Millennials, millennials, millennials… This term is currently on the tongue, and it is fully justified. Figures speak for themselves: millennials make 21% of consumer purchases, and it is estimated to compose over a trillion dollars in direct buying power. What is more, they have a great impact on older generations and their consumer decisions set trends across all spheres and industries.

Therefore, the companies’ concerns and competition for millennials loyalty are clearly comprehensible. But how to fit the ax in the helve? The word “dope” can be a solution. Let’s explore 5 lessons to target millennials using unstudied conception of dope marketing.


Make a millennial responsible

Heads of marketing departments could be incredibly talented, well-educated and hugely experienced, but they still face the problem of attracting millennials to their business. Why? The reason is simple: they are not the millennials themselves.

The fact is that generation Y really differs, and to target them it is vital to understand them and speak their language. Taco Bell company, for instance, has succeeded with “a strange new vocabulary” of its young clients with the conception of “Millennial Word of the Week”. They integrate trendy and dope terms millennials use on a daily basis into their messages. Worth admitting that this creative tactic works well, however it is only about language, but not about content, principles and interests.

According to BCG, 59 percent of millennials preferred brands that reflected their style and personality and 40 % stated that they were willing to pay extra for a brand or product that reflected the image they wished to convey.

If you want to ease your problems and not to struggle with a “strange” mindset of millenials – just put a millennial in charge of the marketing department. Companies who understand their customers are much likely to succeed.


Use social media

Marketing attempts to reach millennials through traditional forms of advertising will not bring any changes. Keep up with trends – use social instruments. That is probably no news, but all social experiments (not just having a Facebook or Instagram page) do a good job for company’s revenue and client base.


Experiences Are Better When Shared On Social Media


All major giants already took this tactic on board – consider at least the example of Mercedes-Benz. Their promotion strategy does not have any relation to direct sales, however the power of social media plays a major role in their marketing success.


Create an eye-catching content

Another powerful tool, which needs to be considered with regard to millennials, is content. Just imagine: we have a number of things happening all at the same time, the speed of information consumption is enormous. What is a likelihood that we devote a considerable time to your content (or even read it at all)?

The likelihood is high, if your content attracts us. Try to create something so amazing and bomb that we will ignore obsessive advertising and continue reading. What is more important, forget about direct sales, like Mercedes-Benz did. Reaching millennials trying to sell them something is impossible. Statistics shows that nearly a half of generation Y prefers to buy a product to support some cause. And 80% of millennials expect that companies will entertain them.

According to AdYouLike, it even doesn’t mattered, if content is sponsored or not, if it raises their interest. Native advertising is not appalling, alternatively to direct sales. And 57% of millennials are tempted to check the sponsored content, because it tends to be more exciting and entertain more.


Sponsored Content Statistics


So don’t try to sell, create funny, wacky and creative content (with a catchy headline), which helps or entertains, and millennials will keep reading, sharing and rereading. And buying, eventually.


Make the use of sharing marketing

Building loyalty is not easy. However, brands often forget one simple thing – loyalty is already built, between potential customers and their friends, relatives, or probably some of their idols. That is the thing about so-called promoted content, which demonstrates who of your friends has liked that information. Therefore, using sharing tools and targeting friends of your clients significantly eases the marketing process.

Another interesting feauture is that millennials sometimes use to share information in exchange for reward. Bonuses, gifts, sales and discounts – all these work. Nearly 51% of millennials would share information in exchange for a benefit.

Recently, we’ve already mentioned the sharing culture of millennials. And the Coca-Cola company, who had outcome its competitors twice, with the help of the sharing strategy, is a remarkable example.


Be dope

And, finally, be dope. This idea covers all previous points and even all unmentioned ones. If you want to reach millennials, the largest purchasing power on the market, change your marketing strategy.

Create dope content, which is hard to ignore, use modern tools and avenues of promotion and appeal to friends and emotions. And don’t forget to put a millennial in charge of your marketing department. He would explain in details what “dope” actually means.

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