Top 5 Tips for Inspiring the Visual Millennial
With the 80 million Millennials in the United States (and an estimated spending power of $600 billion) marketers are scratching their heads about how to engage with this new consumer. How do you inspire them, gain their loyalty, trust and ultimately their money? Millennials are more visually and relationally inspired and marketers need to learn how to leverage these characteristics. Here are my top five tips for inspiring and connecting with this generation.
1. Connect Your Brand with a Lifestyle
Millennials personally identify themselves with a lifestyle and appreciate brands that "fit" with that way of life and make an effort to communicate that effectively. Levi's exemplified this in a recent campaign titled, "Go Forth," targeting those Millennials who not only take pride in their appearance, but those who want to make a difference in the world. The campaign specifically highlighted the quality, style and effort that goes into making every pair of Levi's, establishing a more intimate connection with the brand. The campaign mirrored the desires and goals of the generation who are the pioneering leaders of today and tomorrow.
2. Inspire Millennials With the Final Product as the First Image They See
Millennials are skeptical consumers who want to be inspired by the items they see on their social networks, not sold to. If you want to engage Millennials, don't just show them a simple product shot of your item. They can find that on the shelf every day. What Millennials are looking for as consumers is a larger question, "How am I going to turn that product into dinner tonight?" One often-used phrase is the "hero" image. What is your hero image that would inspire a consumer to purchase your product with one view? If your product does not inspire me to go out and purchase your item, I strongly encourage you to rethink your visual marketing pieces. Here is one of my favorite examples from a client of mine, Tyson Foods, using Pinterest to inspire consumers to try Tyson ground chicken.