In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.
Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.
Treat Them as Equals
No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.
Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.”
You’re a Combination Marketer Now Whether You Like It Or Not
Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.
When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.
At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.
We often say that children look at the world through fresh eyes. Spending time with a child can give you a new perspective on life and how you view the world. While experience is an excellent teacher, fresh eyes can see the tried and true in a way that you may not have considered before. How can you adapt the fresh eyes concept into your business?
Marketing is successful when it gets prospects and customers to sit up and take notice of your service, brand or product. Some of the best commercials are the ones that make us laugh, cry, or even cringe. The problem is that sometimes marketers rely too much on old ideas and the view of experienced sellers and managers instead of looking for fresh eyes on a campaign. A great marketing campaign gives the audience an emotional connection with the company. Emotions give advertising a memory hook; they get remembered.
Remember the “Hump Day” camel commercials that were on TV about a year ago? Do you remember who they were advertising? If you don’t remember, they were advertising GEICO. GEICO specializes in goofy, funny commercials that are easy to remember due to their tone. Insurance is essentially a tedious business, so getting you to remember advertisements and brand names associated with them takes a memory hook. For GEICO, the gecko is one hook that most Americans can recognize and associate with the company. However, if they overused that hook, audiences would get tired of him. Instead, they come up with quirky commercials and throw in a camel to keep you focused and interested in their brand.
Seeing Your Company with Fresh Eyes
Since you cannot see your own company through fresh eyes, it takes some testing to find out how new people respond to your campaigns. Your assumptions about who is interested in your products and why they are interested may be out of date. Periodic testing of your ideas is crucial to keeping your current customers and finding new ones.
Before you run your marketing campaign, test your assumptions on real people to see how they respond. Real people are the target market you are shooting for, therefore if your tests tell you that you won’t get the results you want, you can save yourself a lot of money. Keep tweaking and testing your campaign with real people until you find the right message, image, and concept that will get the response you want. What made the “Hump Day” commercials so funny? They were silly, harmless, and could never happen in the real world.
Find a Way to Shock Your Audience
Shock your audience with unexpected humor, meaning, or entertainment when you market. Find something that will resonate with them and use it to grab their attention. Obviously, any type of shock will only work for so long because it loses its effect after a time. When was the last time you saw a “Hump Day” commercial, anyway?
If you’re interested in the tech world at all, you’re no doubt aware that Apple recently announced the 2016 MacBook Pro – something the company is calling “the best laptop ever made.” Indeed, it’s a unit with a technical specification sheet that can’t help but impress. Objectively, it likely will go down in history as the best laptop the company has released to date. However, some users are suggesting that Apple may be losing the balance between “user experience” and “marketing” in a way that is a bit unfavorable to their end goals.
The 2016 MacBook Pro
The new MacBooks don’t have a standard USB port at all, getting rid of them in favor of the new (and admittedly superior) USB-C. This is a great step towards a much more productive future, but it’s at the expense of the fact that we’re not quite at that future just yet. Case in point: the new iPhone 7 does not have a USB-C port at all. Instead, it uses Apple’s proprietary lightning cable.
This means that if you own both devices and just want to do something as simple as charge your iPhone with your MacBook, you need to purchase an external adapter. To be clear, this is not “the end of the world.” The MacBook Pro is still powerful; it can still be used with the brand new iPhone. However, what used to be a one-step process now requires two, as well as a purchase of additional hardware. This is contrary to the popular mantra of “design for the user experience first, marketing second.” This is the very same mantra Apple built its reputation on.
What Would Steve Jobs Say About All This?
Never one to shy away from “rattling a few cages,” this is one particular case where we don’t actually have to wonder what Steve Jobs may have thought about the steps that modern day Apple just took with the MacBook. He may have actually said it himself, in an interview conducted in the 1990s.
In an interview for the PBS documentary “Triumph of the Nerds,” Steve Jobs talked about how important sales and marketing people are to an organization, but how it’s equally important to keep them separate from the product development process. His argument was that all too often, products go from offering a great, easy experience to being “great and easy… to market.” Innovation, usability, and the overall experience tend to suffer as a result.
In that interview, Jobs said:
“… the people who make the company more successful are the sales and marketing people, and they end up running the companies. And the ‘product people’ get run out of the decision-making forums. The companies forget how to make great products. The product sensibility and product genius that brought them to this monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product.”
Contrary to popular belief, Steve Jobs didn’t hold an “anti-marketing” stance at all. He supported marketers, and with good reason. Under his watch his own marketing team created some of the most successful campaigns of all time. What Jobs was warning against was the idea that you should always design a product or service for the customer first, and then turn it over to the marketing people to do what they do. When marketing is considered an extension of the product development phase, the positive qualities that brought you to your current position in the first place are often lost.
No business professional in history has ever had a perfect record. Though you only set goals for you and your team with the absolute best of intentions, sometimes you may find yourself coming up short. Everyone from our parents to our teachers to our mentors has told us over and over again to “never give up, never surrender,” when sometimes, you have to do exactly that. The key to coming out all the better for it involves knowing how to identify that moment of surrender when it does arrive, and how to best handle what comes immediately after.
Look for the Signs
The best way to know when to move on from an objective in the world of business involves taking a moment to observe the world around you. How much time have you spent trying to accomplish this task? How much money have you expended trying to do this one particular thing? Would that time, money, and energy be better served if it were reallocated elsewhere within your organization?
At a certain point, you will start to feel diminishing returns. You’ve put your all into something and success is still just as far away as it was when you started. When you have that moment of clarity, the best thing you can do is look deep inside yourself. Do you really believe that you can pull off the challenge in front of you, or do you just hope that you can? If you fall into the latter category, it may be time to move on.
Moving On Doesn’t Mean You’ve Failed
The most important thing to understand about when you should move on from an objective you just can’t quite accomplish has to do with what happens next. If you set a goal for yourself and come up short of that mark, a lot of things have happened -but failure is not one of them.
You can choose to look at it that way if you’d like, but doing so actually limits the power of the moment you have in front of you. Maybe the objective you set wasn’t the right objective in the first place, and everything leading up to this point has been trying to tell you that. It’s a scenario you can see time and time again with some of the most successful companies in the history of business.
Apple, for example, had been set on releasing a smartphone for years – or at least a “smartphone” as per the definition of that term in 2005. Steve Jobs and his team tried, and tried and tried again, and eventually released something called the ROKR E1, a phone designed in conjunction with Motorola that was basically a regular phone with iTunes connectivity built in. The results were disastrous – a rare black mark on Apple’s otherwise top notch record. Jobs had set a goal for himself and had failed to accomplish it the way he wanted.
But instead of saying “Apple and phones are not meant for each other,” he thought differently. He realized that what he really failed to do was find the right hardware company to partner with to achieve this goal. He realized that by handling both the hardware and the software in-house, he could get at what he really wanted in the first place. Apple would go on to release the iPhone less than two years later and the rest, as they say, is history.
In the End
When you set goals for yourself, you always do so with the best of intentions. Remember that Albert Einstein’s definition of insanity was “doing the same thing over and over again and expecting different results.” Sometimes, you need to know when to try harder and when to try something else. However, moving on doesn’t mean that you’re a failure – it just means that you’ve cleared away the cobwebs, reassessed your priorities, and are ready to redirect that energy into something much more positive and appropriate.
Sometimes it takes a little friendly competition to get your customers engaged. That’s why it’s so common to see freebies, giveaways, and contests posted online and in retail stores. The trick, of course, is finding a contest that your customers are interested in winning. You know your customers best. Selecting a contest to run can be fun for everyone, especially if you can find a way to get your employees excited, too.
Did You Know?
– New campaigns acquire a 34% audience increase on average
– One-third of contest entrants sign up to receive email updates from brands and partners
– Running a mobile contest increases the number of entrants by eight times
– Statistically, the best duration for a contest campaign is 25-60 days
One of the funniest and most entertaining ideas is to host a video contest. People are mad about videos these days, and they love to share them on Facebook and other social media sites. According to Social Media Examiner, one such contest by the snack company Doritos brought an immense return. The contest is called “Crash the Super Bowl” and asks customers to create commercials for their chips. Can you just imagine how much fun customers have creating these commercials? Let’s not even begin to discuss the fun of sharing the commercials on Facebook. So while your company may not be as big or popular as Doritos, you can see how this idea can go viral quickly.
Dunkin’ Donuts uses contests to tell customer stories on Twitter. They asked their customers to post how their coffee fits into their day. As you can imagine, many customers came back with responses to this request. Winners starred in their own Dunkin’ Donuts commercial, and these videos were shared on YouTube and Twitter.
Not all contests need to include high-tech prizes or competitions such as videos. You can ask your followers to compete in Throw Back Thursday competitions with snapshots of them using your products in a funny way or just sending in ideas for how they use your product or service. The goal is engaging as many current and potential customers in your brand, and just plain having fun. If the contest is easy to participate in and offers a prize that fits your niche audience, then you will get a better return. This method of building an audience and cementing relationships with your customers is a proven success. People just want to have fun, and they are busy and stressed. An excuse to join an engaging contest will get them excited.
Kissmetrics offers several ideas that you can adapt to your company to introduce giveaways and contests to your audience. They offer suggestions on how to set up the contest, and how to optimize it and promote it online. Part of the success of a contest is that it can result in user-generated content that you can use during and after the contest to promote your products and brand. Everyone wins because it is fun, engages your audience, and you can get increased traffic and sales as well as new, original content.
Contests are particularly useful during the stressful holiday season when everyone is shopping and spending money. You can offer free products to customers who win, or gift cards that they can use for holiday gifts.