So your building products brand has a Twitter account, and an iPhone app is in the works. Think that’s effective marketing communications to successfully engage Millennials? A new generation is beginning to buy starter homes and tackle home improvement projects, and their attitudes toward advertising and branding are vastly different than other age groups. Millennials – young people ages 16 to about 34 – are sophisticated consumers who are fluent in technology, heavy users of social media, and they can see right through traditional advertising techniques.
Here are a few tips for successfully engaging these young consumers:
Give something back. A study by PR News found that Millennials are 7% more likely to choose a product if the purchase supports a cause than non-Millennials. If your brand supports a cause, especially a cause the brand shares a relevant and authentic connection to, it can be easier to gain the attention and respect of the Millennial generation according to a study by Cone Inc. and AMP.
Cause marketing can also be an excellent loyalty strategy when targeting young consumers: Millennials who feel a deep commitment to a cause can be more likely to develop a “strong personal relationship” with a brand that supports that cause.
Be a smart social butterfly. The importance of having a social media presence for your brand is old news by now, but make sure you’re managing your accounts in a thoughtful way. Social media is first and foremost about interaction, so don’t just broadcast promotional posts and tweets and call it a day. Look at what your target audience is already chatting about and converse, don’t sell.
Millennials want the opportunity to speak to and about your brand. Ask them engaging questions through your social media accounts, and provide space to rate and review products. The younger generation can be turned off by straight marketing pitches, so conversation is key.
Creativity counts. One of the best ways to gain the attention of Millennials is to produce fun, creative social content. A relatively small investment in creating a unique campaign on Facebook or YouTube can result in millions of impressions if the content is appealing to young consumers and they find it to be something that is worth sharing.
This point is particularly key in the building products industry. Prospects need education on the process and the products. Edutainment fits the bill: inspiring confidence and action.
Finally: keep your messaging consistent across all your earned, owned and paid media outreach. Not only will you maximize awareness, you build trust with a generation that has an innate mistrust of marketers.