Many brands are now opening their eyes to the rise of millennials as customers and are taking the time and resources to understand this demographic in more detail. Whilst the definition of a millennial is pretty interchangeable, in terms of where they start and end, knowing what they do and don’t like as well as how they engage with each other (and brands) is crucial to get your marketing up to scratch.
Millennials are in many ways completely opposite to generations that came before them; after all, it’s a completely different world.
Here’s what you need to know about millennials in order to successfully market to them:
Student Brand Ambassadors
Even today it is shocking to some brands that students are representing brands on campus rather than an employee of the brand, but it’s actually for good reason. More and more students are signing up as brand ambassadors to earn a little extra income and to express themselves; due to this, university students are used to this type of activity on campus and actually welcome this approach from brand ambassadors as they trust them.
Millennials didn’t have to adapt to the digital advancements of the past decades, they grew up in and surrounded by it. Due to this, millennials don’t separate things into different online and offline categories – it’s just everyday life, a combination of the two. Despite this, millennials enjoy digital and offline content just as much. If you really want to reach millennials with maximum impact, run a combined on campus campaign with digital elements such as digital magazines.
Need To Succeed
If there was ever a time to stop believing student stereotypes, it’s now. The media likes to portray students as lazy and heavily reliant on smoking and drinking, when really it is quite the opposite. Students are aware of the economy and that things aren’t as affordable as they used to be; due to this they are much more conscious of their spending. Your marketing should be authentic, not patronising or based on assumptions; students are very active news readers with political opinions – hear them out.
You wouldn’t just share a brands message online, so why would students? Students are very conscious of their social profiles and how it portrays them as a person, which will make them wary to spread your brands message just because you asked them too. However, by putting the time and effort into creating a great content piece on a popular student website then they won’t hesitate to share with their peers.
If you’ve only just opened your eyes to the millennial market, then it’s likely a lot of brands have already thought of it. The market is full of brands wanting to shout their message from the rooftops, so how you can stand out? Get out there and learn more about your audience, give them what they want and identify hot trends that you can get on board with!