Smart brands know that the holy grail for brand promotion comes directly from the consumer. They are connected to the consumer market and dialogue directly with them instead of at them.

It is 2016 and you may be gearing up for the best year of business thus far. This is a great time to start or refocus on your branding efforts. What is definitely NOT advisable is to believe that you can be impactful by connecting separately from your consumer. If you have not heard, engagement is the word!

Smart brands know that the holy grail for brand promotion comes directly from the consumer. They are connected to the consumer market and dialogue directly with them instead of at them. They know that organic conversations are preferred and user generated content (UGC) is king!

All you have to do is look at most of TV and online ads, and you will see that the theme attempts to make an emotional connection with the consumer. They do this through various mediums. Some even use personal home made videos or YouTube content. Why do they do this? One word, Millennials!

Why are Millennials coveted for brands?

If as a brand you are not connecting and learning about this group, you are missing a huge opportunity not to mention section of the consumer market. A person born 1982 thru 1999 is considered a millennial, start date varies. It is estimated that there are 80 million of them. Why are millennials so coveted? They typically have increasing buying power as they get older and they are usually early adopters ready to try new products while being huge influencers on the purchases of others. However, their thought process is different from the Generation Xers. Social causes are important to them. Brands with positive outcome for the consumer is key. They have higher tolerances and are more broad-minded. They see higher education as a necessary and expensive consumer good. They are politically oriented and community engaged. They are masters of self-expression and are determined to set their own path. (Millennial Generation Research Review) Above all, consumer markets research shows that this group relates best to the people they perceive to be like them. With such big numbers, increased spending power, influence over purchases and a desire and determination to express their selves as they see fit, you can see why they would be sought after. Also, if you acquire their attention and trust at an early age, it’s possible to have their loyalty for many years to come, and this is critical because their peak buying power is still decades away.

How do brands reach Millennials?

With an annual purchasing power of an estimated 200 billion, knowing how to reach millennials can be critical to your brand.

1. The majority of millennials use social media to connect with brands. They spend 1.8 hours a day on social media.
2. A brand that shows it cares is attractive to this generation. Be involved in philanthropic causes. Be concerned about how your product/service affects consumers.
3. Have highly engaging content online. Millennials are willing to share information about their brand preference with their peers online.

Finally, you must have good branding and story telling. Knowing what this generation enjoys in terms of graphics, language and tone is crucial. Offering perks and being positive is very important. Never be fake. Always be authentic. For both males and females, happiness is their ultimate goal, so never “sell” them. They are very optimistic a trait that can be very beneficial to brands who provide products that they hope will change the world!

Caroll Atkins
CarollAtkinsCreatives.com