It’s not hard to see why marketers are making “Generation Y” a priority. There are 80 million millennials in the U.S. alone…packing an annual buying power of $200 billion. (1) Yet marketers are facing a problem: how to get this generation’s attention…and what to do with it once they have it.
Millennials are notoriously hard to reach and unlike any generation before them, so we pulled together these four best-practice strategies to build trust and loyalty with the next generation of American consumers.
1. Inspire User-Generated Content
In a recent survey, millennials said they trust user-generated content 50 percent more than other forms of media and that they find UGC to be 35 percent more memorable than other forms of media. As a result, 53 percent of those surveyed said that UGC influences their purchasing decisions. (2)
Millennials long for rich, engaging online experiences…especially if those experiences can be shared with others. So the key to getting their sale isn’t traditional, expensive advertising and marketing campaigns, but rather finding a way into conversations between millennials. (2)
2. Optimize for Mobility
Going mobile has never been more important. Eighty-five percent of millennials (and 64% of all American adults) have smartphones, which they use to keep constant, instant touch with family and friends, and stay to-the-minute on issues, celebrities and products. (3) This is great news for you—as it gives you an increased window of time to reach them—even during the workday.
As marketers, we need to make sure our mobile experiences are not only optimized for smartphones, but that they load seamlessly and deliver a decisive call to action.
3. Embrace Immersion Marketing
Millennials are resistant to traditional advertising, where aggressive tactics lead the target to a purchase. In fact, they are the last group you can expect to simply accept a message on face value and take the action you request. (4)
Instead, consider immersion marketing, where your brand surrounds the consumer with consistent messaging and incorporates tactics that include promotions, digital marketing, samples and retail partnerships—a true collaboration of all your marketing elements. (5)
Immersion marketing takes social engagement to the next level. Millennials respond to rich, online experiences, especially if those experiences can be shared with others and create a feeling of inclusivity and participation. (6)
That said, entice millennials to contribute to your story…which makes it their story. For example, ask them to submit their own experiences and images, which collectively gives the campaign meaning, authenticity and a fully engaged customer base.
Find brand ambassadors (for example, your biggest fans on social media) and engage with them. Create a forum for them to help you sell your product with you.
4. Pile on the First-Time Incentives
It’s difficult to get any consumer to engage with a brand they’ve never tried. So it’s important to find the right incentives to get millennials to engage. Incentives can also be an effective way to stand out in the marketplace as only 25% of companies reward any form of engagement. (7)
While discounting can be effective, consider incentives that create experiences and generate stories—that can be shared on social media and positively attributed to your brand.
At the end of the day, millennials are today’s most lucrative market. (8) So it’s vital that marketers give their brands authenticity and personality…to drive true loyalty and success.
Learn more about marketing tactics and Restaurant.com Business Incentives by emailing firstname.lastname@example.org or calling 1 (888) 745-6989.