While engagement always has been near the top of the marketing priority list, grabbing hearts and minds is particularly important when reaching for Millennials. This group, designated as those between the ages of 18-32, is seeing a definite surge in buying power. For brand marketers hoping to build a bridge to this rapidly-expanding consumer population, it is essential to consider the following strategies:
Create a Two Way Street. No, you won’t need a city permit for this one. The two-way street that benefits brand marketers is a communication channel. A presence on Millennial hangouts such as Twitter, Facebook, and Instagram is a major start. But it isn’t enough. In order to engage this digital-savvy group, marketers must heighten the online experience. Among the possibilities are loyalty programs, special events, hefty discounts, and any other offering that will help customers feel like a V.I.P.
Ultimate engagement, of course, kicks in when you invite participation. Giving Millennials opportunities to offer feedback, share photographs, and otherwise interact with your brand is pure gold.
Put Some ‘Them’ in Your Message. For the most part, mass marketing has gone the way of the dinosaur. This is particularly true when reaching for Millennials, who are much more apt to respond to customized marketing approaches. Products, services, and messaging must match the diversity of tastes and outlooks that rule their buying behaviors. Static and generalized offerings will prove woefully out of step with the Millennial mindset. Essentially, brands must be a convincing reflection of this social group.
Show You Care. Not just about your customers, but about the entire world. Millennials want to see the world become a better place. And who can blame them? Therefore, members of this group place an extraordinarily high value on corporate responsibility. Companies that publicly embrace social causes will score major points with Millennials.
If you have any questions or comments about marketing to Millennials, or about any brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.