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


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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How to Inspire Those Around You Like the True Leader You Were Meant to Be


Even business professionals with the best of intentions often make the mistake of assuming that solid leadership is about one thing and one thing only: delegating responsibility. You’ve worked hard your whole life and you’ve ascended through the ranks – now is the time when people should start listening to what you have to say, right?

Yes, but not in the way you think.

You’re the Inspiration

In truth, employees shouldn’t be doing what you say just because you’re the one saying it. They should be following your guidance because they want to, they’re inspired to, and if given the opportunity, they’d be steering that proverbial ship in the same direction that you’ve chosen. To get there, though, you’re going to have to do more than just bark orders. You’re going to have to inspire. Here are a few key things to keep in mind when trying to inspire others.

Leaders Who Inspire Support Their Employees in More Ways Than One

One of the most common traits among leaders who inspire their workforce is that they tend to support their employees, both personally and professionally. After all, everyone wants to have meaning in their lives and wants to be encouraged to follow their passions.

To help support this, you need to create an environment where learning is encouraged and where everyone feels like you have your own personal interest in their success. You need to be a leader that fosters development – someone who looks for and utilizes every opportunity for a person to take a positive step forward. Doing this won’t just inspire pride in one’s work, it’ll go a long way towards inspiring loyalty, too.

Inspirational Leaders Set the Tone

Another essential trait that you’ll need to focus on to both inspire those around you and to become the true leader you were meant to be is to lead by example. This goes far beyond just “treat others how you want to be treated.” You need to show that you’re willing to do what you want others to do, too. Never ask someone to do something that you would never be willing to do yourself. Don’t be afraid to get in there and get your hands dirty, so to speak. If you want your team to put in long hours and work hard on that next big project, you have to put your money where your mouth is and show that you’re ready and willing to do the same.

Inspirational Leaders Value Trust Above All Else

A truly inspirational leader knows that human beings are exactly that – human. The road to success isn’t going to be an easy one and if you aren’t willing to trust the employees around you, they will soon recede into their comfort zone. They’ll quickly start to feel like the risk of stepping outside that box isn’t worth it and that the environment they’re spending so much time in just doesn’t support them in doing so anyway.

By trusting your employees (and being willing to accept that not every challenge is a simple one to overcome), you’re creating a situation where people are more willing to take on challenges and risk any failures that come their way. You need to show people that even if something goes wrong, you believe in them and that you have their back. You need to make them believe that even when they have a setback, you’ll still be by their side, urging them to move forward. Rest assured, at that point, they will.


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Why Patience is One of the Most Important Qualities a Leader Can Have


The chasm between a leader and a great leader is a deep one. It is one that is often filled with qualities like clarity, decisiveness, courage, passion, and a healthy amount of humility given the circumstances.

But one of the major qualities that is essential to leadership that people don’t talk about nearly enough is patience. When patience is practiced wisely, it can have a dramatic effect on your entire organization from the top down.

The Ripple Effect of Patience

In general, patience is more important than just being willing to wait for results. Yes, all people are different and employees need to be given room to move at their own pace for the sake of quality. But, the true benefit of patience runs much deeper.

First and foremost, patience shows respect in a way that also encourages productivity at the same time. If you’re the type of leader who delegates responsibility but then spends hours each day telling people to “hurry up” or to “get things moving,” ultimately all you’re really doing is creating frustration or fear in an environment where you can afford neither.

Being willing to wait for someone to work at their own pace shows an employee that you value their overall contribution to the larger organization. You didn’t just choose any person for this job; you chose the right person for the right job. Sometimes, that takes a little more time than you’d like, but that is perfectly fine. Patience is also an important acknowledgment that every person progresses at a different pace. If you’re up in arms every time someone takes a little more time to complete a task, what you’re doing is communicating that they’re not as good as someone else when given the same responsibility.

Patience Also Says a Lot About You, Too

Being patient with others isn’t just about your employees – it also speaks volumes about you. When you’re constantly working from a place of “I needed this yesterday,” all you’re doing is artificially inflating the stakes of the business you’re trying to run. You’re not making considerate decisions; you’re making ones fueled by little more than raw emotion and a ticking clock.

Patience shows that you’re the type of leader willing to stop and let things breathe for a moment. It shows that you’re willing to listen and consider all variables before making a thoughtful judgment about what to do next. It shows that you’re not the type of person to make snap decisions that you’ll later regret and that your employees shouldn’t be willing to settle for that, either.

These are just a few of the many reasons why patience is one of the most important qualities a leader can have. It’s also important to remember that you need to be patient with yourself. Patience is a virtue, yes, but it’s also something of a discipline. You’ll need to acknowledge the importance of patience and the role it plays in your business so that you can grow into the type of leader who no longer has to make an effort to be patient with others. Instead, it will become an afterthought.


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Wish You Were More Productive? Try These 3 Tips!


Being productive means making room for the things you really want and uncovering new and innovative ways to work smarter, not harder. Thankfully, it’s a lot easier than you probably think it is. If you want to become more productive, here are a few key traits you should focus on.

Take Frequent Breaks to Recharge Yourself

Although this may seem a bit on the counterintuitive side, studies have shown that taking frequent breaks throughout the day help to recharge yourself. Our “biological clock” has two basic forms that are dictated by our natural twenty-four (circadian) rhythms and our shorter than a day, but longer than an hour (ultradian) rhythms. Our ultradian rhythms essentially function in 90-minute intervals. This is why it’s so easy to go from “firing all cylinders” to “boy I need a nap” and back again throughout the course of your work day.

Remember that managing your time and managing your energy are not mutually exclusive. Taking breaks will help get you over the hump and allow you to come back better and stronger than ever.

The Results Are All That Matters

In a piece originally published by Forbes on how to be a more productive manager, it stated how one of the key traits to focus on is leaning into the results, not the process. One of the reasons why we often feel overwhelmed at work is because we’re just not getting the results we’re after with a particular task. This causes our productivity (and as a result, our morale) to take a nosedive.

Because of this, it’s important to make your number one priority a high-quality, consistent, and reliable output, rather than simply trying to do as many things at the same time as possible.

Discipline, Discipline, Discipline

According to the experts at PsychCentral.com, one of the essential things that you can do to become more productive at work is to maintain a strict sense of self-discipline at all times. Highly productive people aren’t just able to eliminate tasks that are ultimately time-wasters – they also have a high degree of personal responsibility and are constantly looking for ways to improve themselves, both of which fall back under the distinct umbrella of discipline.

Hitting goals, meeting deadlines, fulfilling promises – these are the true goals behind that task you’re trying to find the time to accomplish. Maintaining focus on these through strict self-discipline is the perfect way to suddenly find more time in each day.

These are just a few of the key traits that you can focus on to instantly become more productive at work. This was the good news – the better news is that gains like these in your professional life will undoubtedly have a ripple effect on your personal life, too. You’ll be happier at home, and you’ll have more time to spend with your loved ones. It really is a win-win situation.


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Veterans Use the Internet to Expand Skill Set and Boost Income

Happy Veteran US Army
As a war veteran, Shane Thomason knows firsthand what it feels like to experience victory in battle. After being home for nearly ten years from the Iraqi War, Thomason now spends his time giving back to the community and expanding his occupational skill set via the internet. Owning more than 250 websites, including RandomVeteran.com, Thomason enjoys working from home and has found much success in being able to sell unique t-shirts and other novelty items online.

Thomason isn’t the only veteran taking advantage of the internet to boost his annual income. There are veterans located all across the globe who sell items and services online as a way to supplement their earnings, and for many of them, they simply do this for the same reason Thomason does — to pass the time and keep their minds occupied.

A former civil engineer for the US Navy, Zachary Scheel, says, “Veterans are comfortable operating in high-pressure environments that are changing rapidly, where they’re constantly forced to make decisions with incomplete information.” And while many common internet users may not think of the online world as being high-pressure, Thomason is sure to tell you different. From selling websites at exactly the right moment to creating content on a consistent basis, operating businesses and sites online is a full-time job that requires much attention, and more so, much intelligence.

There are many skills learned through the military and overseas that can be used in business. Six of the most valuable skills veterans can carry over from the battlefield are integrity, dependability, sharp decision-making, the initiative to go above and beyond, tenacity, and adaptability. The capability to take advantage of technology is also another skill that veterans are familiar with, making them all the more apt to find success. Whether it be learning new software or performing website coding, veterans often have a knack for training themselves.

Thomason wrote articles for his local newspaper, the Grayson County News Gazette, while serving in Iraq, which greatly improved his ability to write and has translated into an exceptional skill for being able to create web content, including home pages and product descriptions, which he uses to sell t-shirts and other items on RandomVeteran.com.

One of Thomason’s most valuable pieces of advice to other veterans who are considering using their skills for work is not to become a recluse. Thomason says, “helping the community by being actively involved is the primary way I am able to sustain peace in my life. Sure, working from home is great, but getting out in the community and working with the children and other veterans is what keeps me moving forward from one day to the next.” Thomason is the Commander of American Legion Post 81 and spends a great deal of time giving back to his community when he is not working.

Generating business is simple when veterans take advantage of the existing skill set that they acquired while serving in the military. Veterans can also find an abundance of resources available to them. From online training courses to website builders, many of these resources are available free of charge because they have served in the military.


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Indra Nooyi: A Story in Being Yourself and Persistence

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Have you ever heard of Indra Nooyi? Maybe not, but you’ve probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That’s because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard’s master’s degree program in business. However, graduating wasn’t her biggest challenge. It was translating her academic success into a result: getting a job. Ms. Nooyi’s first real interview was total failure – no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply “be herself.”

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It’s not the suit, it’s not the past laurels, and it’s not the school degree. What makes the difference that catches people’s attention and gets their support is one’s personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.’s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don’t take that leap. It’s too risky, it’s too costly, or it’s too unknown. Yet from Ms. Nooyi’s example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That’s what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi’s example, there’s a better choice.


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Personalization Matters: Why Going the Extra Mile is Always Worth It

Personalized graphics and advertising
When people talk about the decline of “mom and pop” businesses in favor of the giant, national retailers, one of the things they bring up is that it’s hard to find a store that you can walk into these days where the person behind the counter actually takes the time to learn your name. You can’t walk into a national brand and expect someone to go “Hey, Phil – how did that new garden hose you bought last week work out for you? I’ve been thinking about you, and I thought you might like this other new product, too.”

But the fact of the matter is that these days are not over – not by a long shot and especially not in the world of marketing. You absolutely can inject this much more intimate, fulfilling level of personalization into your marketing collateral – provided that you’re willing to go the extra mile.

Personalization in Marketing: By the Numbers

If you ever wanted a clear cut example of why “going the extra mile” is an investment that pays off in more ways than one, look no further than the following statistics:

  • According to a recent study from Digital Trends, an incredible seventy-three percent of consumers prefer to do business with brands that use personal information to help create more enriching, more relevant shopping experiences.
  • According to a completely separate study from Infosys, eighty-six percent of consumers said that the level of personalization (or the lack thereof) absolutely plays a role in their purchasing decisions.
  • If you think that personalization is only a game for digital and internet-centric businesses, think again: direct mail success rates are continuing to trend upwards because, you guessed it, people find actual mail that they can hold in their hand much more personal and rewarding than something that is easily ignored like an email.

It’s About “Walking the Walk”

The major benefits of personalization in marketing extend far beyond just statistics like these, however. It all comes back to the values that your brand represents and the promise that you’re making to each and every one of your customers. Simply put, it’s one thing to say that you care about all of your customers – it’s another thing entirely to do the types of things that turn this from catchphrase into irrefutable fact.

Put yourself in their shoes. If you get two pieces of marketing collateral in the mail – one of which is addressed “Dear Sir or Madame” and another that has your name and maybe even specific information about past purchases that you’ve made – which one are you going to put more faith in? Which one would you bet cares about you more? Which one would you believe has a vested interest in making your life better?

Your customers have made their opinion loud and clear – they don’t just want you to sell to them. It isn’t just enough to have a product or service that is objectively better than anyone else’s. They want to be a part of something larger than a single purchase. They want something that they’re not going to get anywhere else – a true relationship with the people they give their hard-earned money to. Personalization and going the extra mile are just among the many, many ways that you can now do that in the modern era.


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4 Stubborn Business Myths

myth

Entrepreneurs know that owning a small business takes dedication, passion, and hours of concentrated work. You may run into obstacles that test your business and your perseverance, obstacles that are norms in the world of business which each entrepreneur must learn to navigate. However, there are some obstacles that you may be facing without realizing it. Those barriers are stubborn business myths that just won’t go away because people believe them, even though they aren’t true.

1. It’s not what you know but who you know.

In the course of doing business, business owners or potential business owners come up against this belief time and time again. However, while it is true that knowing the right people may help you get started or get access to some deals, in most businesses it is expertise, experience, and skill that propel you forward in business. If you can provide the solutions customers want, they will refer you to their friends and family.

2. Nice guys finish last.

This myth is a holdover from the era of Western movies and superhero comics. Nice guys (always portrayed as pushovers or wallflowers) finish last because the villains and heroes walk all over them. In film, this may be true. After all, Tony Stark isn’t a nice guy. He is an arrogant, self-centered genius. However, The Avengers aside, in real life, nice guys finish first quite often. While a person with low self-esteem who doesn’t speak up will not be successful without change, a courteous business owner is appreciated immensely by customers and vendors.

In today’s modern world, people are used to dealing with machines, poorly-paid clerks, and online shopping. Finding a business person who is willing to offer them genuine customer service, build a relationship and spend time getting to know them to better serve them is rare. Many people are happy to pay more for real customer service. Therefore, being a “nice guy” is valuable to your contacts. They will remember your excellent service and come back for more.

3. Don’t work hard. Work smart.

This myth is one of the worst business myths out there. There is no way you can run a business without working hard. Hard work is what separates the “men from the boys” as entrepreneurs. Successful entrepreneurs put in hours of labor to get their businesses off the ground. Working smart is just another way to say that there is a workaround or that you can find a way to skip the hard work. It just isn’t possible in reality. If you aren’t willing to work hard, you won’t make it in business.

4. It’s called work for a reason. It’s not supposed to be fun.

All work has elements that workers do not like to perform. It might be the paperwork that you need to fill out for each customer or the data entry on your last case. However, why can’t work be fun?

People who find work that satisfies them are much happier in life. That happiness translates to their work and their interactions with co-workers, customers, and vendors. If you love to sell, create graphic designs, or help customers find what they are looking for, then you ARE having fun at work. In fact, many companies are now providing their employees with ways to have fun at work to help reduce stress and fatigue.

So go ahead and have fun while working! It can only improve your outlook and production. Work can be fun.


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Business Cards: Why They’re Still an Important Marketing Tool in the Digital World

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With all of the talk about the importance of properly marketing your product or service, it’s important not to overlook the most valuable commodity of all: yourself. As much as that beautiful-looking flyer attracts the right type of attention for your product, a business card is designed to do the same for both your professional image and your career as a whole.

But do business cards still have a place in a digital world? In an era where finding someone is easier than ever thanks to tools like social media, do people still need to go through designing, printing, and handing out a business card? The answer is one that might surprise you.

Business Cards: By the Numbers

Just going off of statistics, it’s easy to see that the answer to the question “are business cards still an important tool in a digital world?” is a resounding YES. According to one study, there are about 10 billion(!) business cards printed in the United States each year – or roughly 27 million each day.

But diving deeper, it’s clear that business cards perform a function that goes far beyond just handing out contact information. They actually serve an important role in your business at large, too. For every 2,000 business cards that you pass out, you can expect your sales to increase by an average of 2.5%. Business cards do everything from show someone you’re serious to increase personal brand recognition and awareness.

One of the major strengths of print marketing and the use of business card is that they’re physical. They’re something tangible that people can hold in their hand and, most importantly, share with friends and other family members. In an era where people are getting bombarded by more digital messages than ever and emails can be deleted in seconds (and people can be muted on social networking sites like Twitter), never underestimate how essential this simple fact really is.

The Power of the First Impression

Just because business cards still serve a purpose does not mean that all business cards are created equally. There are a number of design tips that you can use to make the RIGHT kind of first impression the next time you hand out your card to a customer or at that next big networking event.

StatisticBrain estimates that prospective clients will hold onto a color-filled business card a full ten times longer than they will a standard white card. Color also increases the impact of engagement on a person’s ability to follow simple directions; this is an advantage too powerful to ignore.

Approximately seventy-two percent of people say that they judge the company or brand that a person works for based on the quality of their business card. Likewise, thirty-nine percent of those who responded to a survey said that they would choose NOT to do business with someone if they had a “cheap-looking” business card.

Business cards are still essential in a digital world, and that means you need to devote the time to doing them well.


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Make Customer Loyalty a Bigger Part of Your Marketing Efforts

custLoyaltyIn the early days of your business, the goal of your marketing program was essentially a singular one: you tried to get your product or service in front of as many eyes as you possibly could. Once you’ve established yourself, however, it’s time to switch gears a little. According to most studies, it’s between five and twenty-five times more expensive to gain a new customer than it is to keep one of your existing ones. This means that if you’re not already making customer loyalty a significant part of your marketing efforts, it’s about time to get going on it.

What a Difference Customer Loyalty Makes

According to a study conducted in 2014, seventy-three percent of consumers said that loyalty programs should be the way that brands show loyalty to their existing customers. Regardless of which way you choose to look at it, even instituting a modest customer loyalty program can have significant benefits across your entire organization. It can help make your marketing more appealing to new customers, as well as lead to higher levels of engagement with existing ones. That engagement breeds retention, which research suggests creates a situation where your average customer will be up to five times more likely to only buy from you in the future.

Also, remember that increasing customer retention (which these types of loyalty programs are great at doing) by just five percent can boost your profits anywhere from twenty-five to ninety-five percent, according to Bain & Co. Let that sink in for a second.

Building a Customer Loyalty Program

When you begin to institute a customer loyalty program for your business, the biggest mistake you should avoid is one of perspective. Remember that what you’re trying to do is show loyalty to your customers, period. Far too many businesses make the mistake of assuming that this is a way for customers to show loyalty to a brand, which leads to the type of ill-advised thinking that generates bad customer service and only ends up with a program few people want to take advantage of.

Assuming that you’re “giving your customer the opportunity” to show loyalty to your business is how you end up in a situation where forty-three percent of consumers say that rewards programs require too much spending to reach the next level, or where points expire before they can be used, or where points are worthless because of all the restrictions they come with. Build a program that lets you say an emotional “thank you” to the people who got you where you are, NOT the other way around.

If you are going to make customer loyalty a bigger part of your marketing efforts, however, always remember the old saying that “variety is the spice of life.” In a survey conducted by Collinson Latitude, sixty-three percent of respondents said that having a wide range of rewards and offers was the single most important aspect that decided whether or not they would sign up for a loyalty program. So the occasional coupon isn’t necessarily going to cut it (pun absolutely intended).

Again, making customer loyalty a bigger part of your marketing efforts is, and will always be, about giving back to the people who helped build your brand. If you make every decision with this one simple perspective in mind, all of the other benefits – from increasing the value of each customer to engagement and long-term loyalty – will happen as a happy byproduct.


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