{"id":4081,"date":"2014-09-18T05:25:08","date_gmt":"2014-09-18T05:25:08","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/how-to-craft-the-perfect-millennial-marketing-campaign\/"},"modified":"2020-01-16T22:02:03","modified_gmt":"2020-01-16T22:02:03","slug":"how-to-craft-the-perfect-millennial-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/how-to-craft-the-perfect-millennial-marketing-campaign\/","title":{"rendered":"How to Craft the Perfect Millennial Marketing Campaign"},"content":{"rendered":"

If you\u2019re trying to figure out how to market to Millennials, then perhaps the best place to start is by seeing who\u2019s already doing it with heralded success.<\/p>\n

Let\u2019s start with the hospitality industry, which is already seeing millennials opt-out from hotels in exchange for an Airbnb room. To compete, Marriott Hotels began offering their customers social perk points. According to a Mobile Commerce Daily article by Michelle Saettler, titled \u201cMarriott rewards social connoisseurs in exchange for shares,\u201d Marriott offers rewards members the ability to \u201cinstantly collect points through liking, tweeting, posting and checking-in on social media.\u201d Called \u201cPlusPoints\u201d, the rewards program encourages (especially millennial) customers to engage in the way they\u2019re accustomed too \u2013 through social networks. It\u2019s a similar game plan to the one picked up by Victoria\u2019s Secret and Sephora, both of whom are connecting customers socially and offering perk points.<\/p>\n

Saettler also quotes Jay Hawkinson, Senior VP for Emerging Products at SIM Partners, who adds shares his thoughts on Marriott\u2019s millennial-friendly strategy: \u201cMarriott is using a clever tactic to squeeze more from their social ad budget by using ad dollars to promote posts encouraging social sharing in return for rewards.\u201d<\/p>\n

According to Chantal Tode, in a MobileMarketers.com<\/a> article titled \u201cHow to Build Loyalty with Millennials on Mobile,\u201d Marriot\u2019s strategy makes sense given that (according to data collected from Colloquy), \u201c84 percent of consumers would spend more with retailers who offer loyalty rewards for activities other than purchasing, including sharing on social media.\u201d<\/p>\n

To get back to an underlying issue, let\u2019s discuss why millennials would forgo a luxury hotel for a lowly Airbnb room?<\/p>\n

The answer is: it comes down to experience. Millennials want an authentic experience, and their disposition to social engagement shows that. This is something the marketing minds at The U.S. Military understand very well. After all, take a look at any of the more recent recruitment ads and notice they almost without exception take on the appearance of a first-person shooter game. To quote MillennialMarkeing.com<\/a> article written by Jim Nichols, titled \u201cSix Digital Campaigns that Get Millennials\u201d:<\/p>\n

\u201cNo organization has a greater interest in appealing to teens than the military. It\u2019s certainly no accident that the imagery in many armed services ads shows great similarity to that of a first-person shooter game. Gaming might be a keystone in military marketing, but so too are social networking, video, mobile, and tailored peer-to-peer experiences that enable prospects to speak directly with soldiers and hear firsthand accounts of life in the military.\u201d<\/p>\n

Other brands aren\u2019t just redesigning their ad and marketing approach \u2013 they\u2019re readjusting their products and services. A Business Insider article by Michael Thrasher, titled \u201c11 Ways Big Brands are Chasing Millennials,\u201d shares just how and in the process shows some of the principles at appeal to millennials.<\/p>\n

1. Clean Eating \u2013<\/strong> it might be a buzz word, but being healthy has really become a lifestyle choice for most millennials. Thrasher, for example, writes how even McDonald\u2019s is getting on board by offering healthier meals for calorie-conscious millennials.<\/p>\n

2. Design \u2013<\/strong> Design plays a big element with millennials. They want cleaner design and brands that tie in cultural cues (like Budweiser\u2019s \u201cBow Tie\u201d can) get bonus points.<\/p>\n

3. Accessibility \u2013<\/strong> Apple was one of the first stores that let you play with their products. Sephora was the first in beauty that didn\u2019t keep expensive products out of customer reach either. Giving millennials the option to engage in your product goes a long way in creating customer loyalty \u2013 but so does making it easier for them to shop your brand. Take for example, Walmart\u2019s plan to open \u201csmaller versions of its stores on college campuses.\u201d<\/p>\n

If you\u2019re trying to get into the millennial mind, know that this group prefers mobile-friendly content and shortened copy. The language has to be more conversational. It should be direct and engaging and come out in short paragraph bursts. Mobile-loving millennials also prefer video and images to content, which is why you see those social platforms performing the best among a millennial audience. And of course, a strong social presence is non-negotiable.<\/p>\n

For any business that\u2019s so far off the millennial path itself, the simplest and most effective solution is to hire a trend-savvy millennial. Make them part of an integrated team and take their opinion seriously. They\u2019re going to come up with more out of the box ideas, but you should be listening because they\u2019re speaking for their generation. Yet, when it comes down to it, being a millennial isn\u2019t so much about age as it is about attitude. A millennial attitude is about wanting to be involved rather than just showing up for work. It\u2019s about wanting a voice rather than being told what to think. It\u2019s about flexibility, transparency, and value. Millennials want all these things, no matter whether they\u2019re 18 or 35.<\/p>\n","protected":false},"excerpt":{"rendered":"

If you\u2019re trying to figure out how to market to Millennials, then perhaps the best place to start is by seeing who\u2019s already doing it with heralded success. Let\u2019s start with the hospitality industry, which is already seeing millennials opt-out from hotels in exchange for an Airbnb room. To compete, Marriott Hotels began offering their…<\/p>\n","protected":false},"author":309,"featured_media":4082,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-4081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"\nHow to Craft the Perfect Millennial Marketing Campaign - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Craft the Perfect Millennial Marketing Campaign - in\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re trying to figure out how to market to Millennials, then perhaps the best place to start is by seeing who\u2019s already doing it with heralded success. 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