The best way to market to Millennials.

Although many people still confuse Millennials with Gen Zs and still think of them as being in their early twenties, the generation is steadily maturing. Born between 1981 and 1996, even the youngest Millennials have left formal education and are kickstarting their careers. At the upper end, the generation is approaching middle-aged and is likely to already have young families of their own.

When it comes to marketing, you can't just bundle Millennials and Gen Z together. For all the similarities they share, there are tons of differences between them. A word to the wise: have an individual target strategy for each. So, take a look at Ello Group’s three key tips below:

1. Understand their pain points.

Millennial diversity is one of the biggest reasons they're so difficult to target. Stretching from their late 20s to mid-40s, younger Millennials likely have different stresses and pressure points in their life compared to those at the older end. So, you've got to consider each of their needs and tweak your marketing message to suit them.

One of the main issues affecting many Millennials? Rising house prices. Many have struggled to step onto the housing ladder, leading to the label 'Generation Rent'. Trying to buy homes, raise families, and clear student debt while costs keep rising in the background means saving is a massive part of many Millennial lives.

A huge chunk of Millennials won't pay out for stuff they don't actually need. Because of this, your marketing messages should talk about financial security, responsibility, value for money, and self-reliance. That’s why one of the best marketing methods for Millennials is making them aware that investing in your brand will improve their lives and be worth spending their hard-earned cash on.

Social change is impacting Millennials, too - things like protecting the environment and avoiding professional burnout. You need to show that your brand notices and responds to these challenges at any appropriate moment.

2. Create engaging content.

Millennials don't tend to impulse buy and usually educate themselves before purchasing something. This means you've got to give them lots of info on your products or services to help them make informed decisions.

However, you don't want your communications to be too sales-led; this can lead to a lack of trust in your brand. Instead, create content that naturally introduces them to and makes them want to engage with your brand – informative and educational content such as blogs, e-books, and videos are an easy option. If you provide Millennials with information that helps them learn more about a topic or idea, they're more likely to think positively about your brand and keep coming back for more.

Brands should also consider making the most of Millennials' social-savvy nature. Creating shareable social content helps build an online brand presence that Millennials will want to engage with.

Expert and peer reviews are also crucial. Did you know that 73% of Millennials say they're influenced by the opinions of others before making a purchase? If Millennials hear about your brand from a friend or colleague, they're more likely to try or buy from you than if they see your brand through traditional advertising methods.

3. Focus on experiences.

While Gen Z prefers to spend their free time online, Millennials value experiences and spend an average of six days a month participating in activities like live events, eating out and going to the cinema. 50% of all their disposable income is splashed on leisure.

As a result, your marketing strategy should cater to Millennials' desire for stimulation. A whopping 78% of Millennials would rather spend cash on experiences than coveted goods, and 72% want to spend even more on experiences in the next 12 months. To adjust to this, you should focus more on the experiences associated with your brand rather than just the products and services themselves.

Creating engaging experiences helps you to build trust with Millennials. It brings them closer to your brand and makes them more likely to stay loyal. Vans 'House of Vans' event spaces in London, New York, Brooklyn, and Chicago are good examples. They're held in high regard by many communities. From skateboarding to live gigs, these branded spaces are a breeding ground for shared passions like music, film, and extreme sports.

How can Ello Group help?

Whilst creating unique, interactive experiences specific to your brand is undeniably impactful, it’s not the only way in which your organisation can focus on experiences. 

Instead, you could create bespoke loyalty schemes that offer a range of discounts on a broad selection of experiences. For example, Ello can provide dining rewards, entertainment benefits, cinema rewards and more - helping Millennials enjoy doing what they love for so much less. Whether it’s saving an average of £25 every time they eat out with tastecard or making good use of our 3050% off cinema ticket deals, what’s not to love?

Try the best ways to market to millennials today.

With many brands confusing Millennials and Gen Z, tweaking your strategy to focus on them individually is key, promising a positive customer experience all round. Adapting and aligning your products and services with Millennials' preferences won't just increase brand engagement, but it'll also teach you more and more about them as time goes on.

To sum up, you need to get under the skin of Millennials' major pressure points so that your messaging resonates with them. You've also got to focus on experiences and create engaging content that sets your brand apart; it'll help you build strong relationships with this key target audience for years to come.

If you're after more info or advice on how to market to Millennials or need support developing your own loyalty and rewards platforms, get in touch with our customer engagement specialists today.