Why target Millennials in your prospecting? Because once their loyalty is secured, they are more likely than non-Millennials to share their love of your brand, product, or service with others. Furthermore, once you gain their loyalty, they will often spread the word for you, especially if you help them do it. How do you go about attracting this key customer base? Use multiple channels. Millennials are multi-channel researchers. One study of their travel planning habits found Millennials use an average of 10.2 information sources during the planning stage. Millennials certainly respond to digital and to social marketing, but they also welcome direct mail, as long as it is appropriate. As we discovered at the DMA Conference last fall: "Young media savvy consumers - who can be reached across print, social media, websites, video and more - require a targeted approach to make the best out of each channel. The &THEN sessions delivered some surprise observations that are happening on the marketplace. First of all, email is still appreciated by consumers when it is targeted and relevant (DMA Statistical Factbook), and the majority named email the preferred channel to be contacted by brands. More surprising, 'snail mail' is far from dead, but actually exponentially more effective than digital channels: In the 2015 DMA Response Rate Report, direct-mail response rates were at 3.7% compared to 0.1% for email and social media! Note: Analog mail needs to be targeted, personalized, and based on customer data to be efficient."
Don’t provide irrelevant information. Millennials don’t like to be inconvenienced, so target and personalize the message. Know what types of information they are looking for and how they want that information shared before you move them into the sales funnel. Respecting channel preferences is critical to these consumers. Shorten the timeframe. Millennials use a lot of devices and draw on lots of information sources during the research process, but they make the actual buying decision fairly quickly. If you are selling brick-and-mortar, adding QR Codes to hang tags, product packaging, and in-store displays is a great way to take this audience directly to customer reviews, product comparisons, and feature-rich product videos that can help them make that decision right then and there. Make it easy to share. According to the Boston Consulting Group, Millennials are twice as likely as non-Millennials to share pictures or experiences online using their mobile phones. So help them do it! Create incentives for social-media sharing such as “Post a picture of yourself in our store on Facebook or Instagram and get 10% off immediately!” Cr Take the time to get to know Millennials and refine your strategies to woo them. After all, what could be better than attracting customers who, once their loyalty is secured, will turn around and attract more of the same type of customers for you?