Millennials are savvy when it comes to marketing. They’ve got their ad blockers on, skip every commercial, and are generally dismissive of traditional marketing efforts. But we get it- it’s a big, bad world out there. Who can blame them for being wary of marketing from big corporations that spill oil, kill trees and damage the planet?
Millennials are influencing consumer-brand relationships unlike any other generation, and they’re forcing brands to rethink marketing strategies. With a budding sense of adventure and a desire for excitement, millennials are attracted to brands that are powerful, passionate, and pack a punch! Whether it’s a branded VIP party, an exclusive sneak peak, or an edgy-chic Soho exhibition, an event is a great way to share your brand with the millennial ‘it’ crowd. Here’s how to ignite engagement at your brand experience and hit all the right notes.
Know what your company stands for
A brand should always convey honesty, transparency and authenticity in everything it does. Millennials have an uncanny ability to spot a phony from a mile off, and they won’t stick around if a brand’s message appears to be inconsistent. To connect with millennials on a deeper level, you need to be sincere and honest about your actions and intentions. It’s important to challenge your own mindset, think outside the box, and align your message with something that truly matters.
Honesty goes a long way, and earlier in the year we teamed up with Journelle for their Valentine’s day Flower Bomb Campaign to showcase what an amazing and genuine brand they are. Our handsome cupids took to the streets of NYC on custom made flower-bikes to hand out smiles, bouquets, winks and Valentine’s wishes.
Was it simple? Yes. But that was the beauty of it! Our stunt was sincere, genuine and designed purely to spread the love – for the people of NYC and for Journelle!
Inject a dose of goodness into the world
Millennials value inclusivity, equality, diversity and social justice, and expect brands to be inclusive regardless of race, sexual orientation, gender identity or physical ability. In fact, millennials are far more likely to engage with brands who integrate corporate social responsibility into their business models. They’re paying attention to how you create products and the impact you have on the world.
We love how passionate millennials are about social change. While they’re checking your brand, it’s important that you check yourself too! Are you socially responsible? And does your content reflect diversity and inclusivity across the board?
Mega corporations like Starbucks, Google and Ben and Jerry’s are all on a mission to make the world a better place. So, find a cause that your brand truly believes in, and demonstrate that you’re dedicated to doing good.
Let the consumers do the talking
So, you’ve got a great brand. You’ve got a great ethos. And you’re creating genuine and memorable experiences for your consumers. Yay – what’s next?
Instead of marketing your brand at your audience, join forces and market with them. Millennials trust fellow consumer opinions, so encourage your consumers to share their own experiences with your brand online. For a little incentive, we love handing out exclusive freebies and brand giveaways at our events – it’s all about adding that personal touch!
Millennials are not unreachable. They’re switched on, and keen to connect with authentic brands that value genuine consumer-brand relationships over sales. Here at this is LESTER, we get millennials. We work with them, we are them, and we know just how to connect with them. Did we mention we also specialize in throwing out of this world brand experiences? So please get in contact, We’d love to discuss all things millennial.