Millennials have a bad rap in the eyes of Boomers and Gen X’ers. Some think we’re lazy, lack certain work ethics, are narcissistic, and don’t have worthy goals. Millennials are the first generation to grow up connected to devices, and this has had a huge impact on how we communicate, relate to one another, and even shop online. And no, we’re not going to apologize for our values.
Social life and family life is just as important if not more so than work to Millennials; traditional work days are like dinosaurs; we prefer experiences over tangible things; social responsibility is more important than profits, and we want to buy from businesses that align their values with ours, and because of this, your business needs to adapt its marketing strategy and decision-making in very specific ways.
1. Give Them Experiences and Adventures
Millennials love spontaneity and a sense of adventure, especially if the activity is fun or meaningful. When you write and post something that calls them to an adventure, they will come.
If you can plan and use unique events to promote your business, you will have captured their interest and their willingness to share. Two companies that have done this well are Taco Bell and Jack Daniels.
When Taco Bell introduced its new breakfast menu, it needed to get the word out on social media and gave an adventure as it did so. First, it identified “influencers” within the millennial population across the country and delivered a burner phone to them.
Then, on Facebook and Twitter, it announced where it would be “dropping” more phones for others to find. When the phones were found, possessors could call the corporate headquarters and receive challenges and tasks in order to win free stuff. These included such tasks as posting photos of breakfast menu items on their Facebook, Twitter, and Instagram accounts.
Jack Daniels always has an experience or adventure built into its marketing program. These have included such things as followers entering contests to tell weird bar stories or sending over photos of the strangest bars on the planet. Millennials love sharing their experiences and adventures and telling their communities to do the same.
2. Involve Them in Decisions You Make
Millennials do want to be involved in the companies with whom they do business, and they will appreciate the invitation to be involved in products and services you offer.
Offer online focus groups and encourage their participation and the participation of their communities, by asking them to invite their communities to the activities. These can be as simple as polls and surveys or they can go deeper in helping you decide what products to offer.
ModCloth does this really well. They allow their target audience to vote on items of clothing to be carried; they ask their customers to submit photos of themselves wearing items they have purchased, which are then shared on social media; they hold contests to name an item of clothing that they have acquired.
3. Personalize Their Purchases
Subscription-based purchases have become quite popular with millennials. Consider the “Dollar Shave Club,” a company that focuses on convenience by offering to deliver razors and other grooming products to customers’ doorsteps once a month. But in addition to the convenience, the site features the opportunity for any customer to personalize his order based upon preferences. And once someone lands on that site? There are entertaining videos to share with friends. The most popular one currently is its Super Bowl ad.
And personalization can even go further. Birchbox is a subscription-based beauty/grooming products seller. Customers fill out a complete profile based upon questions. Then, at the beginning of the month, a custom-made package is delivered with products that match that profile. It’s a complete surprise what items will be in those packages.
But Birchbox has not only personalized the experience but has added that sense of adventure that millennials want. Advertising that adventure all over social media is working, as well as customers being encouraged to take photos of their surprise packages and post them.
4. Invite Participation in Your Cause
Millennials want the social responsibility. If you can find a cause that is dear to your heart and invite them to participate in it with you, they will. Use all of your social media accounts to post visuals and videos of your participation in your cause. Ask followers to share the latest campaign you have relative to your charity. Your brand needs to carry with your commitment to people and/or the environment. Two companies, one medium-sized and one small, have much to teach other businesses about promoting causes on social media.
Toms Shoes began by donating a pair of shoes to a needy child for every shoe purchased, publicized this all over its social media platforms, and then expanded its program to eyewear, clean drinking water, and other things. With each new expansion, it hits social media, invites participation and urges followers to share this new cause. It posts videos of Tom’s volunteers fitting children with shoes, of happy kids with their new shoes, etc. Millennials have come to trust Toms Shoes.
Headbands of Hope is a small company founded by a millennial with a cause that no one can resist – children with cancer. In fact, the entire company was founded on this cause, although it is for profit. For every headband purchased one is given to a little girl with cancer and $1 is sent to children’s cancer research. Social media platforms are filled with children wearing their headbands – who can resist? Followers are urged to share the message, and they do.
5. Embrace New Media Technology
Having a mobile first strategy goes without saying. As of August 2015, however, there were 2 million Periscope account holders. This social media platform is growing exponentially, and millennials are a big part of this it.
Download the app and start filming your live videos. Capture your team at work and play; live stream an event you have; tell your story in a creative way. While Periscope is a relative newbie, you need to be ahead of the game on this one. Maybe Meerkat too.
Takeaway
Here’s what millennials are telling you. “As a group, we have lots of money to spend, but we are very selective about where we spend it. Show us that you are trustworthy and that you want a relationship with us before you try to sell us anything. Involve us with fun adventures and experiences; engage us by letting us participate in your business, and show us that you are socially responsible.”
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