Annual Meeting 2024 UProot. UPgrade. UPlift.
Intentional DisrUPtion Intended to Move Sonoma County UPward
We invite you to join us for a tremendous afternoon of education and networking at Sonoma County Tourism's 2024 Annual Meeting.
With a general session focused on UProoting our thoughts around Millennial marketing, along with eight breakout sessions to choose from designed to UPend your approach to traditional marketing, this is an opportunity to connect with industry peers and gain insights into maximizing your opportunities to disrUPt and UPlift the Sonoma County tourism industry.
The New Millennial Consumer: Values, Preferences, and Trends
Matt's presentation will offer an in-depth analysis of Millennials as consumers, focusing on their values, preferences, and consumption trends. Attendees will gain insights into key factors influencing Millennial purchasing decisions, such as their preference for personalized experiences, digital engagement, and innovative products. The session aims to provide wine industry partners with effective strategies to connect with this demographic. His presentation will also explore the role of technology in shaping Millennial behavior, emphasizing the impact of social media, mobile commerce, and AI-driven marketing.
Keynote Speaker
Matt Britton is a world-renowned expert on the impact of tomorrow’s consumer on the leading brands of today. Over the past two decades, he has provided invaluable consultation to more than half of the Fortune 500 on the influence and impact of Millennials and Gen Z. Currently at the helm of Suzy, a pioneering consumer intelligence platform, Matt has facilitated a radical transformation in how brands garner real-time feedback.
Since 2016, under Matt's leadership, Suzy has garnered over $100 million in venture capital from prominent investors such as The Foundry Group, Bertelsmann Digital Media, H.I.G Capital, Tribeca Venture Partners, fashion mogul Kenneth Cole, and NBA superstar Kevin Durant. Global leaders such as Netflix, Coca-Cola, P&G, J&J, Citibank, Verizon, Nintendo, and Nestle count on Suzy to validate critical assumptions, conceive compelling new products, and construct effective marketing strategies.
Before making his mark with Suzy, Matt established MRY, a digital and social media marketing agency, in 2002. With his guidance, the one-person startup transformed into a global powerhouse with over 500 employees in a span of 14 years. MRY, known for its innovative marketing strategies and successful product launches for behemoths like Microsoft, Procter & Gamble, Ford Motors, Visa, and Google, was acquired by Publicis Groupe in 2011.
In addition to his impressive corporate achievements, Matt is also the author of the NY Times best-selling book, YouthNation. This publication serves as the definitive guide for organizations of all sizes looking to understand and leverage the power and influence of an unprecedented demographic, making its debut at #1 on Amazon's business book list.
Keynote Speaker Follow Up
List of top AI tools that Matt mentioned on stage:
- Chatbase: For creating your own AI chatbot on your website.
- Suno AI: For creating your own music (as shown during the presentation)
- Canva: For the development of creative assets like social media posts and videos
- Runway: Text-to-video AI tool
- Adobe Firefly: AI Image generator
Breakout Session (1)
Destination Drivers: Selling the Destination and Meeting the Needs of our Clients
(Rick Blackburn, brn solutions, llc.)
“Be Present” Destination sales is changing rapidly and staying on top of new trends is vital to the success of the destination. Attendees will learn about best practices of selling the destination, working with clients, and being present.
Trend Spotting: Shaping the Future of Millennial Travel with AI-Driven Marketing
(Matt Britton)
Join Matt Britton for an exploration of how to engage Millennial travelers by combining generational insights with AI technologies. As Millennials reshape the travel industry with their unique preferences, this session will delve into how AI can anticipate trends, personalize experiences, and enhance customer engagement.
Learn about AI-driven personalization, predictive analytics, and AI-powered chatbots that can offer instant, tailored service. Attendees will gain strategies for integrating AI into their marketing to attract and retain Millennial travelers, ensuring Sonoma County stays at the forefront of innovative travel marketing. This session will provide the tools needed to create impactful campaigns that resonate with the Millennial generation.
Tech Intersection: Digital Marketing Fundamentals
(Noble Studios and SCT)
Position your business for success and growth with a review of the fundamentals of digital marketing in 2024 and beyond. Award-winning Digital Marketing Agency Noble Studios will walk attendees through digital marketing best practices for positioning your business in a cluttered digital landscape. SCT Marketing staff will also be available for Q&A on how to best position your business on SCT's digital tools.
Good Company: How To Create Effective Media Relationships
(Jessica Weaver, Fahlgren Mortine, Birgitt M. Vaughan & Chris Vomvolakis, SCT PR Team)
We will explore strategies and tactics for successful media collaboration to boost your public relations efforts and maximize engagement with journalists and media outlets. Examining the latest macro travel trends shaping destination marketing will guide you through the changing media landscape.
You will learn how to craft compelling narratives that capture media attention, understand what journalists look for when covering travel and tourism, and how to assess the newsworthiness of your story. We will also discuss how to tailor your message for different types of media.
Attendees will gain insights into building and nurturing media relationships, identifying key journalists and outlets, and using effective outreach techniques to maximize coverage.
Lastly, we will review our recent initiatives and priorities, offering guidance on how to align your efforts and collaborate with the Sonoma County Tourism public relations team including best practices for hosting media and sharing information with us.
Breakout Session (2)
Destination Drivers: Working with Traveltech and Receptive Operators
(Lena Gerges and Ketty Celifie, HBX Group)
Technology has changed the way the international buyer finds your property. Learn how to work with tech tools like Hotelbeds to uncover new customers.
Trend Spotting: Generational Panel The generational differences in values-based purchase decisions
(Gen Z: Alayza Cervantes, Community Outreach Manager, Sonoma Land Trust. Millennial: Mohammed Ibrahim, Sr. Test Engineer, Keysight. Gen X: Lorez Bailey. Boomer (Generation Jones): Mark Millan, Principal – Data Instincts, Inc.)
Featuring a panel that spans the Boomer, Gen X, Millennial and Gen Z generations in a moderated conversation around value-based purchase decisions.
Tech Intersection: Solving Challenges With Enhanced Data Activation & AI Technologies
(Fahlgren Mortine)
Marketing technology continues to evolve rapidly, with new trends catering to changing consumer preferences, AI advancements, and global circumstances. Learn how to offer dynamic solutions to your customers utilizing today’s top tools to create hyper-personalized experiences based on real-time data.
Tech Intersection: Expanding the Industry’s Reach with Tourism Exchange USA
(Patrick Rodgers, Tourism Exchange USA)
As the global travel landscape continues to grow and evolve, destinations and travel businesses need to consider new approaches to product development and distribution that make it easier for consumers and travel trade alike to discover and book products quickly and conveniently. That’s why Visit California and Sonoma County Tourism are partnering with Brand USA to bring local businesses to the world with Tourism Exchange USA. The Tourism Exchange is an open platform that helps attractions, experiences and accommodations of all sizes connect live inventory and rates to distributors, tour operators and OTAs around the world. In this session, you'll learn more about trends reshaping the contemporary travel economy, get a preview of the Exchange prior to its statewide program rollout, and learn more about how your business can benefit from participating.
Good Company: Developing Great Brand Partnerships
(Karissa Kruse, Sonoma County Winegrowers & Caroline Shaw, Gallo)
This breakout session will share a framework for thinking about and developing partnership marketing with case studies of both the “expected” and “unexpected” partnerships that have driven value for the region.
We thank our sponsors for their support.
Presenting Sponsor:
Bronze Sponsor:
Happy Hour Sponsor:
