It is important to remember that every product and service needs to be marketed differently to be effective. Within that mindset you should also be thinking how to connect with different demographics. If you already know a bit about the demographic before starting your pitch or marketing campaign, you are going to be ahead of the game.
The question of the day is: “How do I market to millennials?”
The first step in any marketing campaign is to know your customer, know the end consumer. To do that, let me introduce you to some facts about millennials:
- 66% of millennials in the US follow a company or brand on Twitter.
- 64% like a company or brand on Facebook to score a coupon or discount.
- 33% of millennials rely mostly on blogs before they make a purchase.
- 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
- 87% of millennials use between two and three tech devices at least once on a daily basis.
- 63% of millennials stay updated on brands through social networks.
- 87% of online adults in the US age 18 to 29 use Facebook, with 53% on Instagram, 37% on Twitter and 34% on Pinterest.
How do you use those facts to your advantage?
The first recommendation I have when trying to appeal to millennials is to be present where they are. The data shows that they are clearly all about social media, technology and not about traditional means of advertising. Do not spend a ton of money on radio, billboard, and newspaper ads because they are not there to see the messages! Instead take time and build profiles on the main social media sites that give them value. Do not try to sell to them, show them what you have and why they need it.
If they don’t like to be sold to, then how do you sell to them? Done right, humor is a way to show millennials that you get them and respect their intelligence. They don’t buy into being a fan of you, they want you to be a fan of them and for you to entertain them to get their attention.
How do you get and keep millennials attention?
Unfortunately for you, millennials have grown up consuming more information than any other generation. We are so used to seeing hundreds and thousands of stories every day. Our lives have been filled with scrolling through feeds, so it is important to do something to stand out.
- Thumbnails for videos and images for posts are crucial. You have a second or less to capture our attention. Millennials scroll way faster through feeds than baby boomers, so make your first impression amazing if you want to convert attention.
- We do like free things. You can hold our attention a little longer if you dangle free stuff in our face. But it has to be good free stuff, millennials are skeptical of big brands as well as into quality items.
- Post like there was no tomorrow. Millennials like a brand that constantly puts out valuable content. Do not try to sell them a product, educate them on the benefits of it.
- Find the right influencers. Kids are not going to buy an app because a guy named Larry in IT said it was the next best thing. But, if you find the right influencer on Instagram or other social media platforms, and they say the same exact thing as Larry, your app could fly into every home in America over night.
The Wrap Up
I recommend every marketing department be stocked with as much age and economic diversity as possible. Why economic and age, isn’t diversity about different races coming together? I am not a fan of hiring based off race, trying to make a balanced racial office. What I am a fan of is diversity in the ways of age and money. The reasons are simple. In my opinion, a black guy and a white guy who grew up in the same area and have about the same access to resources (money) will likely be influenced in similar ways by similar things. However, give a 60 year old $100,000 and a 18 year old the same money and I bet it gets spent very differently.
By staffing your departments with a range of ages you are able to open a conversation about how that age demographic will relate. Staffing your department with a large range of age will also benefit your creative. We all know trends come and go, but when they come back wouldn’t it be nice to have people in the office that were there for the original “cool phase”, knew how it went down, what could have been better then, and communicate that to the other age groups and come up with a common vision.
I hope this helps your marketing vision! IF there are every any questions please do not hesitate to ask! Also, if there are any areas you would like to know more about, let me know so I can get to writing!