Do you constantly scratch your head thinking, “Wow I really do not understand young people these days.” Do you look at kids and wonder why they can’t go anywhere without their phones? I would like to think it wasn’t that long ago when I was one of those young people that was misunderstood. The truth is that a lot has changed since I was in college or just starting my career. Millennials today, those born between 1981 to 1997, are more complicated than ever. If you are thinking that your business needs to appeal to a younger audience, here are four ways to reach these millennials.
Technology is the key: In years past, TV, radio, print and billboard media was how we reached our target market. Today, millennials are bypassing traditional media and are staying connected digitally and through mobile. Millennials grew up with the rise of the internet and information transparency and accessibility. So, they are accustomed to information right at their fingertips and appreciate efficiency and instant feedback. Make sure your website is optimized and mobile friendly. It is also a good idea to start emailing them regularly with useful information about your products and services. Millennials are smart-spenders and usually research online before making a purchase. By being transparent and giving them the information that they need to make their decision, it will convert them into becoming your loyal customers.
Encourage interactions: Millennials are the first generation to really embrace social media and revolutionize it to being personal platforms for their voices. As a result, millennials are more willing to share their personal lives and opinions through texting, tweeting, and posting on various platforms and apps that publish their thoughts instantaneously for all to see with their peers. This vast exchange of information has shaped the typical millennial mindset to be tolerant and receptive to different cultures, ideas, and opinions. Your brand should be mirroring the same mindset and connecting with them through social media or interactive marketing. They want to be part of your branding process and will be more than happy to share, like, and interact with your brand if you give them something to talk about.
Sell the experience: If you own a coffee shop, give them a reason to choose your coffee over the other one down the street. Tell them where your coffee is from, how it was grown, who roasted it, and how they can make a difference if they choose your coffee. Show them that while they enjoy their cup of coffee, they can also contribute to fair trade or sustainability. Millennials are frugal but will spend on a cause that they believe in. Design a business that is well-branded and you will be able to attract millennials not just with your services and products but also with the lifestyle your brand can endow them with. One way of doing this is to tell your story of how your business came to be, who you work with in the community, and how your products and services have helped enrich the community. Every business has a story worth sharing, and it will allow your customers to be a part of the story, thus creating an experience unlike any other.
Turn on your positivity: Brands that help the millennials achieve positivity in their lives have the best chance of gaining a long-lasting relationship with them. Millennials are the most educated generation but have the highest unemployment rate and the most amount of debt than any other generations. Yet, they still remain optimistic about the nation’s economy and about themselves. Brands can play a meaningful role to enhance the millennial’s pursuit of happiness by understanding how they find fulfillment in their lives. Simply by adding positive messaging into your advertising strategy is just the tip of the iceberg; there are many ways businesses can implement positive marketing strategies. Some examples could be for businesses to enhance their customer service or be more active in the community by being the first to reach out and invite the community to be part of the businesses through things such as collaborations and giveaways.
In short, reaching the millennials can be challenging, but rewarding. Remember these four things: keep up with technology, engage and interact, share your experiences, and spin things in a positive way. The world is changing faster than ever and it’s important that you can keep up with the times. If you can stick with this plan, I can promise you that you that you will be able to grow your business in no time at all.
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Giancarlo Pacheco is the Co-Founder and CEO of PCA, a full-service marketing and communications agency with offices in Los Angeles and New York. For over a decade, the agency has been a leader in providing integrated campaigns for Fortune 1000 companies. PCA has served a wide array of clients including Gilead Life Sciences, Pernod Ricard USA, Jollibee Food Corporation, AARP, City National Bank, Verizon, Philippine Airlines and Hard Rock Hotel and Casino. For more information, please visit http://www.plancagency.com.