President's Blog

Some general characteristics: There are about 80 million of them. Most of them have never known a world without computers, are tethered to technology (how many people in this generation do you know that do not have a cell phone?) and the challenge of marketing to them comes from the fact that they are receiving ad messages all the time. They ignored ads on MySpace, and now they ignore them on Facebook. They block out product placement in TV shows and movies – they recognize it, shrug “Product placement,” and keep it moving. They install pop-up ad blockers and simply close the ads that get through without reading them. They know they’re constantly being marketed to so they simply tune it out.

So if Millennials are so onto us as marketers, how in the world can we reach them?

• Appeal to their sense of individuality. Millennials have grown up hearing that they are special and that their opinions are valuable, and the Internet provides an unfettered outlet for self-expression. Millennials feel like they’re a part of the digital framework – they’re business-owners on Etsy.com and eBay, they’re content-creators on Facebook and Flickr. Appeal to their sense of self. Apple’s customizable technology has been great for this (to say nothing of its cool factor).
• Reach them through social media. I admit I was a late adopter to social media. I’m a private person, and I balked at the idea of putting my life all over the Internet. But once I realized how customizable (there’s that word again) it is, I got on board. I choose what pictures are on my Facebook page and who can view them. I choose what I tweet about. I write about topics of my choice in my personal blog (and they’re never personal topics). And as my good “Millenial” friend noted, “Since I spend much of my time on the computer [for work and play], if the marketing doesn't have a heavy Web-component, then I don't know about it.” Browse sites that are created by and for Millennials. Start groups on Facebook. Give your product a Twitter feed. And following that …
• …focus on brands as communities. You’ll find that social media makes this easy. Make them something people want to be a part of. Obama’s campaign did this exceptionally well. The Millennial generation turned out in record numbers, and political ideologies aside, I think the message of change was a huge factor. There was a feeling of “We are all in this together” that was exciting. His web site was customizable, inviting participants to share their stories and reasons for getting involved. In other words, his brand was about approachability as well as action, which fostered a sense of togetherness.
• Keep messaging consistent. Millennials receive so much messaging that a steady tone and message will stand out – and will be noticed if it’s lacking. And again, a consistent message fosters community and trust.

Millennials aren’t scary, just different. They’re a savvy group of consumers, which means that when they choose something, they’re actively doing so because they know exactly how many other options they have. This can foster tremendous brand loyalty, so it’s a demographic to be embraced.