How to Market to Millennials
8 tips to reach and engage meaningfully
We all know the millennial stereotype: young adults in their 20s and 30s with expendable income and voracious consumption habits. Companies everywhere want desperately to reach this demographic, but traditional marketing techniques have proven ineffective in reaching out to them. So what works?
Consistent brand philosophy
Millennials want to like and know the brands they are buying from. According to studies done by SDL, nearly 60% of millennials surveyed expect consistency from the brands they engage with. If your business specialises in selling curated books, don’t try to be Kinokuniya and include books that don’t reflect your brand. Define your unique brand philosophy and stick with it.
Simply selling the features of your product is not enough. Millennials want to engage with brands that are authentic and relatable. Switch your mindset from simply hard-selling your product to selling the lifestyles to go along with your product. Traditional marketer and advertiser tend to target their audience according to the audience’s life stages, but millennials (and the subsequent generation Z) don’t always follow these linear life stages. The best way to engage millennials is by communicating messages that resonate strongly with their beliefs and social identity. One way to keep content relatable is by writing blog posts or creating videos that are informative and useful to your audience.
Be where your audience is. Most millennials discover new brands and products on social media platforms like Facebook, Twitter, YouTube, Instagram, and Snapchat. Keep in mind you’ll need to customise your content and tone depending on where you publish them; content you write for your blog isn’t likely to be suitable for an Instagram post. Post regularly and slip in special offers like free shipping or discounts to keep your audience engaged.
Yes, emails are still relevant. According to studies done by folks at Adestra, nearly 68 percent of teens and 73 percent of Millennials prefer to receive communication from a business via email. Sending out discount codes are great and can help you convert leads to sales, however, you can also use emails to build your relationship with your clientele by sending birthday wishes, product launches, and more targeted promotions. To avoid being mark as spam, keep your emails (and website) mobile-optimised and always segment your mailing list to ensure each group only receives emails with content relevant to them.
Collaborative product development
Millennials don’t spend money excessively; they prefer to invest in products that work and are actively seeking ways to be more inform on how their products are made. Instead of simply telling millennials what they want, ask them. Companies, like Everlane, send out emails to their customers asking for feedback on upcoming product developments. This approach will help you understand what your customers really want and make customers feel like they are part of your business.
Nobody convinces millennials better than their peers. Savvy shoppers will look up reviews of your products and services before they open their wallet. Reach out to influencers and get them to do the hard work of convincing your audience why your product matters. Your millennial customers are more likely to listen to influencers’ praises about your product as their opinions seem more authentic and sincere.
Surprise, surprise. As it turns out, millennials still want to interact offline with brands they care about. They like shopping online but also want the option to access the products in person. You don’t have to sign a 3-year retail lease to do this. Check out local markets and fairs or pop-up spaces like Public Garden, The Local People, and Boutique Fairs. If you happen to have a brick-and-mortar store, make sure your business is registered with Google so your business information appears in Google search engine, and your customers (or potential customers) can find you on Google maps. To register, click over to Google My Business.
Strong social impact
Nearly 80% of millennials prefer to support businesses that give back to society instead of just turning a profit. Your consumers are becoming more aware, and there’s a growing number of them who opt to support local businesses in their communities rather than big corporations. Use this to your advantage. If your business model is not set up with a strong social corporate social responsibility like Toms shoes or the local glasses company, OWNDAYS, you can always weave in social impact by collaborating on short-term projects with local non-profits and NGOs.