Stats, Facts & Research

What Millennials Want From Your Next Event


What Millennials Want From EventsHosting events gives brands exposure to their target audience in a way other marketing approaches can’t deliver: An Experience. Brands know that people love a good party. And how these brands interact with attendees—pre-party, at the event, post-party—is becoming increasingly important according to research from experiential marketing software firm Splash.

Everyone knows that image is everything. A great party can make image skyrocket…and a blah party can be devastating. And it starts with the invite/event page. If it’s ugly or uninspiring, 40% of millennials say they won’t even bother going to the event. Ouch. Don’t lose such a significant part of your audience because of crap design.

So what really attracts millennials to events, whether it’s a branded activation at a music festival or a seasonal pop-up show? Of course, the topic, speaker, music or entertainment must sound great, and there must be networking opportunities to meet new people. Free food and booze doesn’t hurt either. But did you know that 47% of millennials say the main reason they attend a brand event is because of the free swag? Yep. So you better make the swag spectacular.

Millennial Event Swag CollageWhen the Splash folks asked millennials “What’s your favorite piece of swag you ever received at an event,” here’s what they said:

  • 24% love Bottles
  • 12% prefer T-Shirts
  • 10% want to wear Hats
  • 6% find Glasses fun
  • 5% need Bags for their active lifestyle

“The brands winning over the millennial generation are delivering experiences, not just things,” says Ben Hindman, co-founder, CEO of Splash in this Adweek article. “The savviest marketers understand the crucial link between events and brand loyalty—particularly when it comes to millennials. If you’re not creating experiences and memories, you’re not building anything.”


What kind of experience do you want to build with your millennial audience? Choosing the right swag can make or break your next event. Let us help. Book an appointment by clicking here or call us now at 248-538-4700. Mention the blog, and we’ll send you some SMART Swag to get the conversation started!