Millennials and their Gen Z siblings are the first truly digital generations, some learning to swipe a screen before they could wipe their own faces!
Millennials are a particularly powerful bunch, currently holding more spending power than Baby Boomers. By 2020, this group will have a collective spending power of $1.4 trillion. What does this look like in a daily snapshot?
- More than nine in ten millennials own smartphones, and 90% of millennials have at least one social media profile. Of that majority, 52% are active on 5 or more social media sites
- Millennials make up 58% of mobile shoppers and are 2.5 times more likely than the average shopper to be influenced by a mobile app.
- 73% of online millennials believe that internet has been mostly a good thing for society, and they certainly believe their gadgets bring personal benefits: 53% of Millennials said they would rather give up their sense of smell than their technology!
- While young people love being online, they don't go there to read ads. In fact, YouTube recently hit upon the idea of six-second ads as a way to try and keep fidgety viewers watching.
While online presence can build your brand and increase your web traffic, businesses are finding their digital marketing campaigns are easily lost in the shuffle of online noise. Print is gaining influence each year, with direct mail alone showing strong results among millennials:
- 92% are influenced to make a purchase by direct mail.
- 90% said they would prefer direct mail over email.
- 90% think direct mail advertising is reliable.
- 73% use direct mail coupons when making purchases.
- 63% responded to a direct mail piece to make a purchase.
Corner Younger Markets
When you want to reach new generations through print marketing, here are three ways to make your message more effective.
1. Keep it short and sweet.
Young people want answers fast, so keep ads quick and to the point.
Avoid long advertisements, and think about ways to increase visibility. Here's one inspiring example:
Reddit currently has over 1 billion unique visitors per month, but at its conception, the company only had a small advertising budget of $500. Faced with limited options, its founders turned to stickers. Everywhere they traveled, they put stickers on posts and signs. They even gave them out to people with the request to "please sticker responsibly." The sticker campaign paid off and later led to other grassroots campaigns that helped make Reddit enormously successful.
2. Use social proof.
Need an accurate answer?
Phone a friend or poll the audience! Millennials and teens trust friends, family, and testimonies more than the company they're buying from, so incorporate reviews and user content in your ads to demonstrate why other others love your product. Use quotes, pictures, or user benefits others have realized, and you will easily gain influence.
3. Make it tech-friendly.
Use your company website in all print advertising, and consider adding QR codes and scannable coupons to increase digital and offline connections.
Use pictures of people using your products with links to unique online landing pages so you can better track your results. Make it easy for people to access your company online, and your sales will see an immediate boost.
Print to Win
In an ever-changing world, effective companies must learn to translate their products and values to a new demographic.
Be intentional through print, and you will cut through the clutter today.