This is my first blog post for SeriesC. I am a second-stint intern at SeriesC, and also a 21-year-old senior business major concentrating on marketing and management at Trinity University, a small liberal arts school in San Antonio, Texas.
I want to share some insights on marketing to millennials, based on my perspective both as a marketing professional and a millennial consumer. Countless articles and guides are floating around on the Internet about how to market to millennials. From my experience, I assure you that not all of them are steering you in the right direction and not every company knows what they are doing. So how do you navigate the clutter and get to the realistic and useful guides? Here are a few tips and insights:
- Use social right- Everyone will tell you that you need to use social media to reach millennials. Brands can see huge benefits from an effective social media presence, but this advice often neglects to emphasize that first you need to grow your user base and do it in the right target market. If you fail to do this you are wasting your social media investment. Campaigns that create natural buzz and drive traffic to your social pages are the best way to do this quickly. And you don’t have to break the bank to create them. See Louisville Slugger for a great case study on jump-starting organic buzz through social media.
- Don’t forget to be lean – A common mistake companies make is jumping to develop a mobile app too early because studies tell them that millennials are using apps. If you are considering doing this, stop and think about lean principles (see another SeriesC blog post on more about this). All it takes is asking your customers if they want that mobile app that you are building, and just as important, whether there are enough of them who will use it. Yes, millennials are mobile and we do use apps frequently, but for companies that plan to launch their app as a secondary customer destination, it is important to first have enough demand on your primary selling point to support it. Just like any other piece of building a lean company, telling yourself, “If [we] build it, they will come” is not enough.
- Help us convince our parents- For products that are expensive and require consumers to go through all the preliminary stages of the buying process (need recognition, information search, and evaluation of alternatives) before making a purchase younger millennials are probably going to need to consult their parents for advice or money. It is not enough to just market to your target customer; you must also have messaging for their key influencer. More often than you might realize, those influencers are Mom and Dad.
- Give us a discount- Millennials, especially college students, do not have much disposable income at this point. We love discounts! Companies like Amazon (Student Prime membership with free two day shipping) have done this effectively and seen a huge growth in millennial customers. Do this now and we’ll stay with you when we do have money.
- Be authentic – I can’t emphasize this one enough! Just because we are younger than you, it doesn’t mean we were born yesterday. We can see through false claims or attempts to be funny in ways that don’t relate to your brand or product. It’s ok, and in fact encouraged to be creative in marketing to millennials. However, you cannot forget your key messages and brand pillars. Add nuance to your messages; but don’t try to be someone you aren’t.
Our team at SeriesC creates positioning and jumpstarts innovation for established and emerging tech companies daily. If we can help you find your true authentic voice and the ideal messages for millennials, you know where to find us!