Keep It Real: Mail for Millennials
Alright, I have a huge confession to make: I'm a millennial. I'm so sorry. Like so many of those my age, I'm not a huge fan of traditional advertising and marketing—and that's okay. You can still win my loyalty (and my dollars) if you know what you're doing. One area where marketing has traditionally failed to connect with my demographic is mail, but does it have to be that way? I don't think so, and a recent story has me feeling confident about that.
One thing my generation really loves is music—live music, particularly. Eaux Claires music festival in Wisconsin had an interesting way of getting the word out, and sparking conversation over its brand. Before announcing any of the performers, pre-sale tickets were made available. A few weeks later, those who took a chance on the offering received a unique mailing, with one or two of the artists to perform at the event listed on it.
Instead of making a full announcement of the lineup, it began to trickle out on social media as excited recipients would share their huge news—all the while building up Eaux Claires brand identity and spreading word about the new festival. Really, it wasn't just a mailing effort, alone, but a place where mail meets content marketing—the recipients were getting something they didn't even know they wanted!
I will be headed out to Wisconsin come July for the fest, but unfortunately I hesitated and didn't get the pre-sale tickets—and the amazing mailing, too. I can't imagine how excited I would have been to find that in amongst the bills and normal "junk" mail that we millennials couldn't care less about. Just remember: If you're targeting millennials, just make sure you're talking about something they care about.