Generational Marketing: Marketing to Millennials
Marketing to millennials is all about speaking to a potential customer in a way they can relate to, and in an environment you can connect with them in. Therefore, it’s not a stretch to assume that marketing to Baby Boomers is way different than Millennials Marketing. As Millennials become the prime target for companies, marketers are beginning to explore just exactly who this generation is and how to reach them successfully. Everyone seems to have a view on the topic, but one thing is for sure: It’s not easy. In fact, marketing to this group is such a discussed and debated topic that there is an entire two day conference devoted to marketing to Millennials in Australia.
It’s definitely tricky business, but we’re sure you’re up for the challenge.
1. Who Are They?
Unfortunately, Millennials are getting a bit of a bad rap. They’re frequently seen as needy, soft, self-absorbed, and lack the ability to have meaningful relationships outside of their social media pages. But who are they really?
Millennials are considered to be the generation born around the beginning of the 1980s to beginning 2000s, although this is one of those topics in heated dispute. Millennials are smart, savvy, they have little patience, appreciate substance over simple flash, and they deeply care about their causes and community. Think of your Millennial not as hiding in a basement hunched over their phone, but rather as the one out protesting for what they believe in, and climbing the ranks quickly in their company (the no patience part). That’s the Millennial companies need to engage with, rather than the old stereotype.
2. They Are Smart
Millennials are a savvy bunch. So, when you’re marketing to Millennials you better remember that you need to be straight up with them. Flashy pitches with little substance just don’t go over as well as a campaign with emotional ties. Millennials want to feel emotionally connected to the brands they choose, either as an extended statement of themselves, or as a cause they align closely with. Loyalty and trust are the winners here.
Remember that Millennials are not just “kids, either. The Millennial generation technically includes those over the age of 30 as well, so any marketing plan should consider all segments of the generation.
3. They Have Low Patience
Saying Millennials have very low patience may sound like a bad thing at first, but it simply means they’re not going to sit around waiting for services and products on the company’s timeline. The business has to adapt to suit their needs. Remember, this is the internet generation, where information is at their fingertips instantly, and their favourite brands have a team managing their social media accounts almost 24 hours a day. No wonder they don’t like to wait.
Here are a few points to consider in regards to a solid Millennials marketing strategy:
- In regards to your online strategy, make sure everything is mobile-friendly & fast (speed counts)
- They’ll want your service or product when they want it, even out and about, so you better be ready to offer it on whatever platform they’re using
- Make sure your website/blog is as fast as possible, so they don’t leave the site
- They hate being ignored, so respond promptly when they engage with you
- They have no patience for mistakes, so make sure your campaign is air tight (you don’t want your hard work to go viral for the wrong reasons)
4. They’re Unique
Millennials love exploring their own uniqueness and are not afraid of showing it off. They take pride in who they are, and they’re looking for products and services that understand and appreciate the idea of individualism. With individualism comes creativity, so when finding your Millennial audience, think more along the lines of Instagram and Pinterest rather than Facebook. Traditional marketing avenues don’t cut it when it comes to grabbing a Millennial’s attention, either. Here are a few ideas to implement in your strategy:
- Use videos & pictures for that creative edge (also quicker to absorb when browsing feeds)
- Get to know who the “influencers” are on Twitter & consider creating a partnership
- Become an authority in your space to build trust in your brand
- Tell stories rather than simple sell lines to connect emotionally
As much as they share certain traits, Millennials make up everyone from students just getting out of college to CEOs of big business. They’re artists, tech gurus, and business owners, parents, married and single. Basically, your marketing campaigns need to be as unique as your audience. It’s best to segment your marketing plans into separate groups rather than trying to hit them all with one message. It probably won’t be successful.
5. They Care
Perhaps the most important aspect of marketing to Millennials is to truly understand how passionate they are; not only about how they live their own lives, but about how they care for their friends and the world around them. The brands that grab the attention of this generation are the ones committed to making the world better. Think experiences vs. stuff. This is the generation of the tiny house movement, after all.
Millennials want to engage and be a part of a strong community, so social media is the best way to go. It also helps if your brand is associated in any way with a cause. If you’re not currently helping out a charity or other great cause, it’s a good excuse to start. Why not help your business and your community?
Hopefully we’ve helped you figure out how to find your Millennials audience, and given you some tips on how to approach them. The Millennial generation is going to expect the world from your brand, so you better be prepared with a solid reason why they should choose you.
Keep reading the Milgrom Marketing blog for the next chapter in our Generational Marketing series: Marketing to Baby Boomers. And for help with your own social media marketing to Millennials strategy, contact Milgrom Marketing today to get your free consultation.