Marketing to Millennials: Part 2
Don’t just sell to them, engage with them!
It’s estimated that humans are exposed to 3,000 to 5,000 ads every day (AdTherapy). With the vast amount of advertisements and brand messages that are thrown at millennials constantly, brands have to come up with a way to stand out.
Studies show that millennials are more likely to pursue a brand that they can engage with. They want to feel like they are a part of a brand rather than being bombarded with their messages. This shouldn’t come as a surprise since the Millennial Generation is way more connected than any other generation to date.
One brand that does a great job of engaging while marketing to millennials is Coca-Cola. Their “Share a Coke” campaign is genius. By printing names of friends, celebrities and superstars all over coke cans – the brand was being shared across millions of social media channels and being purchased largely in part to the personalization aspect. (Who wouldn’t want to upload a picture of you drinking a coke with your best friend’s name, or better yet Taylor Swift?)
Another example is ABC’s hit show “Scandal.” (I highly recommend it if you haven’t seen it yet!) In addition to being a great show, they’ve created an impressive grass-roots strategy on social media. During any show’s airing the whole cast is interacting with viewers through Twitter. You can tell when the show is on, regardless of the airing, because #Scandal is trending on Twitter.
It’s evident that the content brands share on social media and other outlets should be entertaining, conversational and engaging to stand out among the “noise.”
If you’re just tuning in, be sure to check out Part 1 of this blog series and stay tuned for more insight on marketing to millennials.