Marketing to millennials | Sandee Jordan | #SoMeT15US New Orleans, USA

What’s a MILLENNIAL?

Today’s Agenda

Definition of a Millennial What do the studies say?

How to Market to Millennials

Millennial Misconceptions Does our perception match the research?

Get Millennials to come out and play!

Presented By Sandee Jordan, SEM Analyst

Millennial Traits • Never Known Life Without Tech • Hipster •  Environmentalist • Values Transparency •  Looking for Adventure • Work- Life Alignment • Risk Taker • Always on Social Media • Wants Instant Gratification

If you were born after

January 1, 1980

PLEASE STAND

Studies on Millennials.

AdWeek Findings

30% Yes

70% No

Which Social Media Networks Are Millennials On?

91%

73%

56%

44%

31% 23%

17%

22%

Koeppel Direct Findings

and Media Consumption

Goldman Sachs Findings

A growing number of Millennials are choosing to

live at home with their parents.

25%

26%

27%

28%

29%

30%

31%

2007 2008 2009 2010 2011 2012

Millennials at Home

Year-over-year sales growth of athletic apparel and footwear brands vs growth in total

apparel and footwear spending

-6%

0%

6%

11%

17%

23%

2009 2010 2011 2012 2013 2014 Athletic Brands Total Industry (PCE)

"When a brand uses social media, I like that brand

more.” -Lots of Millennials

Percent using Social for Purchasing Decisions

White House findings on Millennials.

“Millennials have been shaped by technology.”

“Millennials are now the largest, most diverse generation in the U.S. population.”

“Millennials value community, family and creativity in their work.”

Marketing to Millennials.

MISCONCEPTIONS, REALITY AND HOW MILLENNIALS FIT INTO YOUR MARKETING PLAN

Misconception Reality

Spends Roughly 600B Annually

Relies on Friends and Familyfor Purchasing Decisions

Values Customer Service and Personal Connection

40% of Millennials are already parents & in the next 10-15 years, 80% of them will be parents.

0

20

40

60

80

The Pediatrician Good Friends Their Own Mother

Biggest Influences

Content Marketing Tactics

GET PERSONAL Reference Location, Age or Referring Site

Don’t just tweet about it…

Learn how you can get into the action!

Come hang with us!

USE HUMOR Be Bold and Unique

Show Value Give Them Something For Free

(Laughs Count)

Show Value Give Them Something For Free

(Laughs Count)71%

of Millennials 43% Share on Social Media

30% Share

by Text 45%

Share Physical Coupons

Inspire With Images Appeal to Their Sense of Adventure

Inspire With Images Appeal to Their Sense of Adventure

Show! Don’t Tell. Don’t Rely on Logos or Calls to Action

https://youtu.be/s2QgGoAuwoU

See Inspired By Iceland video here:

Let The User Be Your Voice Encourage Champions on Social Media

• Millennials Are Tech Savvy • Millennials Make Up 1/4 of US Population •  Friends and Family Matter • Will Outspend Baby Boomers by 2017 • Devoted to Social Media • Content Drives Engagement • Millennials Have Children • Respond to Unique and Creative Interactions • Wellness Minded

Come out and play, Millennials.

Engaging Millennials

Yesterday’s Marketing

The Digital World

Is it still worth it?

13 23

30 35

39 37

36 32

0

17.5

35

52.5

70

87.5

Silents (70+) Boomers (50-69) Gen X (35-49) Millennials (18-34)

Digital Traditional

Hours Per Week

What’s App

Yonder

Periscope

Allows anyone to become a broadcaster

Triposo

Triposo

See Triposo video here:

https://youtu.be/L_cUtps8RZk

Yelp

TV FoodMaps

Facebook Beacons

but better

Like Foursquare…

https://www.facebook.com/business/a/facebook-bluetooth-beacons

https://youtu.be/Md0izRneNvE

Beacon already in use - Tampa Bay

See Facebook Beacon in Tampa Bay here:

Branding the Beacon •  Setting a Beacon up

a Visitor Center

•  Keep Content Fresh and Relevant for people in a local area

• Offer special incentives to people who follow the beacon

Thanks to Our Sources