Image-conscious yet adverse to stereotypes, particular yet frugal, it may appear a complex task to win the attention and the business of a millennial. But studies have shown that Millennials are not only the vastest but the most brand loyal generation; meaning that the landscape of out of home advertising has been forced to evolve. Brands are being left with no choice but to reshape the way that they appeal to this new, technologically minded, aesthetically focused, financially savvy generation.
In order to crack the crucial code of how to gain focus of a Millennial, advertisers must determine that factors that make up the wheel of interest for this generation. One Agency know that the important factors to consider are:
Individuality is unquestionably the most important aspect to consider when advertising to millennials. This is the generation of the lifestyle blog, the at home shop, the outfit of the day, and the Kardashians. Branding is everything. Millennials practice the art of advertising every day through Instagram, Snapchat, Facebook and Twitter.
Individuality is strived for and achieved firstly by developing a crucial signature tone of voice. Potential customers should be able to read content and place ownership on your brand instantly. Certain brands have strived to utilise the taboo, such as Missguided, and therefore the brand reflects a devil may care, braver than brave attitude that customers have now grown to associate with their clothing. Other brands have maintained a reserved, monosyllabic tone, such as Dior, so that the brand reflects a reserved dignity, and almost unattainable desirability. Though these two brand identities vary dramatically, both are appealing to the same demographic simply because of their successful branding.
Savvy Shopping. Know your demographic. The last of the Millennials are beginning to come of age, so we are discussing a generation of students, young professionals, and young families. With this in mind, Millennials are a generation that has adapted to a life based around technology, and they are aware that there’s always somewhere that they can purchase this exact same storage unit/pair of shoes/set of garden gnomes, but for half the price.
Therefore, this demographic must feel as though they are getting the best possible deal before they commit to a purchase. Successful campaigns have seen advertisements that feature an exclusive discount code, invitations to discount events, or promises of freebies (should the viewer only visit a certain website, join a certain Wi-Fi network, enter a certain code, or engage with the brand in some other way.)
Millennials don't like to have things sold to them. Following the popularised broken promise that the Lib Dems would vote against any rise in tuition fees, they are all too aware of falsehoods. And when an advertisement looks too much like an advertisement, a Millennial will lose interest.
This is where social media becomes a useful tool at the advertiser's disposal. It has been ascertained that while most adults check their phone an average of 30 times per day, the average Millennial checks their over 150. They're checking their messaging apps, their social networks, and their music streaming apps. They are consulting search engines rather than their peers, parents or books and they are passionate about doing so. Apps and websites are increasingly utilising advertising schemes that are generating large scale exposure.
Fundamentally, to advertise effectively to millennials, these three factors must be considered and combined to create a brand that is unique, noteworthy and visible.
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Words: Amy Cully Steele