Marketing to Generation Y: Internet vs. Event

Although the Internet is a crucial part to the lives of Generation Y, it may not be the strongest and most effective way of reaching them surveys show. Marketing VOX reported last year a survey they uncovered conducted by Jack Morton revealed that 70% of 13-23 year olds prefer experiential marketing vs. Internet or television advertisements. The more involvement Gen Y has with a brand the more brand loyal they will become.

Marketing to Generation Y at events such as the Warped Tour, South by Southwest or Ozzfest will begin to establish a connection with their lifestyle to the brand. However, ensure the event you market at is in fact the target you are trying to reach. Morphing your brand to extend your target audience within Gen Y, will send them signals that you are "fake" and do not truly live the lifestyle they do, you are simply acting like it for a few days.

So what events are popular with Gen Y? A few are listed below:

• SXSW: South by Southwest brings together emerging musicians, artists, tech-gurus, and independent filmmakers for a 10 day festival in Austin, Texas. The event attracts visitors from around the world and is expected to draw over $30.9 million in revenue.
  "Interactive" March 10-14. Features over 3,343 attendees
  "Film" March 10-18. Features over 180 films screened
  "Music" March 15-19. Features over 1,332 music acts
  
  
  
• Vans Warped Tour: Features a mix of up-and-coming rock and punk artists popular with Gen Y and extreme sports. Big at the event are mosh pits, skateboarding, motocross, inline skating, bmx and more. The events are held outdoors and feature many tents selling merchandise from the sponsors, bands promoting their music, and even a "reverse daycare" where parents can sit in air conditioning (noise proofed headphones are included)!
  Runs from June 18-August 15th and tours all over the nation. For a calendar visit here.



• Ozzfest:
  Features the best in rock bands from Ozzy himself to White Zombie, Black Sabbath, and Velvet Revolver. The bands and tour dates for 2006 are still being compiled.



• MTV's Campus Invasion Tour: MTV travels the nation bringing bands to college campuses. This year's bands include Motion City Soundtrack, Straylight Run, and Hellogoodbye.



• Anger Management Tour: Tours across the nation and features the top in hip-hop artists including Eminem, 50 Cent and Lil John and the Eastside Boys.