Marketing to Millennials 101

Posted by Tony Buchanon on November 28th, 2018

The challenge facing brands, to reach consumers with the right message at the right time, hasn’t changed, but the consumers have. Thankfully, there are plenty of tried and true strategies for speaking to millennials in the right way.

Get to know your audience

Millennials are a diverse group, ranging in age from those in their early twenties to those born in 1981. If the aim is to target as many within this group as possible, utilising relevant data and analytics would be a key area of interest. Developing an understanding of who millennials are, on both a broad and a specific level, is a vital stepping stone towards reaching them with the right message.

Show them their opinions are valued

Born in the age of the internet and weaned onto social media, millennials love to share their thoughts. This is great news for brands, because it’s easier than ever to request and receive feedback, which could potentially help to improve brand communications. John O’Connor from Career Pro Inc says in order to win millennials’ attention and loyalty as customers, brands should be tapping into their creative minds and encouraging them to share their thoughts.

Engage with them online

Social media is so popular amongst millennials that it would seem a waste not to use it as a way to connect with them. It’s an added bonus that they also like to share content directly related to their favourite products and brands; according to research on millennial spending habits, "sharing purchases online makes millennials feel 'really happy' (47%), [and] also lets them show off their purchases with 27% hoping to impress followers.’ This kind of user-generated content is popular and well-trusted amongst millennials in contrast to traditional advertisements, so it’s a win-win situation.

Make them part of the brand story

Millennials love to feel like they’re part of an exclusive club when they buy from a company they like. This valuable group mentality could come through posting with a brand-exclusive hashtag, being a part of a brand-specific group on Facebook, or something a little more tangible. Brands only need to give millennials something which identifies them as part of the club, and the invaluable user-generated content will follow on their social media channels. Exclusivity is something many consumers strive for, even subconsciously, which makes it a very smart branding move.

Transparency is money

Millennials have been framed as the most sceptical generation yet; they no longer believe in the tooth fairy, and the same goes for any false promise or outlandish claim a business can make. The best way around this, is to be real. Building trust amongst the millennial market is hugely important; it comes down to letting consumers know what to expect, and then following through. Flashy sales pitches will fly over the heads of most millennials, so be authentic and consistent.

Make it Snappy

Facebook and Instagram have long been recognised as top social channels for marketing to young people, but Snapchat has become the dark horse to beat. Snapchat is the place to go for a direct line to an audience dominated by millennials, and an opportunity to deliver the authentic content they love.

Show your conscience

The world is full of environmental and social justice challenges, of which millennials are well aware. As a result, they consider corporate social responsibility (CSR) and philanthropy to be more important than ever. Millennials are the generation most likely to research the causes a company supports before buying. CSR deserves serious consideration, especially as the season of giving approaches.

Meet them where they are

The era of Space Invaders may be fading from memory, but video games are still a powerful drawcard for many millennials. Gamification is all about encouraging repeat participation by creating “the winner effect”, and millennials love to win. Beyond this, gamification also gives brands another pathway onto mobile phone screens, a place of honour in the millennial world.