Marketing your business (or product) to Millennials can be difficult, but with these 4 tips, you'll have a better chance at gaining their trust and loyalty.
You've probably heard a lot about Millennials and their impact on our economy and workforce. Anyone born from 1980 up until about the mid-90s is considered a Millennial. What makes this generation so unique is that they are the first digital generation. Also worth noting is that older Millennials (now entering their 40's) while very comfortable in their digital world, still remember life before the internet. A perspective that's fairly different from the generations before and after them.
If your business is trying to market to Millennials I'd like to share a few insights and recommendations that have helped me connect with this generation and may help you too.
A few interesting facts about Millennials
1. They want it and they want it now.
Research has shown that millennials want instant gratification. They also make their purchases quickly and expect courteous service. Millennials do not want to wait on hold. Instead, they expect their answers immediately so they can move on to their next activity.
Do you know that the average Millennial spends 25 hours a week on social media?
That's over 3.5 hours a day, and whether they realize it or not, they’re constantly being influenced by brands online, as well as their peers. Millennials will search, ask questions, and are quick to scrutinize marketing messaging and offers. Successful companies have a plan to market to Millennials and often spend time and money developing an authentic brand on today's most influential social platforms.
2. Research, research, research.
If you're not a Millennial, you're going to want to do your homework and get to know them. You'll get a better understanding of their generation when you begin to listen to what they're talking about online. A couple of recommendations I've found helpful are:
- Sign up services like TheSkimm.com to get the news in their language.
- If you're not already, join and engage on the hot social platforms to see what these folks are sharing and posting about.
Many companies are struggling today because they’re not hearing or having conversations that are important to millennials about their products or services.
3. Participate, participate, participate.
Being where the Millennials are and seeing/hearing the conversation is the first step to connect. Millennials expect brands to be active participants - sharing their own stories and experiences online. The most successful companies are constantly participating in conversations online.
Another point to consider is that Millennials are being pulled in multiple directions. Unless you’re actively targeting them and communicating with them directly, there's a really good chance your message will get lost. Traditional mass marketing isn’t as effective as it's been with previous generations. Create a game plan to strategically target Millennials. If you give them something positive to talk about, they'll often make it known (and their own)!
4. Choose the right gifts and giveaways for Millennials.
Here's another fun fact. ASI data has shown that Millennials own more promotional items than any other generation.
This means you really need to stand out from the crowd. If you choose the right promotional product or giveaway, there's a good chance that Millennials will hold onto it, use it, and even display it. A recent article I read, mentioned that Millennials love to display things on their desks and will keep promotions on their desks for an average of 14 months! I’d love to have my prospects and clients look at my logo’d item that long. What about you?
I hope you've found these tips and strategies useful, and if you're in the market for promotional products and gifts, you'll check out my buyers guides and curated lists.
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