Many brands cite Millennials as their primary target audience and with good reason. Millennials are old enough to have the money they need to put towards everything from a $4 cup of coffee and often a down payment on a house. The 80 million members of the millennial generation (born 1977 to 1995) represent 25% of the U.S. population and more than $200 billion in annual buying power, according to Barkley’s report, “American Millennials: Deciphering the Enigma Generation.”
As a millennial, I thought it was important to share how brands can continue to attract or repel me from engaging, purchasing or being an advocate of their brand.
#1. Problem: Getting our attention.
One of the biggest problems a brand has is simply getting my attention. Studies show that millennials see over 1,000 marketing messages per day, so making yours stand out is no simple task.
#1. Solution: Get us to like you (in real life not just on Facebook) and show us creative content.
It’s essential that brands focus on trust and loyalty. Nothing gets by us and we want you to know that it’s not just about liking the content of the message but liking its source as well.
It’s not to say that creative content is not important, it absolutely is, but creating a unique marketing experience attracts more of us to your content by creating a buzz about it. However, don’t forget that the content must be relevant.
#2. Problem: We know you’re selling to us.
We are no dummies to advertising and we can recognize ads in an instant. Unless it’s relevant, creative and from a brand we like we may ignore it.
#2. Solution: Show us what makes your brand different.
While you’re showing us creative content also display what makes your brand better than your competitors. Make your content informative as well as creative.
#3. Problem: We pay attention to PR crises
While it may be difficult to get us to pay attention to your ads, a brand’s mistakes are something we notice. We know what fast food restaurants give money to anti-LGBT organizations and which fuel company has had the most recent oil spills. We hear about your PR crises, we care about them and they affect our buying habits.
#3. Solution: Have a crisis communication plan in place.
It’s important to have a team and plan prepared in case a crisis issue surfaces. Minutes matter, so be honest and timely with us.
Anything we’re missing?