How might Selected Society Group expand its exclusive events program to attract a younger demographic?

Introduction

To expand Selected Society Group's exclusive events program to attract a younger demographic, we need to carefully analyze our current offerings, understand the needs and preferences of younger audiences, and develop innovative solutions that align with both our brand identity and the expectations of this new target group. I'll approach this challenge systematically, focusing on user segmentation, pain point analysis, solution generation, and measurement strategies.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current demographic makeup of Selected Society Group's membership. Could you provide more information on the age range of our current members and the specific age group we're targeting with this expansion?

Why it matters: This will help us understand the gap we're trying to bridge and tailor our solutions accordingly. Expected answer: Current members are primarily 45-65, targeting 25-40 age group. Impact on approach: Would focus on digital-first solutions and experiential events.

• Considering user behavior, I'm curious about the engagement levels of our current events program. What's the average attendance rate for our exclusive events, and how frequently do we host them?

Why it matters: This will help us gauge the current program's success and identify areas for improvement. Expected answer: 70% attendance rate, events held monthly. Impact on approach: Would focus on increasing frequency and diversifying event types.

• Examining our market position, how does Selected Society Group currently differentiate itself from other exclusive membership clubs or event organizers targeting young professionals?

Why it matters: Understanding our unique value proposition will help us maintain brand consistency while appealing to a new demographic. Expected answer: Known for high-end, curated experiences in art and culture. Impact on approach: Would explore ways to modernize and digitalize our curated experiences.

• Considering external factors, what emerging trends in the events and experiences industry are particularly resonating with the younger demographic we're targeting?

Why it matters: This will help us align our new offerings with current market demands and expectations. Expected answer: Immersive tech experiences, sustainability focus, and hybrid events. Impact on approach: Would incorporate these trends into our event designs and marketing strategies.