavy
Director of Public Relations – Atlanta & New Orleans, Loews Hotels & Resorts
Cause Marketing: Millennials are Trending
GEORGIA AQUARIUM
Georgia Aquarium Over 25 million visitors since 2005 Over 100,000 Title I students 501(c)(3) nonprofit institution
Over 70,000 members
The Gift Overview
GEORGIA AQUARIUM
Getting The Message The Gift Out
Challenges With Millennials • Overcoming attraction reputation • Education about research & conservation initiatives • What’s new at the Aquarium? Why should I come back? •
How does my visit make a difference?
GEORGIA AQUARIUM
DATAThe Gift
• Data is driving much of our decisionmaking – Who are our guests and what are they looking for? Website Visitors
Website Visitors By Age 18-24
Male Female
25-34 35-44 45-54 55-64
GEORGIA AQUARIUM
The Gift CHALLENGE CONVENTION
BE DISRUPTIVE
GEORGIA AQUARIUM
The Gift EVOLUTION
• Paid Media – Shift spending to different media and smooth spending allocation • Shift some TV budget to more flexible media (digital, search, OOH) • Search has our highest ROI of all digital spend
– Utilize media that is highly promotional • High impact, inexpensive to change creative • Development of new spokes-penguins to push both promotional and conservation messaging
GEORGIA AQUARIUM
• Digital – Bring the customer experience alive online
– Create both promotional and conservation opportunities – Drive website traffic through search and mobile opportunities
The Gift EVOLUTION
GEORGIA AQUARIUM
• Social Media – Experiential Marketing – Shifting to live video opportunities and partnerships
The Gift EVOLUTION
GEORGIA AQUARIUM
• Brand
The Gift EVOLUTION
– Evolved brand to highlight relationship between entertainment, research and conservation • Our World Oceans • Caring Together
GEORGIA AQUARIUM
The Gift STRATEGY
• Goals: – Creating conversations with our guests: online and onsite – Using new technology to increase efficiency and customer experience: • Ticketing, Salesforce, Silverpop, SiteFinity CMS, Mobile Apps, etc.
– Looking ahead: • What do we need in 3 years? 5 years?
GEORGIA AQUARIUM
Thank You! Thank You!
The Gift Measuring Success
LIONSTAR FILMS
WELCOME TO THE FUTURE
THE FUTURE OF VR IT’S NOT JUST FOR GAMING
THE “PRE-EXPERIENCE” HAVE YOUR FEET IN THE SAND WHILE SITTING ON YOUR COUCH
DRAW A CROWD VIRTUAL REALITY GOGGLES ATTRACT ATTENTION
LIVE STREAM YOUR EVENT SELL VIRTUAL TICKETS FOR THOSE THAT CAN’T ATTEND
IT’S ALL HARVEST ABLE DATA
COMPLETION RATES
50% 86% VS
LINEAR VIDEO
INTERACTIVE VIDEO
CLICK THROUGH RATES
2% 20% VS
LINEAR VIDEO
INTERACTIVE VIDEO
CONVERSION RATES
DOUBLE NATIONAL AVERAGE LINEAR VIDEO RATES
IT’S ALL HARVEST ABLE DATA
LIONSTAR FILMS
RYAN@LIONSTARFILMS.COM
#Travel For Real ACVB Industry Briefing July 27, 2016
Millennials are visual creatures. . .
. . .especially when it comes to travel
Millennial Travel Habits • 42% of Millennial travel decisions are influenced by photos shared by family & friends (source: Expedia) • Only 8% of millennials would consider NOT taking their smartphone or tablet with them on a trip. (source: Hipmunk) • 97% of millennials use social media while traveling and 75% share to their social networks at least once per day. (source: The G Brief)
• 84% of millennials report that User Generated Content had more influence on purchase decisions than advertisements. (source: Bazaarvoice)
What this meant for Loews? • Small luxury brand, only 25 hotels in our portfolio. • Each property is uniquely local, with a distinctive look and feel that corresponds to our destination. • More millennials are entering their peak earning years and want luxury accommodations with personalized touches and amenities. • Strong base of loyal customers who are already sharing on social media.
#TravelForReal • Launched in 2015. • Curated from an existing “inventory” of over 38,000 user-generated images on social media channels. • Real photos. Real guests. Real experiences. • Making aspirational travel accessible.
Why it works? • Creating a conversation WITH our millennial guests (not at them). • Customers at our center, creating our messaging. • Showcasing real experiences. • Giving credit to our guests by using their social media handles in our marketing materials.
Thank you!
ACVB INDUSTRY BRIEFING
QUESTION & ANSWER
UPCOMING EVENTS
August 4:
Connect at The Garage
August 16:
FMO Training | ACVB Office
September 20:
FMO Training | ACVB Office
Register for these events on the For Members Only website at www.atlanta.net/fmo
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