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Marketing to Younger vs. Older Millennials: What You Need To Know

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British American Group / 18.01.18 / Industry

Compared to other generations, there is no denying that millennials are the most complex generation; which is why many people do not understand how to market to this age group in a way that they will respond to positively.

There is much more involved when targeting millennials than any other age group. In order gain a millennial as a loyal customer you must first understand them as a whole and as individuals. Key steps in marketing to millennials include understanding how this age group view themselves, obtaining valuable market data to understand their shopping habits as well as researching millennial advertising campaigns that have worked (and some that haven’t) to help give your campaign an edge.

With millennial marketing there is no ‘one size fits all’ approach; the millennial market is a group of people between the ages of 18 and 34 years old, so something that appeals to an 18 year old just out of school will probably not appeal to a 34 year old home owner.

18-24 Years Olds

On one end of the spectrum you have 18-24 year olds who whilst are the least frequent in store shoppers when compared to other age groups, they do tend to spend large amounts of money when they do shop in brick and mortar stores. Driving more footfall traffic from this portion of the millennial bracket into your stores can boost your sales; to do this consider offering an incentive for those who ‘check-in’ to your store on social media i.e. a discount on their next shop. This is a very simple marketing technique you can implement that is a great way for free advertisement amongst your target demographic – word of mouth is key amongst this age group.

25-34 Years Olds

Looking at the other end of the spectrum, you have millennials aged between 25 and 34. This age demographic tend to be more unresponsive to traditional marketing than the former; they like to discuss with other customers and people they trust before they buy, so their loyalty is harder to win. To cater to their needs you should add a reviews feature to your website that welcomes positive and negative reviews, perhaps even installing tablets in your physical store where users can browse your ranges of products and see reviews in store so they can purchase immediately. Loyalty schemes are also much more effective with millennials in this age bracket than the former as the younger age group dislike having to carry loyalty cards with them whereas this is not an issue for 25-34 year olds.

Millennials are an impactful demographic which if marketed to correctly can become a group of very loyal customers. If you want to market your product or businesses to millennials but don’t know where to start, get in touch with British American Group on 0121 616 2211 or drop us an email on hello@group.ba