Yesterday I read a slim but interesting book called Marketing for Millennials, by Jeff Fromm and Christie Garton. It verbalized a lot of my gut instincts, and especially the gut instinct that most orchestras suck at marketing to millennials.
Roughly speaking, millennials are carbon-based human life forms aged 18-35. (For a point of reference, I’m 24.) It’s tough to generalize about an entire generation, but I’m about to do so.
- use the Internet a lot
- tend to be more politically progressive
- are extremely well-educated
- value companies with consciences
- frequently live with our parents thanks to the recession
- possess larger social networks than any other generation
And here’s an interesting factoid: there are more of us than there are baby boomers. Yup, you read that right: we’re the largest generation in American history.
You would not know any of these things based on most orchestras’ marketing efforts.
So here, without further ado, are seventeen suggestions for orchestras to keep in mind as they think about how to attract young people.