It’s safe to say that millennials are the largest and one of if not the most sought after demographic for advertisers and marketers. They make up nearly 23.5 percent of the population. They are also the one of the most difficult demographics to reach with advertising. It’s not impossible though, you just have to know how to speak their language. Here are 5 facts about millennials that will help you win over the toughest and most valuable demographic.
Millennials don’t respond to traditional methods
Traditional advertising is quickly becoming an obsolete way to reach millennials. It’s not very often that a millennial opens up a magazine or a newspaper, or even sits down to watch cable TV anymore. Everything they could possibly need is just a few taps, swipes or clicks away. With the largest digital presence out of all demographics, it’s no secret that the internet is where you want to be. This doesn’t mean that you have to stay away from traditional methods completely. Instead of putting commercials on television, try placing them as YouTube pre-rolls instead. Make a few adjustments to that print ad and make it a banner ad instead. Most importantly, make sure your client has a good social media presence. Social media is the best and most utilized way for millennials to share their opinions and communicate with their peers. If you can get millennials to start talking about your brand on social media, it’s some of the best exposure you can receive.
Millennials want to engage and interact
One of the reasons traditional advertising does not work on millennials is because it does not give them the opportunity to engage with the brand or with others. Social media is a great way to engage your audience. Ask them questions about your brand. Ask them questions about themselves. Have them tag your brand in pictures with your product. Use special hashtags to promote your brand. Just get them talking, any way you can. There is also one more fact about millennials that will help you get the most interaction possible: If you build an app for it, they will come.
Millennials want brands that are “real”
When I say that millennials want brands that are real, I mean that your advertising shouldn’t over embellish or try to turn the product or brand into something it’s not. Millennials can spot a fake from a mile away, and being inauthentic is one of the quickest ways to drive them off. Bottom line, know your place and know who you are as a brand. Try, but don’t try too hard.
Millennials care about quality above all
Millennials are constantly seeking the best of the best. They do not want mediocre products, and they want brands that value them as customers. Apple has such a strong following with millennials because they continue to improve and grow with every new product they release. Millennials are extremely outspoken about the products they purchase. They are frequently researching product reviews and ratings before making a purchase. Just making sure that your brand and product are the best that they can be is a great way to get that millennial brand loyalty.
Millennials want to feel in control
The main reason millennials are the least responsive demographic to advertising is because they don’t like being told what to do. Advertising “at” them, saying “Buy this!” and “Buy that!” is one of the worst things you can do. Millennials are very opinionated and want to have the final say in everything that they purchase. This is why it is important to build a relationship with them, instead of just trying to advertise to them. Again, this is where social media comes in handy. It is also important to find something that they can relate to. Use their interests as a way to build a connection. Many millennials don’t trust advertising to be honest and up front with them, so it is important that you build a relationship with them a quickly as possible. Millennials are without a doubt the most influential demographic that you can reach. Although they can be extremely fickle, if you learn about them and cater to what they like and want, their extreme brand loyalty will be a huge payoff. Hopefully this blog provided enough insight to help you start building those relationships and connections that will bring you that brand loyalty. Sources: http://www.adweek.com/news/advertising-branding/attention-brands-how-you-get-millennials-you-160575 http://www.forbes.com/sites/danielnewman/2015/04/28/research-shows-millennials-dont-respond-to-ads/#95acb895599e http://digiday.com/brands/celtraes-marketing-millennials-advertising-week-taught-us/