February 26, 2020
Two studies help prove this. Defy Media looked at Millennials’ viewing habits and found that 85% watch YouTube regularly. Netflix was the second most popular streaming channel. They’re on the internet all of the time. They’ve moved away from cable or broadcast television and stream everything. Another study came right out and asked millennials what they think of marketing plans. Of those polled, 84% admitted they do not enjoy or trust traditional advertisements. Those older techniques will not get them to act.
Traditional advertising plans are not going to work so what does? Experiential marketing is the key to reaching today’s adults. If your target market is in the 20s and 30s range, you need to change your marketing habits. Millennials believe in causes and want to change the world around them. They’re more likely to purchase from brands that support a cause they believe in. Statista reports that 6 out of 10 millennials look for brands that are similar to their personalities. Nielsen found that 7 out of 10 millennials are more likely to support a socially active brand. It’s clear, they’re more likely to buy if they’ve formed a connection with a brand.
How do millennials find those brands and items to buy? According to Nielsen, a respective 55% and 54% look to family and friends for recommendations. User reviews help 54% of millennials decide what to purchase. More than 60% of today’s millennials are buying consumer goods online, so if you’re not selling your goods online, you making a mistake. And, millennials are using their mobile phone to make almost half of those purchases, so you need to have your storefront optimized for mobile phones.
It’s imperative that you build an online presence, and it should be more than a website. Come up with ways to interact with millennials in social media settings. Facebook, YouTube, and Instagram are often mentioned by millennials as areas they go to before making a purchase. You need employees who are setting up and managing your social media accounts. Regular posts that inform and attempt to get consumers to respond to you are important. Make sure you have a social media team working on this mode of communication. You want to interact in a positive and constructive manner and learn what Millennials think.
Social media helps your brand communicate with millennials, but it can also lead to some reviews that sting a bit when you read them. If you have an item or service that gets reviews on social media and online shopping sites, someone needs to monitor what’s being said and respond appropriately. If a consumer has a valid concern when using your brand, address it honestly, apologize, and ask to talk privately so that you can resolve the issue or learn more information on what would have been an ideal experience.
Rewards mean a lot to millennials. They’re balancing rent/mortgages, transportation expenses, household expenses and utilities, and student loans. Reward programs that help millennials save money are important to them. It’s also a way to tie their feedback into your experiential marketing campaign. For example, apps like Doordash and Ibotta offer cash rewards to users who recommend their apps and refer them to their friends and family. Getting $20 for every person that signs up and uses an app means a lot to millennials who need the cash. And, it helps you with word-of-mouth advertising.
Knowing the Right Experiential Marketing Plans
Designing the ideal experiential marketing plan for millennials depends heavily on your brand. Experiential marketing for a food brand may find that pop-ups or sampling events work best at letting millennials experience the taste and texture. A company offering a service may find that events or home shows are better at spreading the word.
You can be creative. You don’t have to perfectly match your brand to a type of experiential marketing. For example, HBO promoted two of their new shows by offering temporary escape rooms at a music concert. The production company for Ghostbusters installed a life-size Stay-Puft Marshmallow Man bursting through the floor in a subway station. Both were unexpected and caught millennials’ attention while they were doing things they enjoy or do everything day, and it was a different approach to the typical TV or magazine ad.
Factory 360 helps brands find that connection. Our goal is to make your brand stand out and reach your intended audience in new and exciting ways. We excel in helping you form the right experiential marketing campaign, but it’s more than that. We’re also thrilled to help you strategize your social media campaign from integration to content. Give us a call and share your visions. We’ll help you come up with the right strategy and turn your vision into reality.