Who runs the world? Millennials! Sorry Queen Bey, Millennials make up one-third of our population today, making the largest generation represented.
With that being said, it’s nearly impossible for brands and marketers not to think about marketing this group since they control most of the market share. Millennials are vastly different from any other generation. They aren’t as traditional as the baby boomers or Generation X. They care about social issues, immersed in technology, and have different goals. All these things create a need to understand and develop new strategies to capture this interesting group.
In order to engage millennials, three factors are important:
Incentives, Incentives, Incentives.
Millennials are more reluctant than other age groups to look into something new, especially brands; I like to call us the “cynical” generation. Recently, Urban Outfitters wrapped up a contest in which customers were supposed to take picture-in-hand photos and use hashtags on Instagram. The prize was something that this generation is currently reclaiming Polaroid cameras, similar to the return of vinyls. To get millennials engaged, brands have to cultivate incentives that are creative as well, something millennials will enjoy and see as important.
Create an Environment
While a brand’s main objective is to sell, many brands have had shift focus to improving their selling tactics. For millennials it’s all about an experience. Think of Starbucks: it’s a home away from home. They have mellow music, outlets for electronics, jargon that’s only a Starbuck’s regular can understand, like tall, grande, venti. Starbucks creates an ambiance that’s irresistible to millennials. It’s not about the quality—it’s about the experience that a customer walks away with.
Be Accessible and Digitize
Saying millennials are obsessed with technology is an understatement, so it is vital for brands to create a digital presence. In four seconds, a brand’s layout, mobile responsiveness, or content can drive a millennial away. As for social media, a brand doesn’t have to post every day but often enough that their audience doesn’t acknowledge their absence. Engage and respond to your customers. It’s important to communicate that a brand cares about their audience.
With these three factors incorporated into your marketing strategy, millennials will be lining out the door, ready to snap and share their brand loyalty!
This guest blog post was written by PRowl staff member Taylor Carnard.