As days pass, marketers are targeting more and more millennials and trying to figure out what they are into. The main reason for this attitude is that the millennials are slowly gaining economic freedom and their population is higher than the previous generation.
It seems that selling to millennials requires avoiding old-fashioned marketing techniques. In this article, we will mention some basic tips for the millennial target market and discuss how to sell to millennials under the following contexts:
So, how to sell to millennials? Gen Y or millennials, whichever expression you prefer to use, the first thing to keep in mind is that they are digital natives. In other words, they are the first generation to know how to use digital tools when purchasing.
The defining factor here is that their relationship with the internet is stronger compared to the previous generations. As marketers, this is exactly the matter that interests us.
If you are using old-fashioned marketing techniques, in other words, your brand is not represented in the online world, boom, you are out of the game!
When you think how to sell to millennials, the first thing that comes to your mind is probably to use social media channels effectively. Because we know that they were born with it, they born into it. But how? How to use social media to reach millennials?
Sometimes you hear a sentence like this. "I don't understand what this new generation has been doing for hours with the phone in hand?" That's the exact point. You have to understand what they are doing and which social media channels do they use more often.
They are smart consumers, they know how to price something out. And what's more, they can compare products and prices in a short time. This detail further escalates the already high competition in the market.
Therefore, considering the consumption habits of millennials, you have to constantly update yourself and follow the supply and demand balance in the millennial target market.
If you are not a proven brand yet, they will likely put another one in your place. They tend to be less loyal to a product or brand in contrast with their parents. However, once they love you and make sure that you have what they're looking for, they have the potential to be your loyal customer for life.
A Millennial looks for answers to these questions while shopping: Why should I buy this product? Why should I buy this product and not the others? You may have very strong competitors in the market. Be confident, know your purpose, create value and provide clear solutions.
For example, you are marketing a sneaker. This sneaker should be more valuable to the wearer than any other sneaker. In other words, the customer should not be able to find what he found in you elsewhere.
Gen Y is also known as the "Me Me Me Generation". They are always accused of being 'selfish' and 'individualistic' in comparison with their parents.
Apart from the negative connotations of this accusation, first of all, they want to be respected and noticed as an individual. So, appeal to their values.
When you always put them in the place of consumers, they will feel alienated and will distance themselves from you. Remind them that they are unique individuals; celebrate their birthdays, make special offers for them on special occasions.
How to sell to millennials? The popularity of mobile devices among millennials is a great advantage for you. That is to say, there are various ways of making contacts such as e-mails, SMS, or phone calls. Just make sure that you are not annoying.
Furthermore, we are talking about a generation that knows the value of networking. You can set virtual network events such as webinars to reach your allies. You can take the lead in long-term cooperation beneficial for both sides. Win-win!
Millennials are not passive customers, they are also content creators. At least they are sharing, reposting, liking, tweeting, pinning, commenting, etc. which means your traffic can grow organically. Make an effort to produce content that they will enjoy sharing.
Pay attention to feedback and transparent communication. Because millennials know the way to contact you and don't hesitate to do so. Keep your communication interactive. They shouldn't feel like they're speaking to a wall.
User-generated content , is a form of collective content production including both parties. According to Adweek, 85% of the users are found to be more influenced by the UGC than the content made by the brands directly.
Let's give an excellent example of user-generated content. Since 2014, Starbucks is organizing a contest named White Cup Contest and they are inviting customers to decorate coffee cups under the hashtag #WhiteCupContest.
In return, participants can win a gift card, and/or their design can be printed on a limited edition Starbucks cup. It goes without saying how this contest has affected Starbucks sales. This is an excellent example of organic growth!
Here are some other pieces of advice for user-generated content targeting millennials
Additionally, you can't expect anyone to fully know you at first. Keep your webpage fresh, give detailed pieces of information about your brand. Keep in mind that although visual marketing is very popular, a considerable amount of people continue to learn by reading blog posts.
Whether you have a very high advertising budget or enter the market with a big assertion; if your product does not meet their expectations, your success will not last long. For a millennial, the most credible source of product information is their friends' advice and customer reviews in the website.
Don't underestimate the power of reviews. A review can either make you the winner or the loser. So, be honest; don't pretend you have something that you actually have not. Don't make promises you can't keep. Remember that millennials are great fact-checkers.
If you are not working closely with millennials, all your ideas about them are not more than guesswork. It will be helpful for you to brainstorm with your millennial coworkers and consider their feedback. In other words, that's what we recommend: selling to millennials with millennials.
As you know, collaboration with influencers is a marketing practice that has been in our lives for a while. Influencer marketing grew rapidly after brands discovered the "influence" of the influencers.
Marketing towards millennials requires collaborating with influencers (including micro-influencers), YouTubers, Twitch broadcasters, podcasters, or any other people which have a force on social media. But don't forget that this person's audience needs to match your target audience.
How to sell to millennials? Do not neglect to be eco-friendly while keeping up with digital transformation. The global pandemic has shown us that people are getting more and more worry about consuming natural resources.
For this reason, eco-friendly products and services are frequently preferred by millennials. That is to say, there must be a secondary benefit of buying your product. Knowing that you are doing socially beneficial work, participating in social responsibility projects will make people trust you.
We have mentioned before that old-fashioned marketing is no longer in demand. Try not to exclude people while making them feel special. Today, many brands have noticed that customers are bored with old-fashioned stereotypes. Be inclusive as much as possible.
Regardless of their age, gender, ethnicity, or lifestyle people should find something of themselves in you. For example, let's say you are a beauty company, they are quite aware of society's unrealistic beauty standards.
Even if they are still your target group, their habits and expectations are different from those of the upper generation.
Addressing the inner world of people is an advertising technique known and applied since the very beginning. Although this method is not specific to millennials, it is also recommended to apply to them.
Don't do this by talking about a very sensitive subject. There is a fine line between appealing to several positive emotions and emotional exploitation.
Some millennials are nostalgic. In addition to effective digital media usage, you can sometimes expand the boundaries by giving references from the past or by using old advertising methods occasionally. Brands sometimes use nostalgia marketing method and the results can be surprisingly good.
Lastly, The tips above won't help you unless you are honest and realistic. We can say that this generation is bored with big claims and does not find them credible. Slogans like "Change your life with us", "Trust our wisdom", or "Catch the life" can be ridiculous for them. They mostly seek modest and honest claims.