Stop looking at potential attendees as belonging to demographic groups and start planning meetings based on a “genergraphic” approach to increase group sales. Demographics show the age, gender and income of potential attendees. It can track the products they buy and how often. Genergraphics can do all of that—plus tell you how their generational mindset influenced them.
Every generation has its unique mindset. When meetings professionals speak to each generation’s language and preferences, they are providing attendees with an added value that will make an event more effective. This personalized language allows you to address one generation separately without alienating another generation.
Hotel sales directors and their staff can help meeting planners create generational functions—such as targeted entertainment, food and beverage—at their property, giving the planner an edge over the competition.
The following tips will help you shift to a generational mindset.
- Learn how to speak to a generation’s mind-set, especially the one that you don’t belong to.
- Understanding a generation’s mindset can help in the selection of menu, activities and speakers.
- Factoring the differences of each generation is important when you consider using social media (Younger audiences may respond better to Instagram while older audiences may still be on Facebook or not on social media at all).
- Focus on the complete background of the Boomers, Gen-X, and Gen-Y- (Echo Boomers) to anticipate their needs when they arrive at the convention center.
Remember, a generation’s preferences and attitudes are created by the rise and fall of birthrates and the historical and social events that happen in a person’s youth. Baby Boomers were born between 1946 and 1964, Gen-Xers were born between 1965 and 1976, and Gen-Ys were born between 1977 and 1994. Personalizing the experience for the audience will make them feel you are speaking their language.
Phil Goodman is founder of Genergraphics and has been quoted in USA Today, Wall Street Journal and Fox Television. He has worked with Harrah’s Hotel & Casinos and Hyatt and has addressed keynotes for American Hotel Association and Travel Industry of America. He is the author of Genergraphics Sales & Marketing for the 21st Century.