Branding isn’t a one size fits all approach, and if your branding strategy isn’t multi-dimensional to target multiple demographics then you are setting yourself up for failure straight from the word “go”. You can’t expect to brand yourself to millennials in the same way you would to retired pensioners; these are two drastically different groups of people with equally different needs and requirements, therefore your branding tactics should reflect this.
Millennials are extremely loyal to brands they shop with, but how do you attract their loyalty in the first place?
Having a branding community on and offline that actively promotes your brand and helps create a more personal brand persona will make your brand instantly more attractive to millennials. Millennials like brands that go against the grain and don’t make them feel like a number in spreadsheet; students value brands that listen to them and make them feel part of something bigger.
So, what changes should you make to your branding strategy in order to gain millennials as life time loyal customers? Keep reading to discover our dos and don’ts of branding to the millennial generation.
It’s no secret to anyone that millennials like to spend their free time online, so why not take advantage of their favourite pastime by advertising where students like to congregate. Social media is very hit and miss, not to mention extremely competitive, so the most cost effective way of advertising to students in a way they will engage is on websites specifically made for students. Take The Student Guide, for example, this is a valuable resource where students are actively looking for great brands and deals.
Go Directly To them
Socialising is now very heavily based around technology, why not break the habit and contact millennials directly on campus with your brand and ideas? Branding messages can be misinterpreted online, it is much more effective to speak to your audience face to face in order to not only humanise your brand but also answers any questions and queries. This can be a great branding technique whether you’re solely an online business, offline business or both!
Know Your Audience
Unless you understand millennials, how on earth are you going to market to them? The best most innovate campaigns are based solely on the interests and likes of students; it’s all about them after all.
Contrary to popular belief, millennials don’t really take much notice of your advertising on social media. After all, millennials don’t have the most establishment attention spans at the best of time but pair this with how quickly stories change on social platforms, you’ll get drowned out very quickly amongst the noise.
Millennials may be glued to their phones, but that doesn’t make them any more receptive to your cold calls. Cold calling is notorious for having extremely poor response rates, especially as many millennials won’t answer the phone to an unrecognisable number.