WELCOME TO
ACVB INDUSTRY BRIEFING TOPIC: MILLENNIALS ARE TRENDING
JASON MEANS DIRECTOR, MEMBERSHIP
ACVB
THANK YOU TO OUR SPONSORS
TONY CLARK PUBLIC AFFAIRS DIRECTOR
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
Peter Sorckoff Chief Creative Officer / EVP Brand and Innovation, Atlanta Hawks
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 2:
Member Orientation | ACVB Office
August 4:
Connect at The Garage
August 16:
FMO Training | ACVB Office
Register for these events on the For Members Only website at www.atlanta.net/fmo
ENJOY THE TOUR!
THANK YOU!