Millennials are the largest generation in the United States; no wonder brands want to capture this audience. Unfortunately, this group’s disdain for traditional advertising (52% feel overwhelmed by the number of ads they see each day) make them a hard bunch to reach. Millennials demand authenticity and transparency, and take great pains to thoroughly research their brands. So how do we capture this demanding market?
Make them laugh
While Millennials detest traditional advertising, humor may help them pay more attention. Eighty percent say they are more likely to remember an ad if it’s funny. Millennials appreciate a clever TV spot, or a little quirkiness, if it helps them identify with the brand. If done well, the chuckles may even hit the millennial authenticity bone. As they say with humor - it’s funny because it’s true.
Make them believe you
Maybe humor doesn’t quite match your brand’s image; then your charge is to find a message or value proposition that speaks to the Millennials’ sense of altruism.
Millennials view themselves as responsible and compassionate, with 22% wanting to make a positive impact on their communities. A socially conscious brand can win over this target if they can prove their claims. Half of Millennials read reviews before making a purchase and are very careful to investigate the brands they support.
Make them feel unique
Millennials want customizable products. With the help of social media, they have spent time curating their image; they want to continue this with the brands they use.
While a challenging segment to capture, Millennials are definitely worth the effort. A brand that can grab their attention, pass the ‘authenticity test’, or provide a customizable experience, has the potential to win long-term brand loyalists.
Reference: “Marketing to Millennials,” Mintel. February 2015.