How Do You Reach Millennials? Don’t Advertise
5. Create Something That Adds Value
In the old days, brands marketed to people. Today, brands need to create marketing that’s for people. It’s not enough to just have a good idea; that idea needs to translate into something that’s valuable in people’s lives. “Valuable” can mean a lot of different things, from providing utility or information, or delivering entertainment, or an experience. Strive to create ideas that create memories, have a positive impact and serve a meaningful purpose. Become what interests them.
6. Write Their Story — Not Yours
Tell stories about the people that surround your brand instead of stories about the brand itself. Acknowledge that your product or service is incidental in people’s lives — even if that goes against your marketing instincts — because that’s usually how millennials see it.
7. Get out of the Campaign Mindset
Don’t approach millennial marketing in terms of campaigns, because this can create artificial constraints that stifle creativity. Instead, think of your relationship with Millennials as a courtship that takes sustained effort. Develop a suite of creative ways to earn their attention and distribute those engagement tools over an extended period of time. Brands and sustainable business results are built over time.
Finally, take a long-term view on attaining your branding goals. The new marketing landscape is akin to the tortoise/hare race — and millennials aren’t going anywhere.