How to Market to Millennials



No wonder it’s hard to get through to Millennials. Those were the words of one Millennial subject in a study group focusing on Millennial perception of brands, marketing and advertising. But, it shouldn’t be this way. Our problem isn’t moody Millennials, but a lack of clarity in our own marketing.

Last week I was working with a telecoms client, helping them develop their youth offering. The marketing manager was buried under a mountain of reports and articles about Millennials and what tech brands should do.

* Should you get on Twitter?
* Should you market on Facebook?
* Should you sponsor the local music festival or football team?
And so on…

It’s a common occurrence, too many questions, too many options, too much noise.

We end up doing nothing.

In these situations I like to bring client back to their center and focus on what’s important. What’s important is the 3 key questions I addressed in the Total Youth Handbook:

* Who are they?
* What do they want?
* How do we give it to them?

Clarity is power. With these key questions in mind we can address how we can market to Millennial customers, because the question of “how to market” is the answer to all 3.

In this article I look at how you can answer those 3 key questions and provide 7 examples of how to market to Millennials, using marketing strategies employed by brands like Amazon, Red Bull and Southwest Airlines.

Read on to find out how to market to Millennials:

Millennials and the $335 Billion Sharing Economy

millennials and the sharing economy

Beyond the speculation and hype, there are fundamental changes in how we market our businesses and, importantly, how we marketers and brand strategists build relationships with Millennial Customers. These changes are the result of the Sharing Economy, both driven by Millennial customers and made possible by Millennial entrepreneurs.

10 Ways Millennials are Changing Business Models and Marketing Methods

millennial consumers

BCG estimates the Millennial consumer market to be worth $1.4 trillion in the US alone. Globally, the market is worth around $10 trillion.

Now Millennials are becoming the world’s biggest consumer demographic, let’s look at the 10 ways in which they are changing the face of business for good. I’ve aggregated 10 opinion-leading articles to show how the media is increasingly focusing on Millennials.

My Top 10 Resources on Youth and the Sharing Economy

the sharing economy

What is The Sharing Economy? The Sharing Economy, according to Wikipedia, takes a variety of forms, often leveraging information technology to empower individuals, corporations, non-profits and government with information that enables distribution, sharing and reuse of excess capacity in goods and services. A common premise is that when information about goods is shared (typically via […]

Chart: Millennials, Car Insurance and Car Sharing

Chart: Millennials, Car Insurance and Car Sharing

In short, people still want cars but they don’t want to own them. If they can share and rent them, they can bypass many of the negative aspects associated with car ownership. While car ownership won’t disappear overnight, sharing economy business models like Uber and ZipCar will certainly be able to pick off the low-lying fruit of ownership such as the debt-ridden student market or young city-dwellers.