Companies have to get creative to market to us. After all, 1 in 3 of us don’t have cable television and it’s pretty obvious with YouTube Red and Hulu Plus, that we’ll pay to avoid watching ads. Some brands have gotten hip to the game and are using influencers to reach us but it’s expensive for you (the corporation) and doesn’t always equal sales. If brands focused more on what really millennials want, it would be easier to effectively advertise your products or services without coming off as spammy. Here are the 3 things millennials want from their favorite brands that your company should consider before running your next ad or marketing campaign.
1. Care about our communities
Millennials are more likely to buy from a brand that has a bigger purpose than making money. This can be seen in millennials buying Toms over Nike. Toms mission of donating a pair of shoes, with every pair purchased, shows their commitment to making the world a better place. Tom’s CEO started the company with one clear goal: they would match every pair of shoes purchased with a new pair of shoes for a child in need. One for One®.
Now that’s a mission we like to get behind. Some companies have created programs called Corporate Social Responsibility (CSR) that oftentimes includes supplier diversity initiatives. There are also some companies that are so committed to leading the charge they have committed to spending at least $1 Billion with diverse suppliers annually. This exclusive group is called the Billion Dollar Roundtable and is made of companies including: IBM, Walmart, and AT&T to name a few. This is good business for everyone involved. It also makes your millennial customers feel good about buying from you.
2. Create brand experiences
Brands have to get creative in order to capture and keep our attention. While it’s quite enjoyable to be able to order whatever we want and have “free” 2-day shipping; we enjoy being able to experience something fun and interesting that will make for a great social media post.
Try meeting us where we are. Popular festivals like SxSW and Art Basel have become all the rave because they provide an awesome experience. While we’re at these festivals having a great time we get to engage with brands that “get it.”
Another example of this is how Lulelemon offers complimentary fitness classes in their store.
Brands that participate in experiences will always be at the forefront of our minds because they created something that 1. Could make for a great picture on Instagram or Snapchat and 2. Will make us want to experience it again. So think about how your company can create an experience. It doesn’t have to be an in-person experience, although those are preferred. It can be creating a fun Snapchat filter or special promotion that is special only for your social media followers. Contests and challenges are also always a great idea.
3. Use the K.I.S.S Model
When you’ve shown us your company cares and have engaged us, it’s time to buy. There’s nothing worse than wanting to buy something that I saw on your Instagram or Facebook page that isn’t available on your site. Even worse is having a payment process that is not user friendly. There are some websites that don’t allow you make purchases from your mobile phone. How is that possible in 2017. No, I don’t want to have to download your app, just to make a purchase. That’s just one more step you are making your potential customer go through to buy from you.
It’s really important to follow the K.I.S.S model – Keep It Simple & Streamlined. If there’s one company that has this figured out, it’s Amazon. Another, competitor in this space is Shoprunner. I put in my credit card information once and boom, I’m able to shop from multiple retailers with “free” two-day shipping. I say “free” because Amazon Prime and Shoprunner are both subscriptions so I consider that pre-paid shipping.
The last point on this is that we’re an impatient bunch. It’s not our fault, though. Thanks to Amazon, anything that takes longer than two days for me to receive is too long to wait. It’s important to add this perk for shopping with your company. It may cost more in the short term but it will more than make up for it with the repeat business.
Now you have insight into what millennials want. See, we’re not so complicated after all. If you need help implementing these strategies be sure to check out my company, Crowned Marketing & Communications. We are an award-winning W/MBE certified digital agency that creates, promotes and develops multimedia marketing strategies that enhance Fortune 1000 companies products, services and profile in Millennial and Multicultural markets.