This much maligned group gets something of a bad press, but anybody born between 1981 and the year 2000 technically falls into this category. Though the stereotypes define people like this as being famously fickle and somewhat lacking in attention, this is far from the case. Millennials are arguably some of the most loyal customers and though they can be demanding at times, they are also likely to become avid supporters of your brand if you can connect with them in the right way. Here’s Probella’s guide to marketing to Millennials in 2020.
Don’t try to trick them
If there’s one thing Millennials are good at, it’s recognising when they’re being scammed. Oblique language, offers with too many caveats and misleading terms and conditions will quickly alienate a younger audience, so be as clear as you possibly can about what you’re offering. As one of the most vocal and influential online groups, this generation are likely to make their opinions known very publicly if they experience poor quality service. Though its easy to dismiss their propensity towards public shaming as “snowflake” behaviour, your business can’t afford a slew of detailed, one-star reviews or a volley of very visible tweets disparaging your brand’s reputation. When marketing to Millennials, clarity, honesty and the willingness to provide proper customer care are essential.
Try to establish long term customers, not just single sales
The streaming and subscription model of marketing is now deeply ingrained into the collective Millennial psyche. Most of this generation are comfortable with the idea of paying a monthly fee for a going service, so capitalising on this when you’re selling to them makes sense. Though this style of sales was confined to digital services, it is now used successfully by all kinds of businesses. From craft ale producers to vinyl sellers, many flourishing enterprises can sell subscription-based packages that allow their customers to receive products that are tailored to their individual tastes. The key is to offer a genuine sense of value and bespoke service. This takes attention to detail and a fastidious approach to customer service. Though not everybody may appreciate regular emails asking for information, providing you explain that you are aiming to provide your customers with the best quality of service possible, most of this generation will be happy to interact with you directly if you ask them to.
Move Away From “Traditional” Values
Certain things never go out of fashion. Manners, excellent customer service and clear communication to name just a few, but the Millennial market is very different to the world of generation X and the baby boomers. Inclusivity is essential and campaigns that are aimed towards this group should be free from any trace of old-fashioned values that could be construed in a negative light. Gender based stereotypes are rightly frowned upon, as are outdated and ignorant representations of race, class or sexuality. The world is a far more tolerant place than it was 50 years ago, and your marketing materials must reflect this. Though you should never try to “tick boxes” just for the sake of sounding as if you’re progressive, accepting that certain clichés and well-worn stereotypes are now considered to be genuinely offensive is one of the first steps towards understanding this complex group. With the highest number of freelancers, remote workers and off grid lifestyles, this generation are forging their own path, meaning that anything that feels as if it is stuck in the past will be deemed irrelevant. Aim your campaigns towards real people and the lifestyles they live, not the media representations of a “normal” life. Currently, that doesn’t really exist anymore.
They Invented Social Media
Generation Z, the social group below the Millennials, are starting to move away from traditional social media, but those born between 1981 and 2000 are still using these platforms religiously. This means your social media presence must be professional, visible and well managed. Learn what acronyms mean. The likes of “kthx” and “imo” are considered a standard part of the nomenclature of online communication now. You may not want to use this style of language in your own posts but learn to read what your customers are saying. Similarly, understand that most people in this social group are online 24/7. So, there’s no need to schedule posts during “the business day” anymore. As flexible working becomes the norm, you are likely to get just as much engagement from posts that are aimed towards an early evening, casual browsing crowd as you are from those that are directed towards lunch break scrollers. Finally, understand the power of a negative interaction on a social media platform. It takes seconds to take a screenshot, so even if you quickly delete that tweet that was posted in haste, there’s still a chance the world will get to see it.
Data Policies and Privacy
The days of clicking “yes” to pretty much anything an online form asks of us are well and truly over. People of this generation want to know why you are asking for their information and more importantly, what you are going to do with it. Since documentaries like “hacked” and the Cambridge Analytica scandal, Millennial customers are extremely wary of their information falling into the wrong hands. Make sure that you explain how any data you gather is stored and processed as clearly as you can. Be prepared to answer questions and have a clear link to your data handling policy on your website.
They’re Not as Young a You Think
Remember that many of these people are parents, married couples and homeowners. They’re not necessarily all digital nomads, living in shared accommodation. Remember to target the whole cross section of this group, from the financially solvent to those who are still living hand to mouth. The diversity of this group is what makes them so challenging, but it can also mean a rich and varied customer base.
