Millennials are unlike any generation before them. And yes, marketing to them is relevant and should be part of your strategy.
Born between 1980 and 2000, they were raised with the internet during a lot of their formative years, making them the first “digitally native” generation with access to unlimited information.
They tend to be fickle with their preferences and scoff at anything traditional from marriage to newspapers. However, just because they are hard to reach doesn’t mean businesses shouldn’t try. Millennials are expected to have the most spending power than any other generation as of 2018 and they are the largest demographic segment in the country at roughly 90 million strong.*
So, how do you tap into that revenue potential? Here are some tips to effectively reach this unique, complex generation.
1) Stay Social. Millennials are tech-savvy and heavily integrated into social media. In fact, 62% of millennials say that they are more likely to become a loyal customer if a brand engages with them on social networks. In addition, millennials have been bombarded with advertisements their entire lives and as a result, they have learned to block out traditional advertising channels. Instead, they rely heavily on recommendations from friends, family and social influencers. Post regularly with fun, engaging content that encourages viewers to act and make a point to interact with them so it feels more like a community than an advertisement. Partner with local bloggers and other social influencers to better distribute your message among your target market.
2) Go Mobile. It’s no surprise that Millennials live on their smart phones. Recent Nielsen research shows that 85% of millennials own smartphones. So, if you’re trying to reach this generation, go where they are- the palm of their hands. First things first, make sure that your website is mobile responsive and user friendly. Millennials expect things to be quick and easy and they will be the first to leave your website if they find it difficult to navigate. Once your website is mobile friendly, consider mobile marketing. Through digital ads, apps and messages, businesses can still effectively reach millennials when nothing else is working.
3) Give Them an Experience. Because Millennials tend to tune out traditional marketing and advertising methods, brands are incorporating experiential marketing to reach this ad-weary group. The idea is to create a closer bond between the consumer and the brand through a memorable experience. If the event stirs genuine positive emotions, they are more likely to associate those positive feelings with that brand. Think of “out-of-the-box” ways you can have fun and create positive interactions with the public that tell the story of your brand.
4) Hand Out Free Swag. Once you’ve got them at your event, make sure you capitalize on the power of social media. Recent research* revealed that 81% of millennials shared photos of a branded event on social media. In addition, 67% followed the brand on social media and 56% signed up for their email list. All of these statistics came from an event where attendees received free promotional products. Give Millennials something fun or useful and they are more likely to share it with their friends. You can also encourage them to talk about their branded swag even more by offering a contest around it. Bags, t-shirts, coolers, bottles… the sky is the limit! Check out some of our favorite new items here.
The very last of the Millennial generation turns 18 this year and their aggregate annual income is expected to surpass 4 trillion dollars by 2030. Though unique and complex, Millennials cannot be ignored due to their expansive buying power and businesses must adapt if they want to remain relevant. To effectively market to them, meet them where they are and communicate with them in an engaging, honest way.