Research suggests that purchases driven by millennials favor experiences over possessions which has brands turning to family friendly activations to expand their reach and loyalty. But how do you build a successful event for youth and adults? You look at some key factors through the eyes of the caregivers AND their kids.

 

Messaging

What caregivers want: Clear educational or emotional incentive tied into a visually appealing and interactive event delivered to them via social channels or word of mouth

• Some things to consider: How clean and cohesive is your marketing? What opportunities does your event provide for social, intellectual, or emotional development?

What kids want: Cohesive storytelling during the event that offers an exciting adventure and exposure to beloved characters or brands

• Questions to ask: Does your event have a clear beginning, middle, and end? What characters or products will kids connect with or emulate?

 

Environment

What caregivers want: A relaxed logistical flow that is intuitive, safe, easily accessible, and highly organized

• Some things to consider: Is the reservation and check-in process seamless? Are there authority figures (i.e. security, EMTs) present and visible?

What kids want: A positive playground that compounds imaginative energy to transport them somewhere new and unexpected 

• Questions to ask: Does the scope of the event feel tailored to the age of the target audience? Does event staff engage and encourage the younger event attendants?

 

Activities

What caregivers want: An ebb and flow of physical, artistic, and socially shareable digital components with a mix of interactive and self-guided opportunities

• Some things to consider: Does your event offer hands on activities that everyone, regardless of physical capabilities, can participate in? Does your event balance adrenaline-fueled thrills with opportunities of quiet and calm?

What kids want: Elements of wonder, discovery, thrill, and competition that leads to self-success

• Questions to ask: Do your event activities promote competition and teamwork? Do you have at least one activity that has “Wow Factor”?

 

Takeaways

What caregivers want: A curated experience that entertains and delights their kids with shareable moments to share with family and friends

• Some things to consider: How has your event factored in time management so that guests can experience all the available activities? Are staff members designated to capture digital memories for guests?

What kids want: A chance to have fun, feel special, and bring home a physical reminder of their adventure

• Questions to ask: What kind of physical takeaways are you giving participants? How are you promoting the brand and furthering engagement beyond your event?