Winning Over Gen Z and Millennials: BEM’s Proven Youth Marketing Tactics
To quote the ever-inspiring Broadway show, Wicked, we here at Bauer Entertainment Marketing “know exactly what you need” to capture more Gen Z and Millennial ticket buyers. We recently hosted League of Historic American Theatres members for a virtual roundtable to explore this important topic. Below you’ll find the three keys to packing your venue with younger fans!
Authenticity
Gen Z and Millenials can spot a “sales pitch” from a mile away – and immediately run for the hills. Because they’ve been bombarded with advertising since the womb, these folks crave authentic experiences and genuine communication. So, here's how you can give them just that:
Purposeful Programming: Your product is always your best marketing. If you think younger audiences will flock to a Bee Gees tribute show or a Motown musical revue, think again. Book shows that authentically align with youth interests, trends, and culture. For instance, shows that feature YouTubers and Podcasters tend to do exceptionally well with younger fans.
Put the “Social” in “Social Media”: If all of your social media posts are blatantly pushing sales, you’re doing it wrong. Instead, publish fun, engaging, and relatable content. Tap into meme culture and trendy lingo (but don’t be “cringe”). Earn “Likes” before you ask for the order.
Avoid the Hard Sell: Introduce your events with a welcoming tone. Messaging should feel like a friendly invitation rather than an aggressive command.
Meet Them Where They’re At: Attend or host youth groups, young professionals meetups, and afterschool programs to make genuine connections.
Co-branded Contests: Partner with local clubs and organizations to create relatable, relevant contests that authentically resonate with younger audiences.
AFFORDABILITY
Ticket prices can be a major barrier for students and young professionals. Make your events more accessible and affordable with these tactics:
Student Tickets: Offer special admission pricing with a student ID or .edu email address. This approach is particularly helpful in selling mid-week events.
Food & Beverage Specials: Whet their appetites. A “$5 drink & popcorn” special for students can help convince an otherwise wavering attendee to buy that ticket!
Flexible Payment Options: Introduce “Buy Now, Pay Later” plans to make attending your events easier on their wallets.
Resale Marketplace: Offer a safe and easy way for young fans to resell their tickets through platforms such as Tixel. Knowing there’s flexibility after their purchase can help reduce initial reluctance, increase tickets sold per transaction, and reduce chargebacks.
Group Discounts: Promote reduced ticket prices to affinity groups such as sororities, fraternities, and school clubs. Platforms such as FEVO can facilitate group sales success.
Community
Create a genuine sense of community to help win long-lasting loyalty. Here’s what you should consider:
Mission-driven Marketing: Younger audiences gravitate toward supporting meaningful causes. They rally behind initiatives that serve the greater good. So, convey your venue’s mission, economic impact, and how donated dollars will be allocated. Also, consider contributing a portion of each ticket sale to a respected cause. Partner with nonprofits that really matter to young people. It's not just about your event; it's also about making a difference.
Home Away From Home: Provide a safe, convenient place for parents to drop off their children for a few hours to enjoy your show. Partnerships with nearby childcare centers can be a win-win. Also, for young parents, offer events that authentically cater to both kids and parents such as The Rock And Roll Playhouse.
Social Proof: Leverage influencers to help position your venue as a hotspot for young audiences. Endorsements and encouragement from role models can be powerful!
Looking for more detailed ideas to help sell more tickets for your venue and events? Sign up for our 3 Free Ideas session TODAY!