Millennials grew up in an environment quite different from other generations. With the emergence of technology of the 21st century, they lived in an environment where knowledge and efficiency were at the root of their fingertips - quite different from prior generations. Needless to say, millennials can be hard to deduce because of how rapidly technology has developed with them as they’ve grown up, but here are some areas to focus on that will cater to millennials.
Convenience is an important factor dealing with all age groups, but it is especially important with millennials because their generation stresses this. They practically grew up with everything being convenient for them as opposed to other generations. Millennials are known to have a shorter attention span, so they are less likely to go out of their way to do something if it’s inconvenient for them to. Convenience can sometimes be the make-it or break-it point when millennials make a decision. Things that have more convenience are more likely to be chosen because of how they grew up.
For instance, Amazon has been a huge game-changer to shopping. In prior generations, shopping in-store was more of the norm than shopping online. However, shopping online has grown tremendously throughout the past decade because it is quicker, convenient, and the prices are competitive with those from a physical store. Amazon offers quick two-day shipping that is very enticing to millennials as it guarantees the quickness of a product arriving at a competitive price without even having to leave their door.
Through social media, millennials have been engaged with constant viral trends nearly weekly. Chances are you’ve heard of the Mannequin Challenge, water bottle flip challenge, and even PPAP. These trends are “cool” for a considerable amount of time as they go viral through social media platforms like Facebook, Instagram, and Twitter. Many companies may utilize these trends as a method of promotion by creating their own take on it. This is a way to captivate their attention if done correctly. However, remember to take into consideration when trends die down and how to execute them properly.
It is important to keep track of the ratings of your company or product because millennials have readily available access to tracking this. Most millennials have an app like Yelp downloaded to check where their next meal is, and places that have higher ratings will stand out more to them.
People trust in what fellow consumers have to say about the product, and the average rating gives an overall impression of the place. This is likewise when looking up anything from products to places to go. It is important to build up credibility online, so that ratings are high. Consumers will read reviews on products because they trust other consumers’ input more than the company. They can also go online to view the various pros and cons of things easily, so it’s important to try to maximize the pros. Also, it is important to respond to online inquiries when they are brought up, so that it may allow for consumers to change their ratings if their problem gets solved.
Engagement is critical when working with millennials. Many millennials grew up with social media and like to stay active online. Millennials like to stay up to date with the latest news and posts online. If a company doesn’t stay active online, then millennials are likely to forget about them since there are so many competitors in the market.
Make sure to update your communication methods frequently (e-mailing list, social media, website), so that millennials have it fresh in their mind amongst all of the other things that are going on in their head. Interactivity is a way to keep millennials constantly reminded about a certain product or company because they’ll remember the interaction that they have with it. A way to do this is by asking open-ended questions. Asking questions on social media pages allows for more engagement with the audience because it opens room for people to share their responses.
The visual aspect is important when working with millennials. To stand out, your visuals are going to have to stand out as well. There are different ways to approach this such as through vibrant colors that complement each other or through sleek minimalism. All visuals should be of utmost quality such as photography, videography, and designs. How you decide your aesthetic is solely up to you, but it should still fit the message that you are trying to portray.
For example, in the medicine industry, there are new brands such as Olly that are trying to appeal to millennials by offering more colorful sleek packaging on the medicine bottles with words related to the medicine that they are looking for. This is more likely to catch the eyes of millennials because it stands out amongst the other bottles at the pharmacy. The graphics on the Olly bottles sport catchy words that can catch the eye of millennial such as “solid bones” or “sleep” is put in place instead of “calcium” and “melatonin”. This is an effective way to utilize the aesthetic of a product to create a more unique marketing tactic on those shelves.
Catering to millennials may be an unpredictable feat. It might not even happen immediately, and it might even take some time to figure out all of the kinks. If you take the time to ensure that you or your company are actively trying to follow the criteria above, then you are one step closer to catering to millennials and being even more successful.
About the Author
Jennifer Nguyen was raised in Las Vegas, NV, and is currently an Economics Major and a Marketing Minor at the Lee Business School at the University of Nevada, Las Vegas. She aspires to work in market research as a marketing analyst. In her free time, she enjoys trying new food places and taking pictures.
Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of RVF or UNLV. In addition, thoughts and opinions are subject to change and this article is intended to provide an opinion of the author at the time of writing this article. All data and information is for informational purposes only.