Millennial's receive a lot of attention — and most of it is lazy. From being described as lazy to spoiled to entitled, the group born between 1981 and 1997 get unfairly put into a box. However, like most stereotypes, these descriptions are fair or accurate. Reaching millennial's means understanding them beyond the stereotypes.
One thing’s for sure — millennial's aren’t easily fooled by marketing and advertising tactics. Growing up in the age of technology and hyper-advertising, they can tell when brands are being authentic. This is why it’s important to consider these tips when connecting with millennial's:
Don’t lump all millennial's under one banner
Millennial are not a homogeneous group. They are actually quite diverse in their interests and motivations. You can’t expect to come up with a streamlined strategy for all people born within the millennial age group. Understand the nuances of your particular audience and distinct them from the Millennial generation as a whole.
A good way to do this is to target millennial's based on social groups. For instance, focus your attention on population segments based on people drawn to social causes, those engaging in an alternative lifestyle or those who intently follow a particular social media celebrity. Millennial's tend to have strong attachments to their social identities based on these attributes. Aim to understand and speak to the values that drive the specific millennial group you are targeting.
Tailor your marketing to their needs
A lot of marketing strategies make the mistake of tailoring their marketing to their own needs and wants, rather than the needs and wants of their audience. For millennial's, it is crucial to keep the content short and engaging. Due to the overabundance of information that millennial's have access to at any time, they prefer content that is quick and effective. Millennial’s have a tendency to abandon connect if it’s too long.
If you haven’t noticed yet, millennial's are glued to their phones. Millennial's spend more time on their cell phones than any other device, so make sure your content is suitable and easily used on phone devices.
Be transparent, honest and upfront
A millennial is likely to spot a lie from a mile away. They value transparency and tend to mistrust businesses that are secretive about their activities. If you want to build a solid relationship with millennial's then you need to give them all the information they want and be actively involved with them.
Brands should make an effort to be transparent. Millennial's are more likely to trust and respect your brand if you are open with how you deal with customer information and provide details about your product and service without any hesitation. This is very conscious generation who are information in things like where you source your products from, how you treat your employees, what social causes are you engaged in and so forth. Providing this information front and center can be a deal maker for millennial’s making conscious consumer choices.
Ronn Torossian is the founder and CEO of 5W Public Relations