Marketing to millennials | Sandee Jordan | #SoMeT15US New Orleans, USA
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Transcript of Marketing to millennials | Sandee Jordan | #SoMeT15US New Orleans, USA
What’s a MILLENNIAL?
Today’s Agenda
Definition of a Millennial What do the studies say?
How to Market to Millennials
Millennial Misconceptions Does our perception match the research?
Get Millennials to come out and play!
Presented By Sandee Jordan, SEM Analyst
Millennial Traits • Never Known Life Without Tech • Hipster • Environmentalist • Values Transparency • Looking for Adventure • Work- Life Alignment • Risk Taker • Always on Social Media • Wants Instant Gratification
If you were born after
January 1, 1980
PLEASE STAND
Studies on Millennials.
AdWeek Findings
30% Yes
70% No
Which Social Media Networks Are Millennials On?
91%
73%
56%
44%
31% 23%
17%
22%
Koeppel Direct Findings
and Media Consumption
Goldman Sachs Findings
A growing number of Millennials are choosing to
live at home with their parents.
25%
26%
27%
28%
29%
30%
31%
2007 2008 2009 2010 2011 2012
Millennials at Home
Year-over-year sales growth of athletic apparel and footwear brands vs growth in total
apparel and footwear spending
-6%
0%
6%
11%
17%
23%
2009 2010 2011 2012 2013 2014 Athletic Brands Total Industry (PCE)
"When a brand uses social media, I like that brand
more.” -Lots of Millennials
Percent using Social for Purchasing Decisions
White House findings on Millennials.
“Millennials have been shaped by technology.”
“Millennials are now the largest, most diverse generation in the U.S. population.”
“Millennials value community, family and creativity in their work.”
Marketing to Millennials.
MISCONCEPTIONS, REALITY AND HOW MILLENNIALS FIT INTO YOUR MARKETING PLAN
Misconception Reality
Spends Roughly 600B Annually
Relies on Friends and Familyfor Purchasing Decisions
Values Customer Service and Personal Connection
40% of Millennials are already parents & in the next 10-15 years, 80% of them will be parents.
0
20
40
60
80
The Pediatrician Good Friends Their Own Mother
Biggest Influences
Content Marketing Tactics
GET PERSONAL Reference Location, Age or Referring Site
Don’t just tweet about it…
Learn how you can get into the action!
Come hang with us!
USE HUMOR Be Bold and Unique
Show Value Give Them Something For Free
(Laughs Count)
Show Value Give Them Something For Free
(Laughs Count)71%
of Millennials 43% Share on Social Media
30% Share
by Text 45%
Share Physical Coupons
Inspire With Images Appeal to Their Sense of Adventure
Inspire With Images Appeal to Their Sense of Adventure
Show! Don’t Tell. Don’t Rely on Logos or Calls to Action
https://youtu.be/s2QgGoAuwoU
See Inspired By Iceland video here:
Let The User Be Your Voice Encourage Champions on Social Media
• Millennials Are Tech Savvy • Millennials Make Up 1/4 of US Population • Friends and Family Matter • Will Outspend Baby Boomers by 2017 • Devoted to Social Media • Content Drives Engagement • Millennials Have Children • Respond to Unique and Creative Interactions • Wellness Minded
Come out and play, Millennials.
Engaging Millennials
Yesterday’s Marketing
The Digital World
Is it still worth it?
13 23
30 35
39 37
36 32
0
17.5
35
52.5
70
87.5
Silents (70+) Boomers (50-69) Gen X (35-49) Millennials (18-34)
Digital Traditional
Hours Per Week
What’s App
Yonder
Periscope
Allows anyone to become a broadcaster
Triposo
Triposo
See Triposo video here:
https://youtu.be/L_cUtps8RZk
Yelp
TV FoodMaps
Facebook Beacons
but better
Like Foursquare…
https://www.facebook.com/business/a/facebook-bluetooth-beacons
https://youtu.be/Md0izRneNvE
Beacon already in use - Tampa Bay
See Facebook Beacon in Tampa Bay here:
Branding the Beacon • Setting a Beacon up
a Visitor Center
• Keep Content Fresh and Relevant for people in a local area
• Offer special incentives to people who follow the beacon
Thanks to Our Sources