by Jessica Stresky – Account Coordinator (and millennial)
Target audience. It’s a phrase you hear countless times daily in the marketing world, and it’s something you know needs to be on point. There’s thought behind it and it’s not always as simple as it seems. Every market is unique, which means the people they need to reach vary as well. To add another layer of complexity, each of the age groups within those markets respond to different messages. This brings us to marketing to a whole new breed: millennials.
Millennials are intriguing. They’re multi-taskers, they’re sensitive and they’re not afraid to voice their opinion. Marketing should be done in a way that the audience will react positively to, not be turned off by. For millennials, use channels that they are familiar with to get the point across in a trendy and timely fashion:
Facebook, Twitter, Instagram, Snapchat, Texting, FaceTime…the list goes on and on. The point is: millennials are constantly in contact with not only their peers, but brands as well. Generation Y loves social media – take advantage of this. If your brand gives back or helps others in any way (donating, fundraising, sponsorships, etc.) showcase it! Millennials respond well when they see that companies support positive beliefs and have an active presence in the community. It’s important to remind them that behind the computer screen, the brand is human. Be personable, highlight positive ethics, and give yourself a pat on the back if your brand is doing any of these.
Millennials know when they’re being sold to – and they are not a fan. Every bit of marketing exposure does not need to feel like a formal sales pitch. Though that tactic may work on other generations, millennials would rather the ad seem natural, casual and relatable. They do not want to be forced to buy something just because they feel like it is the only option. They like testimonials, videos and authenticity. Videos are a powerful tool because they’re attention grabbing and tell a story. According to Contently, 80% of millennials watch videos on products before making an initial purchase. Try utilizing some sort of clip to attract this demographic, whether it be on social media, broadcast or pre-roll. Use the unique value that your brand encompasses and deliver the message short and sweet.
If there’s one sure-fire way to catch the eye of millennials, it’s staying up-to-date on the latest events and trends. They pay attention to what’s going on around them, and appreciate when their favorite brand does also. Tailor your content to fit what’s going on in the world. Take the #SolarEclipse2017 for example. Some of the biggest brands such as GE, Google and Corona took this opportunity to market their services and relate it to the eclipse. Corona taught people how to create their own viewing glasses from their own packaging. Clever idea to not only boost sales, but to get people excited and talking about it.
Although the mind of millennials may seem complex and confusing, marketing to them is not rocket science. As long as your brand has a good reputation, stays up-to-date on current events and uses the right platforms, you should catch the eye of a millennial.