Advertising
budgeting for 2013 is underway, but let’s look at 2017. That’s is the year when
Millennials – the generation now in their mid-teens to mid-30s – will have more spending power
than any previous generation. While they’re known to be the generation
of “ScreenAgers,” they’re elusive consumers thanks to a
constant barrage of marketing and advertising messages. Because of their
“always on, always connected” lifestyle, it’s easy for marketers to assume that
they’re hearing your messaging.
There
is no denying the popularity of texting and social media among these consumers.
However, a recent survey of college students conducted by UQ Marketing found
that some conversations — particularly those surrounding brand preferences —
are still too important for texting. In some ways, Millennials are more old
school than you’d think. The survey found 94.6 percent of respondents prefer to
share opinions about products they love in person.
If
you’re among the majority of brands planning to increase your online marketing budgets,
here are five tips on how to use your online resources to drive in-person
recommendations among Millennials on campus:
·
Embody a push vs pull
model
Advertising
is all about pushing information to your consumers. The problem is, Millennials
aren’t listening. Besides the fact that the number of advertisements a typical
Millennial is exposed to on a daily basis is upwards of 5,000 messages, they can
see right through traditional methods, both offline and online. Re-evaluate the
way you’re sharing your brand to your consumers in this age category. Drive
your consumers to pull the information they want, and that’s when peer-to-peer
interactions happen naturally.
Consider:
Holiday advertising is just around the corner. Pushing online coupons and advertisements
won’t resonate with Millennials quite like, say, an Instagram photo booth
would. If your Millennial-aged consumer sends an ‘Instagrammed’ photo of
themselves with their tablet of choice to Mom and Dad – with a coupon attached
– it will be much more well-received, not to mention remembered.
·
Recognize
when to market to the masses – when not to
A new product release or technology update can be valuable news to
withhold. Millennials, like anyone else, love to be the first of their friends
to discover something new. The differentiating factor of this generation
however, is the tight-knit community that comes along with Millennials in a
college campus setting. The power word of mouth marketing has on campus is
astounding, especially when those consumers depend on their peers’ opinions
before purchasing anything. Recognize the appropriate time to make news of
a launch or promotion scarce in order to capitalize on the conversations held
in person.
·
Reward
advocates in front of their peers
Many Millenials go beyond ‘Liking’ and sharing posts – throw them
a bone. Whether you publicly thank your biggest fans, send a branded gift their
way, or deem them ‘fan of the week’ in front of all of their friends, rewarding
your most vocal consumers online will spark the chatter among their peers. Last
week, a loyal Jets fan tweeted toJetBlue executives asking for a ride home in the
Jets plane. To his surprise, his wish was granted when the JetBlue twitter
account tweeted back at him “Done! – Enjoy your flight on JetGreen!” Public
recognition of devoted fan speaks volumes about your appreciation of customers,
and gives your brand the “voice” it needs to start those in-person
conversations among Millennials.
·
Get
their buy in, and turn Millennials into decision makers
Treating your Millennial-aged consumers like decision makers
drives peer-to-peer recommendations through your online communications. A
seamless way to give your younger consumers a voice is to let them tell you
what they want (and what they like), and to encourage them to gather feedback
from their friends. Think about a fashion brand like ModCloth which relies on its
online community to vote for their favorite pieces, which are then stocked on
the site. When Millennials can see their interaction being recognized online,
they’re much more likely to tell their roommate about their experience in person.
This kind of online interaction, taken offline, is a win-win, creating
evangelists for your brand.
·
Leave
your consumers with a story worth sharing in person
Don’t just think about your online community as a place that stays
online. Give your most vocal consumers a story that is worth sharing with their
peers offline. Brands like Airbnb and Getaround put an emphasis on
the tightknit culture of their Facebook communities.
With Getaround’s online user interface, users meet through
requesting and verifying car rentals. The stories worth sharing happen
between consumers. Some car owners have come back to their vehicles
post-rental, only to find flowers or cookies from the car renter. Find those
opportunities to share stories with your users, and boast what is likely
already happening right in front of you.
Offline and online integration is critical moving forward if
brands want to leave a lasting impression with Millennials. Interjecting your
message into real-world conversations via online efforts will drive those
peer-to-peer recommendations. Don’t wait until 2017 to redefine the way your
brand lives offline.
Credit: www.forbes.com
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