Unlike many other generations, millennials are known for their unique sense of self, their less than traditional approach to life stages, and their surprisingly optimistic outlook on life. We know this much about them, so it should be easy to target them for marketing purposes, right? You would think so, however companies do not understand that the way it used to be done is not the way it is done now. Brands continue to push traditional lifestyles such as getting married, buying a home and starting a family at a relatively young age. While this used to ring true, we are dealing with a whole new playing field now. Millennials are buying, however they are buying differently and we do not see this changing anytime soon.
Millennials do not see one life path, they see limitless possibilities to make their life their own and this is something to keep in mind when looking at them as consumers. It is important to speak to and understand the values that drive them. These include happiness, passion, diversity, sharing, and discovery. Next, understand their realistic lifestyles and experiences then find ways to amplify their reality. Lastly, make sure that they always feel informed and involved rather than being marketed to.
Brands that understand the millennial mindset are ones that focus on solving real consumer problems and show millennials how their product or service can be useful to their everyday lives. A great example is Uber; they bring utility to millennials in a smart, efficient, and extremely useful way. Beyond being useful, being engaging is a vital key to success. Brands that give millennials a reason to engage through branded content or creating an experience like Red Bull’s events, have found the answer to connecting with this generation.
OnCampus Advertising can help jump-start your next successful millennial driven campaign on college campuses throughout the country.
Photo credit: http://sites.tufts.edu/jumble/2012/09/06/market-to-lindsey/
