Millennials are often identified as being between the ages of 18-34, though there are some who argue they should be classified more loosely by how they act. They spend about $1.3 trillion annually and by 2020 will make up 50% of the workforce in the US. 80 million millennials are members of a generation that you shouldn’t ignore.
To capture their attention, it may be necessary to rethink how you message to them. Here are some suggestions for making a connection:
They are Brand Conscious
Like many of us; millennials want high quality, but sometimes can’t afford it yet. They have become fierce online shoppers, looking for the best deals. Think about offering a name brand at a special price to catch their attention. Remember to always suggest top name brands first.
Keep Your Promises
Millennials have been marketed to since they were being pushed in their baby jogger carriages. They have a keen eye for discerning what the truth is, and as a rep, you must do everything you say you will do or they will drop you like an overheated cell phone. Want to win them over? Be straightforward and honest.
All Natural All the Time
Millennials trust what their family and friends think and consider their opinions before buying a product. Remember, they are a group who posts all sorts of things on Facebook and Instagram and will rely on feedback from their friends before they will listen to a sales rep.
A top priority for millennials is how easy is it to do business, more than any other generation. This has led to major brands being less focused on a lengthy selling process and more focused on showing them how their product solves their problems to move them in and out of the sales process quickly.
This generation is looking for authenticity in the people they interact with, and the way products are made. Look at the campaigns out there from major brands, like Real Beauty by Dove, or the push for ethical treatment of animals (free-range chickens).
Give. Give. Give.
The philosophy of “always be giving” appeals to millennial buyers. Building trust comes from consistently giving value including industry insights or other content that interests them. No matter what you are selling, watch what happens when you offer an infographic on the best way to take pictures on your smart phone.
For Them, It’s All About Social Equality
The causes and issues that millennials support include equality between men and women, race equality and gender and sexual equality. Be careful that you don’t step on these sensitivities as you will drive them away.
On the other hand, if they are happy with you, they won’t hold back with selfies and recommendations about you on social media. They can be your best P.R. team.
Give to Social Causes to Get Their Attention
Corporations that give back to people in need have more appeal to Millennials who prefer to support a social cause rather than contribute to corporate greed. It humanizes and shows the values of a company.
For example, Bombas is a sock company who donates a pair of socks for every pair purchased. As they state on their website:
“Socks remain the #1 most requested clothing item at homeless shelters. So for every pair of Bombas you purchase, we donate a pair to someone in need. So far, you've made over five million small acts of human kindness possible. We can't thank you enough.” Retrieved from https://bombas.com/
Corporations such as Starbucks, Ben & Jerry’s, Method, and Whole Foods have demonstrated that social giving results in a brand reputation that attracts more business.
Please join the conversation by commenting below on how you attract millennials to your business.
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