Growth in the music industry is being driven by live music — and growth in live music is driven by millennials. They’re the largest generation by population, and some of the biggest live music fans as well. Are you selling enough tickets to millennial music fans?

Much has been written about marketing to the millennial generation. Now in their 20s and 30s, millennials are going to more concerts and music festivals than ever. Nearly 40% of millennials attended a concert or music performance last year.

So how can you make sure your music venue or festival speaks to this generation? Here are four key strategies.

1. Stay digitally connected

Millennials are the most digitally connected generation of adults, and the first to come of age with the internet and smartphones. To get your marketing message to them, be wherever they are online.

What you can do:

• Maintain active Facebook and Instagram accounts both for organic interaction and event promotion.
• Make sure to list events on popular event discovery sites like SongKick, Spotify, and BandsInTown. More importantly, make sure fans can buy tickets directly on those sites.
• Use marketing pixels and retargeting ads to target fans who’ve checked out your ticketing page but didn’t purchase to remind them about your upcoming show or festival.

2. Highlight the experience

Millennials love experiences, and they love being recognized for their individuality. Three out of four would rather spend money on a valuable experience than a valuable object. So focus some portion of your marketing not on how cool your show is, but how awesome and unique the experience of being at your show is.

What you can do:

• Create show recaps on social media and in marketing emails that showcase experiences from the fan perspective.
• Search social media for your festival or venue’s hashtag, and comment on post-show pictures to engage with fans and thank them for coming.

3. Strike up conversations

84% of millennials simply don’t trust advertising. However, they value authenticity and have high levels of trust for peer-generated content. That’s why you should talk to fans, and allow both your social media presence and your in-real-life venue to be a platform for conversation.

What you can do:

• Use your social media presence to ask and answer questions and foster dialogue.
• Be authentic. Develop a brand voice and values that build trust with fans. Convey them in the tone and design of your marketing and in personal communications with fans.

4. Build community

Millennials want to feel connected to a community. 81% of millennials surveyed attend music festivals to engage with a like-minded community and 79% of millennials report that attending live events makes them feel more connected to other people, the community, and the world. Online or offline, community is about engagement.

What you can do:

• Foster a sense of community in your social media and email content by being authentic and highlighting community members’ experiences or perspectives. In addition to posting and sharing content, focus on personal interactions. Ask fans what excites them, and let them know about future plans you’re excited about.
• Create a conversation zone. Nurture connections between fans by providing a designated area, time, or program at your show or festival that enables dialogue, or host a pre- or post-show gathering at your music venue.

For more essential marketing tips, check out the 2018 Music Marketing Handbook: The Essential Elements

Bill Leigh is a writer at Eventbrite, where he focuses on helping create successful live music events. He is also the former Editor-in-Chief of Bass Player magazine. When he’s not working, he splits his time between “dad mode” and “rocker mode.”