Mindset of the New Millennial
With so many diverse attitudes and values among this economically powerful generation, the task of drawing them to our brands, engaging them in meaningful ways per their values and expectations, and of course keeping their business and sparking referrals, is nothing short of highly complex.
First, we need to link Millennials’ values to our brand. For example, one of their top values is supporting charity and community causes. Brands thus need to show they, too, care about social causes through actions, not just words. By doing this, they not only appear to be “just like me” brands, they also stand to gain sales and loyalty. Cone Research shows that more than 80 percent of consumers, Millennials and older, are more likely to purchase from and stay loyal to brands that quantifiably show their impact vs. those that just say they care.
Other key values we must take on to build our brands are intellectualism, open-mindedness and achievement. Brands can cater to these emotional drivers through the visuals and messages and personas they associate with their marketing campaigns, and also through the dialogue they generate on social media. Present your thoughts, vision, hopes and goals on current social issues associated with your product category and give your customers a chance to share their voices, expertise and experiences. Be authentic and respectful, and you might just make “Friends” with this really important group of consumers.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.