President & Chief Marketing Officer Kevin McNulty spoke with the SportsBusiness Journal about sports viewership and about putting fans first.
When it comes to music marketing, millennial fans are poised to be a brand’s best friends. Not only are millennials the most brand-loyal generation, they want to engage with brands in the music space, according to research from music marketing agency Momentum Worldwide. Indeed, the survey found that 89 percent like brands that sponsor a live music experience and 80 percent buy from brands that sponsor a live music experience.
But attaching your name to any live music isn’t necessarily the way to win a millennial audience. We spoke with Glenn Minerley, Clio Music juror and Momentum Worldwide’s VP and group account director for music and entertainment about the smartest ways to connect with millennials.
NEW YORK CITY – October 1, 2015 – Music marketing and brand experience agency Momentum Worldwide, with leading sports and entertainment presenter AEG, has conducted the premiere research study aimed specifically at identifying the connection between live and digital music behaviors. Among the findings is that millennials, defined as people ages 18-34, want to see brands in the music space and enjoy seeing them there.
Shopper strategist Carly Johnson (Momentum Atlanta) writes that "A lot of times people associate the “Me” Millennials in a negative way, focusing on the attributes that are self-centered, demanding and picky. But the reality is Millennials didn’t wake up and decide that they were going to be this way. They grew up in a world where technology and innovation shaped them to expect anything and everything, when and where they want it."
Forbes writes on our new music research conducted with AEG saying that "Over the past several years, many brands have begun to understand just how important music is to their younger customers..."
Millennials (that's 18-34-year-olds) are more like to recommend brands who sponsor music events.
That's according to a new study, conducted by music marketing agency Momentum Worldwide and concert promoter AEG Live, who surveyed 1,048 people (75% of whom were aged 18-34).
Exclusive new research from Momentum Worldwide and AEG looks into the behaviors of music lovers, in particular millennials, and finds that millennials in particular "are more receptive than ever to marketing -- albeit done the right way."
Carly Smith (strategist, Momentum Atlanta) writes that when it comes to looking at Millennials, one size doesn't fit all and that marketers and brands need to look at behaviors, not just ages when it comes to making connections.
When senior strategist Monica Raugitinane (Momentum Atlanta) was looking for a bridal shower dress she hit upon a major retail turning point, the buying to share vs. buying to own market that Millennials and Generation Z are driving. And "as this cultural shift continues, generations of shoppers beyond Gen-Z won’t just demand access, they’ll expect it as standard."
Brands everywhere are trying to reach Millennials so Matt O'Toole (associate shopper marketing strategist, Momentum Chicago) has some advice on how brands can connect with this coveted audience by giving the people what they want.