Marketing to Millennials: 4 Things You Haven’t Tried Yet

The up and coming generationWe’ve heard a lot about Millennials and how they are changing the workforce and business world. This rising generation makes up a full third of the US population, and from teenagers to their mid-30s, they’ve got a lot of buying power. Growing up surrounded by technology and bombarded by messaging of all kinds, they make decisions differently than any previous generation. There’s no way to ignore them, so instead let’s take a look at four techniques you might not have tried yet to effectively reach Millennials:

 

  1. Go Bilingual– Millennials are way more connected globally than ever before. Think about doing your marketing campaign in more than one language. While translation can be expensive, reaching thousands more who will potentially buy your products (as well as appreciate your efforts) is always worth it. Take caution to be authentic in your bilingual efforts – Google translate is likely not effective in getting the real meaning of your message across. And celebrities aren’t always the best representations of the average person in their home country.

 

  1. Be Transparent– Millennials are all about transparency. Faceless organizations that hide their true colors won’t fly with this generation. CSR is the new thing for millennials. They love to see companies giving back in some way, or even better – how their purchases from your company help further those missions. Think of Toms shoes as an example. Social media can either help your transparent image or become your grave. It is a great way to share efforts and keep your customers up to date on your latest CSR efforts or it can be where your customers attack you for mistakes and lack of honesty. Know what your company stands for and communicate it clearly with all your customers so there is no confusion. And don’t try to cover things up – this is 2015, and any Millennial with a computer (which is every Millennial) can find out what you’re really up to.

 

  1. Sell the Experience – Millennials love immersive experiences that they can share with all their friends via social media. Their lifestyle is very public, and bragging rights are a big part of how they make purchasing decisions. This is something that can (and should) play into your marketing. Millennials care about the product, but how you sell it makes a big difference. Given the choice between two similar products, Millennials will choose the one that promotes a certain, desirable lifestyle. A great example of this is Apple. They know how to sell their products and lifestyle to millennials.

 

  1. Multimedia Matters – It’s been said that Millennials have short attention spans, but it’s really more of a difference in how they experience information. Instead of broadcast television, they use YouTube to only watch the pieces relevant to them. Instead of reading an entire newspaper, they trust their friends to share articles and quotes of interest on social media. All of their choices are based on strong visual and audio cues that draw them deeper into a message. Remember that when you are coming up with your marketing campaign. Music is a big social aspect for Millennials. They share live experiences and favorite lyrics all the time on social media. Take advantage of that. A catchy song or jingle can be stuck in your head for years! Music, photos, and short videos can evoke emotions that will build strong connections to your brand.

Millennials laugh in the face of overt marketing messages. Brands must immerse themselves in the world of Millennials and speak to them as friends, sharing messages that resonate because they are authentic. We can help you craft new messages that showcase your product in a way the new generation understands – and build a positive relationship with Millennials.

About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.
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