1. Next Generation of Visitors
Positioning your brand for the
Next Generation of Visitors
Tony Vann | Vann & Associates

2. My great Grandfather must
Who is a “Gen Y?”
● Born in the mid-1980's and later
● Also referred to as “Millennials”
● According to the U.S. Census, Gen Y number approximately 70
million of population
● Fastest growing segment of today’s workforce
My great Grandfather must
have been a Millennial.
● Most educated generation in U.S. history

3. “Gen Y” Tick? What makes a ● Tech Savvy ● Family-centric
● Armed with the latest technology
● Carrying on a “continual conversation”
● Rather text, and scan the web than speak face-to-face
● Prefers webinars and online seminars over standard lectures
● Family-centric
● Trades “high pay” for flexible hours and more “free time”
● Enjoys interactive and rich experiences over passive experiences

4. “Gen Y” Tick? What makes a ● Team-Oriented ● Attention-Craving
● Enjoys being part of a team or “play group” – Sense of belonging
● Always seeking input and affirmation from others
● Loyal, committed and wants to be involved
● Attention-Craving
● Appreciate being “in the loop”
● Value constant praise/rewards

5. Connect? million to 800 million none to 50 million How do they
● Online experiences including social media communities
● Since 2004, the number of Facebook users has grown from 1
million to 800 million
● Since 2007, the number of tweets per day has rocketed from
none to 50 million
● The Three E’s: Engage, Entertain, Educate
● Chuck E. Cheese to PlayStation to YouTube
● Technology, technology, technology!
*statistics according to BlogPluse, Bureau of Labor Statistics, IBIS World Internet Report, Feb 2011, Facebook

6. Generation Y? Does your brand speak to ● Is your brand authentic?
● Enjoy the presentation of multiple, complex concepts
● Embrace differences
● Searching for “REAL” experiences
● Do you make a head-heart connection?
● Is your organization active in the community?
● Engagement through volunteerism
● Must connect with Gen Y “moral compass”

7. Generation Y? Does your brand speak to
● Do you achieve brand awareness?
● Three-screen marketing tactics
● Social media community engagement
● Does your brand mission resonate?
● Start with the now, not the history.
● Position “story” about now and how conflict can be resolved
● History (as background) is important – Don’t bury the lead!

8. Maybe I should be more aware of my surroundings…
Developing new brand strategies
● Start today: Look at your organization with a new perspective
● Ask for Gen Y help
● Critically look at your current operations
● Rebrand to connect
● Logos, websites, brochures…oh my!
● Integrate all communications (Print, web, broadcast, SM)
● Position marketing efforts to connect and grow conversions
● Engage new stake holders via social media channels
Maybe I should be more aware of my surroundings…
● Don’t be afraid to try new things!

9. change their point of view.
Why Museums must
change their point of view.
● Your new competition is death
● Members of “Greatest Generation” will
be gone by approximately 2025 – 12 years!
● “Baby Boomers” will be gone by
approximately 2035 – 22 years!
● Stop, Stand and Stare Experiences
● “Tagging” or Rebranding an old exhibit
can break the Gen Y trust factor
● Museums have the opportunity
to connect with the largest
generation since the “Boomers.”

10. I don’t think this is how Simba went out…
So what’s does this all mean?
● Museums continue to be vital intellectual and tourism destinations
● Museums must understand, and use, the new tools of our trade
● If you aren’t already, get social!
● Develop exhibits which connect to your Gen Y brand
● Don’t be afraid to ask why? Gen Y always does!
I don’t think this is how Simba went out…

11. No, he just forgot to update his Facebook status.
We are here to help
Q&A
No, he just forgot to update his Facebook status.
So the bunny died!?
Tony Vann
President
Vann & Associates

12. Thank you. Enjoy the conference!