Marketing to Millennials For Dummies

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Padveen Corey. Marketing to Millennials For Dummies

Introduction

Part 1. Getting Started with Marketing to Millennials

Chapter 1. Getting to Know Millennials

Discovering Why Millennials Matter

Leveraging Millennial Influence

Meeting Millennials Where They Are

Chapter 2. Creating a Modern View of Millennials

Understanding the Marketer’s Perception of Millennials

The Millennial Mindset

Chapter 3. Creating Your Target Audience

Considering These Questions

Engaging Audiences on Different Media

Running an Interest-Identification Audience Analysis

Creating Segmented Audience Pockets

Part 2. Creating Your Millennial Marketing Strategy

Chapter 4. Using Data to Build a Strategy

Recognizing the Value of Data

Pinpointing Key Indicators in Your Data

Using Your Data as the Foundation of Your Strategy

Identifying Data Sources

Analyzing Your Data on a Regular Basis

Chapter 5. Connecting with Millennials on Traditional Media

Taking Advantage of Television (With or Without the Budget)

Targeting Millennials with Print Media

Incorporating Email into Your Strategy

Chapter 6. Engaging with Millennials on New Media

Using Facebook at the Core of Your New Media Strategy

Creating a Facebook Content Strategy Geared Toward Millennials

Building a Relationship with Your Millennial Audience on Facebook

Advertising to Millennials on Facebook

Chapter 7. Communicating with Millennials Using Twitter and Video

Determining How Millennials Use Twitter

Developing Your Editorial Calendar

Developing Twitter Content

Reaching Millennial Twitter Users

Engaging with Your Audience Using Video

Chapter 8. Using Native Mobile Social Media

Delving into Instagram and Snapchat

Creating a Strategy to Reach Millennials on Instagram

Navigating Snapchat

Chapter 9. Creating a Multichannel Media Strategy

Grasping the Unity of Media Types

Developing a Unified Omni-Channel Communications Strategy

Targeting Your Strategy to Millennials

Chapter 10. Creating a Mobile Strategy Tailored to Millennials

Establishing Mobile-Specific Goals

Creating Mobile-Specific Content for Your Website

Using Social at the Core of Your Mobile Strategy

Targeting Millennials with Mobile Advertising

Running a Cohesive Mobile Campaign That Targets Millennials

Chapter 11. Conducting a Millennial Marketing Strategy Audit

Cornerstones of a Strategy Audit

Reviewing the Foundation of Your Strategy

Evaluating Your Objectives

Examining Your KPIs

Pacing Your Audit

Identifying New Opportunities with Data

Auditing Your Individual Initiatives

Part 3. Analyzing Millennial-Specific Engagement Opportunities

Chapter 12. Utilizing the Share Economy

Positioning Your Brand Around Sharing

Establishing a Voice

Running a Niche Campaign for the Share Economy

Encouraging Audience Participation

Measuring Results

Chapter 13. Leveraging the Desire for Experience

Creating a Brand Experience Strategy

Identifying Touchpoints for Your Audience

Checking Off Elements for Each Touchpoint

Developing a Customer Relationship

Segmenting Your Content

Integrating the Experience for an Omni-Channel Strategy

Tracking the Brand Experience Across Different Media

Running Brand Experience Campaigns

Chapter 14. Mastering the Market of Demand

Evolving Your Organization to Cater to Demand

Creating On-Demand Services

Building a Real-Time Response Strategy

Building Out the Components of Your Real-Time Strategy

Chapter 15. Adjusting Strategies for Millennial Consumption Habits

Looking at Crucial Media Types

Running Social Care Programs on Various Media

Building Lasting Relationships

Managing a Brand Crisis

Chapter 16. Cause Marketing with Millennials in Mind

Recognizing Opportunities to Align with a Cause

Marketing Your Brand with a Cause

Using Your Cause to Build Relationships with Millennials

Avoiding Damage to Your Brand

Part 4. The Part of Tens

Chapter 17. Ten Successful Marketing Campaigns That Won Over Millennials

Domino’s Tackles Snapchat

Nike’s Experiences on Instagram

Chipotle and Digital New Media

TOMS Focuses on a Cause

Dollar Shave Club Picks Price and Viral Videos

Uber Develops Millennial-Friendly Campaigns

Coca-Cola Plays the Name Game

Adblock Plus Identifies a Need

Hendricks Makes Gin Cool

Best Western Caters to One Group

Chapter 18. Ten Mistakes Marketers Make When Marketing to Millennials

Assuming Laziness

Assuming Selfishness

Assuming Vanity

Assuming Frugality

Assuming Ignorance

Focusing on Age

Ignoring the Mindset

Focusing Only on the Campaign

Aggressively Selling

Ignoring the Relationship

Chapter 19. Ten Quick Tips to Keep Top of Mind

Start with Data

Remember the Psychographics

Evaluate Additional Age Brackets

Establish Demographic-Specific Objectives

Choose Your Causes Wisely

Identify the Foundation of Your Relationships

Focus on the Experience

Regularly Audit Your Performance

Keep Your Voice Genuine

Go Mobile First

About the Author

Author’s Acknowledgments

Take Dummies with you everywhere you go!

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Millennials aren’t magical, elusive consumers, but marketers have had a great deal of difficulty figuring them out. Millennials are defined as individuals born between the years 1980 and 2000, and they make up the largest audience of consumers in the world. Although they’re defined by their age, Millennials are essentially prototypes for the modern consumer. Importantly, they’re poised to inherit the largest transfer of wealth ever recorded in human history!

A seismic shift has taken place regarding buying behavior, and it’s up to the marketers of the world to find new ways to reach customers. There is no one-size-fits-all model for reaching this coveted demographic. Every consumer is an individual and will uniquely respond to different brands, campaigns, and content.

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One of the best examples of brand defenders in action was evident during Apple’s notorious Bendgate affair when the newly released iPhone 6 phones were bending in owners’ back pockets. Despite a clear issue with the product, Apple’s brand defenders rushed to their side. They insisted that the root of the problem was consumer misuse rather than a product defect. It’s rare that a brand reaches this level of advocacy. But, if you can cultivate brand defenders by identifying and nurturing your existing brand advocates, your long-run success is assured.

Implement an employee advocacy program

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