Millennials Hate your Marketing — Here’s Why (and what you can do about it).

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You’ve done it!  You researched the young adult market, identified their buying power, and now that “just for millennials” campaign has launched and you’re waiting for the leads to roll in. But instead, nothing happens.

What’s behind the lack of attention and response from this coveted age group? Adults under the age of 30 make up about 1.4% of the U.S. population and pack about 1.3 trillion in buying power domestically. This massive market is made up of savvy consumers who are digital natives and who are very aware of marketing and advertising.

So, why aren’t they paying attention to your marketing? It could be one of these three reasons.

You Treat Them as an Afterthought

It’s a common misconception that millennials, particularly young ones, don’t have the money to buy things or that they waste their money on the wrong things, like avocado toast and pumpkin spice lattes. The problem with this approach is that brands who see these young adults in this way tend to promote the most heavily discounted or bottom of the line products using cost-conscious gimmicks.

Both entry-level products and marketing gimmicks drive millennials away. These savvy users what the newest, the latest and the best, and they can pay for it. Don’t assume your youngest targets can’t afford your best or most recent models. If they are truly captivated with your brand, they’ll find a way. Offer your best products and your most innovative lineup to this group and if they like what you have to share, they’ll keep coming back for more.

You Roll out a “Millennial” Product

You may call it that internally, but labeling your product as a millennial offering is a sure way to drive young adults away from it. Promote it that way on social media and you could get a lot of attention – in a negative way. That innate disapproval of marketing means that millennials are going to be suspicious of any product that announces itself as aimed at them (and could even mock it relentlessly online). You can target millennials with a campaign, approach, or product, but don’t overtly mention it in your materials to avoid a backlash.

You’re Not Social

If you’re dabbling in social media because you are supposed to, but not truly interacting, you’re likely driving away the very consumers you want to attract. Millennials are social media savvy and use channels regularly for entertainment, engagement, and social chatter. A steady stream of promotion is going to drive these coveted young adults away. Instead, pull back on the promotions and truly engage.

If you have an employee who already loves social media, this might be the right person to have monitor and post, even if they are not officially on your marketing team. Social media channels that speak to and “get” millennials can lead to huge brand success, while a mismatch in your messaging can cause millennials to see your brand as out of touch or irrelevant.

Harnessing the power of this massive demographic is well worth the effort, but the first step is ensuring that your current messaging isn’t driving your young adult targets away from your brand. Taking the time to learn how millennials spend money, what matters to them, and even why they love engagement so much can help you tailor your efforts to resonate with this coveted group.

 

 

 


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The truth about direct mail marketing campaigns – still effective after all of these years; and yes, even to millennials

Direct mail marketing - to millennials

There has been quite a backlash from The New York Times blockbuster article last weekend claiming that social media giant sites Facebook, Twitter, Instagram and others routinely look the other way (some would say even encourage) when fake and paid-for profiles make up a significant portion of a member’s group of followers. Part of the narrative is that internet marketing numbers have been over-hyped from the beginning, and that this latest expose should come as no surprise to anyone who has followed the history of online marketing.

The overstating of subscriber and follower numbers and impact is a reminder that there are other, often more reliable forms of marketing that are available to your business. With the right advisor to guide you while also helping you to create, design and execute a highly effective Direct Mail marketing campaign, you can reap significant financial benefits from your marketing budget. In the West Palm Beach market, Print It Plus is one of the very few printing, branding, advertising and marketing companies that has the expertise in all of those areas to help you maximize your return on investment on your direct mail campaign.

Is it true that direct mail can still be an effective and cost-effective marketing tool for your business? Yes. And do not take our word for it. There have been numerous studies conducted by well-respected companies in recent years highlighting that even millennials – yes, millennials! – read and utilize information and coupons they receive in their physical mailboxes. How attracted to direct mail are millennials?

Recent studies report the following data:

A study cited in a 2013 article in Compu-Mail shows:

And here are additional statistics cited from another recent article on Digitaldogdirect.com:

  • 90% of Millennials said they would prefer postal delivery over email when receiving promotional items. (Source)
  • 82 percent of Millennials read direct mail from retail brands and more than half (54 percent) look forward to receiving hard-copy retail catalogs in the mail. (Source)
  • 73% of Millennials use direct mail coupons when making purchases. (Source)
  • 63% of Millennials who responded to a direct mail piece within the past three months made a purchase. (Source)
  • 90 percent of Millennials think direct mail advertising is reliable. (Source)
  • Those ages 18 to 21 read mailings immediately 62 percent of the time. (Source)
  • 25% of Millennials consider reading direct mail a leisure activity. (Source)
  • 80% of Millennials want brands to entertain them, and they find direct mail entertaining. (Source)

 

The bottom line is that a well-strategized plan using Direct Mail and/or Every Door Direct Mail campaigns will get your business a significant amount of exposure to potential customers, even when they are millennials.

At Print It Plus we can help you with all of your marketing ideas, including showing you how to incorporate a powerful direct mail campaign into your plan for 2018. In addition to our knowledge of every door direct mail (EDDM) and all other aspects of direct mail, we offer custom design and production for all of your marketing pieces including on vehicle wraps, posters, banners, signs and all printed materials. We also offer mailing, branding, business stationery and business cards, marketing collateral, variable data printing, promotional products, websites and secure web form services for medical offices.  It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton. Ask about our free pick-up and delivery throughout the county on your order, as well!

To talk with our account team, one of our designers or to place an order, contact us today by calling us at (561) 790-0884. You can also visit our website at HTTP://WWW.PRINTITPLUS.COM or email us at info@printitplus.com. We look forward to helping you CREATE INFINITE POSSIBILITIES throughout this new year of 2018 and well into the future!

 

Here are links to the two articles mentioned above:

Here are links to four other articles with more data which further supports millennials’ attraction for and significant usage of direct mail.