Is your travel and leisure marketing built for Millennials?

February 3, 2012

If you want your travel or leisure brand to reach Millennials, study this Pew Research Center report that describes their distinguishing characteristics.

The Pew Research Center released a comprehensive study on Millennials, the roughly 50 million Americans ages 18-29 who have come of age in the new millennium.

The report explored the demographics, priorities, values and social behavior of this generation.

It uncovered these 8 important distinctions that any marketer of a travel or leisure brand should take note of:

  1. Millennials are more ethnically diverse than any other generation. Almost 4 in 10 Millennials classify themselves as a racial or ethnic minority, compared to less than 3 in 10 Baby Boomers.
  2. They are much less likely to be married or have children than previous generations were at comparable ages: Only 1 in 5 are married, compared to 2 in 5 for Baby Boomers at the same age. And 1 in 3 are parents.
  3. They consider their technology toys almost like a third appendage. More than 8 in 10 say they sleep with their cell phone by their bedside. Fully 2 out of 3 admit they text while driving. And 3 out of 4 have created a profile on a social networking site. By comparison, only 50% of Gen Xers and 30% of Baby Boomers have done so.
  4. Just 1 in 5 are married, but 1 in 3 are parents, owing to the high percentage of single moms in this age group.
  5. Despite coming to age during two wars, just 2% of Millennial males are military veterans, compared to 6% of Gen Xers and 13% of Bab Boomer men at a comparable age.
  6. Exercise is a big part of their lives, with 56% saying they had gotten vigorous exercise in the last twenty-four hours, compared to only 46% of the overall population.
  7. They watch less TV than other generations, with only 57% having watched more than an hour of television in the past 24 hours compared to 67% of Gen Xers and 80% of Baby Boomers.
  8. And most striking of all, 37% of all Millennials are unemployed

Here are a few examples of how this information can help guide your travel marketing efforts to Millennials:

  • Create promotions and highlight benefits that will appeal to singles.
  • Does your brand have a special appeal to physically active people? Tell them about it.
  • If you must reach them in TV, advertise on shows like The Daily Show, which reaches Millennials in large numbers.
  • If you’re doing mass media advertising, be sure to include a large social media component, since this is where they’re spending more and more of their time.
  • A huge FYI: If you’re marketing a high-ticket item, you may want to spend less on your marketing efforts to Millennials, until the economy gets stronger.

Click here for a downloadable copy of the full report, “Millennials: A Portrait of Generation Next”


Leisure marketing at its viral best: Hi-Tec Sports

June 12, 2010

Are you interested in using viral video as part of your leisure marketing mix?  “Liquid Mountaineering” by Hi-Tec Sports, an English manufacturer of waterproof shoes and hiking boots, is a textbook study on how to produce viral right.  No wonder this video got over 4 million views worldwide.

There are 3 crucial elements that makes this video work:

1. Hi-Tec has a great product with a simple benefit.

2. They chose an agency who had developed great broadcast for another leisure brand.

3. They created a scenario that fascinated outdoor enthusiasts.

Of course there’s a lot more work that goes into producing successful viral campaigns than just good production. According to a recent case study from go viral, one of the world’s most successful viral video production companies, they use the following strategy to help their clients’ videos go viral.

Go viral’s four stages to a successful viral campaign strategy:

  1. Create intriguing content that speaks the language of your target audience.
  2. Use Comscore, Technorati, and other site ranking tools to find the most popular and influential websites, blogs and forums to your target audience.
  3. Seed your video in the most relevant online environments, and reach out to online influencers who are most likely to stimulate interest among a larger community.
  4. Continually maintain and activate the content in broader video sharing and social environments, to generate the momentum necessary to reach critical mass.

Before you shift all your leisure marketing budget over to viral, be aware that even with the best advice, the odds of your video going viral are  completely unpredictable. That’s according to Tim Hwang, an internet culture expert who was recently interviewed by CNN for their article “What makes videos go viral?”.

Which is not surprising when you consider that people have uploaded more content to You Tube  in the last 60 days than the 3 original television networks have produced in the last 60 years.

Want to see how Hi-Tec helped their athletes walk on water?  Watch “The making of Liquid Mountaineering” video.

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