The generation known most often as Millennials (generally, those born between the years of 1980 and 1994, or as late as 2000) is the largest living generation in the world today. With these people now in the age range of 20 to 40, you can imagine how lucrative it is for a company to focus on this generation and its consumer habits. Millennials make up the largest group of consumers right now, so it makes sense to court their attention.
However, Millennials are also known for being very particular about what they like. (Just ask any Baby Boomer.) Tread lightly as you try to catch the eyes and open the wallets of this fickle bunch. Beware these mistakes people make most often when marketing to Millennials.
Avoiding Social Media
We get it. It may not be your thing. But—no offense here—it’s not about what you like. If you want to reach your audience, you need to go where they already are. In the case of Millennials, that place is social media. Beyond posting ads on Facebook, look to see where your demographic spends their time and who they listen to. If you can connect with an influencer on the right social media channel, you may need little more than that to help get the word out about your brand. The key is to do the legwork and know what’s hot (and what’s not).
Skipping the Mailbox
Once again, it’s important to keep track of what your audience uses to find you. Even if we associate Millennials with social media, doesn’t everyone find delight in walking to the mailbox to find something addressed to them? A piece of mail, especially when it includes an exclusive coupon, offers no other distraction and can be very much an influence on where these Millennials choose to shop.
Focusing Your Brand on Limited Choices
Passion is a quality that Millennials respect more than just about anything else, so it’s important to put your heart on display. But focusing on just one aspect of quality could interfere with the limited attention span of today’s twenty-to-thirty-something. For this reason, they need to see your brand in many different avenues. Selling a sports-related product? Find a way to get into the food scene as well. Is perfume your main item? Branch out into jewelry or makeup as well with your brand. Don’t be left behind when the Millennial wants to move on. Move with them!
Not Knowing Your Audience
Millennials are a widely diverse group. They can hardly be lumped together for anything. While they have many things in common, they also differ on so many levels. That makes research the bottom line of marketing to this group. Everyone loves a personal touch, and Millennials are no exception.
In the end, Millennials have a lot of money that can be tossed into your pocket. But make sure you do it right, and focus on what’s most important to them.