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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Boost Happiness Without Stress: How to Stop Multitasking

Have you ever felt as though you’re not as productive as you’d like to be, even when it seems as though you’re working all the time? Perhaps the problem is not the number of hours that you’re working, but instead, the focus that you’re bringing to each particular task. Studies have shown that multitasking can be incredibly bad for our brains, and is truly a way of doing more things incompetently instead of getting more done! If you’re always checking Facebook, waiting for your email inbox to ding like one of Pavlov’s dogs, or getting interrupted by physical visitors at your desk, you’re not going to be as effective and efficient as you’d like to be. The outcome? More stress — and that’s something we can all do without!

Your Brain on Multitasking

Did you know that your brain is incapable of multitasking? It’s true, and what your brain is doing when you think you’re ultra-productive is pinging back and forth between tasks at a high rate of speed. The problem is that things often get lost in translation or fall between the cracks of our mental map, making it tough to figure out where we were in a task we abandoned a few minutes before. This “epidemic of distraction” (as some researchers label multitasking) is incredibly prevalent in modern society and starts at a very young age. The cognitive overload that we suffer as a result of multitasking can cause headaches, poor sleep, a feeling of being overwhelmed, and even depression.

Dangers of Multitasking

It’s not too strong of a word to say that multitasking is dangerous to our brain because it is. This negative practice has been shown to decrease creativity and cognitive control, and lead to serious memory problems. The more you include multitasking in your daily work, the more likely you are to become distracted easily over a longer period. Think about it: if you’re training your brain to be looking for the next distraction constantly, then are you likely to be able to focus well on one task? Probably not. Even something as seemingly simple as glancing at your phone as you’re stepping off a curb can be dangerous to your health for a variety of reasons. If you’re fortunate enough to be out of the way of oncoming traffic, your gait may be affected by your distraction causing a serious fall on the unstable or uneven ground.

Practicing Mindfulness

One of the best ways to overcome a tendency to multitask is to create mental space for yourself to focus on one task at a time, also known as mindfulness. Try stopping yourself when you start to become distracted. Put away everything else on your desk or computer, close programs (don’t minimize them!), and create a space for yourself to think and to breathe.

Don’t let yourself fall into the trap of feeling like you need to work at double speed — and multitask — to get everything done. Instead, take a break and focus on getting the most out of each busy day. When you’re able to concentrate on one task at a time, you’ll find that you’re getting a lot more done and staying calmer in the long run.


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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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The Art of Time-Blocking: A Simple Tip to Revolutionize Your Productivity

time calendarMost people just aren’t that good at multitasking. Trying to remain focused (and organized) is one of the most significant time wasters, especially in the life of a business professional. When you try to do too many things at the same time, you become a “Jack of all Trades, Master of None.” Just when you’re trying to get work done on that big project, another email comes in that you have to respond to. You hop over to your email client and suddenly the phone is ringing, or you realize that you have to proof a new design before it heads out the door. It’s maddening.

Thankfully, there is a better way. By adopting the fine art of time-blocking, you may have just found the simple, yet effective technique you’ve been looking for to unlock a bold new era of productivity in both your personal and professional life.

What is Time-Blocking?

At its core, time-blocking is the idea that you should segment your day into clearly defined (and strictly adhered to) blocks of productivity. Organize the tasks you need to complete by category and set aside a specific amount of time for those categories each day.

If you feel like you’re spending an unfortunate amount of time responding to emails every day at the expense of everything else, set aside 9:00 am to 10:00 am every morning to just focus on emails. Devote every ounce of your attention to this one task and when it’s over, move onto the next one. Outside of the occasional emergency, don’t respond to emails for the rest of the day. Get it done, and then move on.

The Benefits

The beauty of time-blocking falls into two distinct categories. First, it’s an incredibly effective way to eliminate distraction. Instead of trying to divide your attention between ten little tasks, it’s almost like you’re tackling just one big one (i.e. emails, and nothing more). Not only do you get those initial tasks done faster, but the ultimate quality of your output is also much higher because you’re no longer trying to do too many things at once.

Next, time-blocking is also an excellent way to build up a strong sense of momentum that will carry you through the rest of your day. As you begin to move from block to block, you’ll constantly be surprised by just how much you’re getting done. This wave of productivity (not to mention the wave of euphoria) builds on itself, driving things home towards the finish line (and the end of the work day).

Success Comes When You Look Ahead

Another one of the keys to success regarding time-blocking is a little bit of forward thinking. This isn’t something you can make up on the fly. You need to consider the types of tasks you need to do each day and what you have to get done by week’s end. Look ahead a little bit and make a list of your top priorities. Then, separate those into categories and get down to business.

Remember, it’s important to be honest with yourself. Time-blocking won’t suddenly create an extra hour in your day, but it will help you make better use of the hours you already have. If you try to add too many things to your list to the point where it becomes unrealistic, you’ll end up working against your goal and not towards it. You’ll quickly begin to feel overwhelmed, which is something that you do not want.


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The One-Trick Pony Syndrome

One trick pony.

Have you ever heard the phrase, “a one-trick pony?”

Researchers believe the “one-trick pony” phrase comes from an entertainment background. According to research, the earliest reference was associated with circus ponies used to perform a trick or feat that impressed audiences. The ponies involved could do an amazing act, such as walking on their hind feet, but that was all they could do. Eventually, the audiences got bored with the show. In one version of the story, a pony had a dog partner that would ride on it. While the audience got sick of seeing the pony do the same thing every time the circus was in town, the dog gained fame because it learned and began to perform new tricks. In time, the dog became the star, and the pony was relegated to hauling circus carts.

Is Your Business A One-Trick Pony?

The moral of the story here is not to allow your business to get stuck on only one good thing. It’s tempting to think that if you have something good going, why ruin it? Well, over time that good thing will become less and less popular. The number of customers who want it will diminish and the business will have to start cutting prices to keep it attractive. Eventually, the product or service won’t sell at all.

Palm PDAs and Blackberry were both perfect examples of the one-trick pony mistake. They both had a really good product for a while, but both companies failed to upgrade and develop new products. Eventually, someone else did, and their customer base walked away. Those text screens on a Blackberry and similarly on a Palm PDA simply looked old and obsolete versus smartphones like the original Apple iPhone. The world had changed.

It’s Time to Diversify

Is your business riding the wave right now of a star pony? If so, now is the time to be looking for and generating a new path. Diversify into a new product or new service. Not only does it protect your business’ longevity, but multiple revenue streams from different customers will eventually offset each other when one of them starts to weaken.

Companies that map out their product/service life cycle and plan for eventual loss with replacement “ponies” are the firms that survive and grow. Don’t let all your energy, money, time, and effort go down the drain with a one-trick pony. Instead, use the initial success to be your springboard for the next one.


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What Happened to Summer? Back-to-School Marketing Starts Earlier Than Ever

Back to School Marketing
The temperature is soaring, steaks sizzle on the grill, and kids play in the pool, but not everyone is thinking summer. Back to school season is starting earlier than ever for big retailers and the impact trickles over into all aspects of marketing. Both Office Depot and Land’s End launch back to school campaigns at the start of summer – in some cases before school even ended in some parts of the country.

This is a change even from last year; according to AdAge, 2016 saw back to school marketing head into full swing around the middle of July. Time magazine cites the need for retailers to make as many revenues as possible during the highest spending periods as the reason Black Friday, Halloween, and Back to School promotions are being scheduled earlier than ever before.

When does Back to School Begin?

Big retailers working on the premise that earlier is better have begun pushing back-to-school marketing back each year. Back to school is big business for retailers, since it is worth about 78 billion; it is second only to the major holidays for revenues, according to AdAge.

How Early is Too Early?

Office Depot’s back-to-school advertising rolled out June 25 of this year, a full three weeks earlier than 2016’s July launch. Other retailers are following suit, but there is some consumer backlash against the early push. Lands’ End received public criticism on social media when their back-to-school catalog dropped while kids in many parts of the country were still in school.

“We got your #backtoschool catalog in the mail. Our kids still have two weeks of school left this year! #fail #marketing,” tweeted Greg Magin.

@GregMagin helpfully tagged his rant with #fail, #backtoschool and #Marketing, so it was seen by far more than just his followers. This backlash from consumers shows that a too-early launch can backfire. Right now, the sweet spot for back-to-school marketing seems to be right after the 4th of July through the end of the month.

Back-to-school marketing is all about timing. Being aware of this pitfall, and of the enormous potential of this busy season, can help you make the most of Back to School season for your brand and ensure your organization has a visible presence during this often overlooked marketing opportunity.

Make Back to School Time Count for your Brand

Positioning your Back to School promotions in July and working to build not only sales but also awareness can help place you in front of consumers when they’re ready to outfit the kids for the next school year. Since most consumers begin searching online well before they part with actual money, building awareness ahead of this busy season can help you get the results you want without irritating consumers.


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Why You Should Never Cut Corners in the World of Print Marketing

In business, to say that you should make every dollar count is an understatement. When dealing with uncertain economic times, budgeting decisions matter a great deal. Improving your profit margins and increasing your bottom line is always a top priority, which is why the instinct to try to cut corners to save a few dollars here and there is a natural one.

It’s also an instinct that you would do well to fight, especially when it comes to your print marketing.

Marketing is About Communication and Communication Matters

People who feel like it’s okay to cut corners with their print marketing are probably not understanding what their marketing collateral is supposed to do. If you look at a flyer or another piece of print material as only an information exchange, things like paper stock and print quality probably aren’t going to be high on your list of priorities.

However, those things should make the top of the list because print marketing is about more than just an information exchange. It’s about opening up a line of communication with your audience that will be mutually beneficial to everyone involved. It’s about creating a meaningful experience with a person, one that doesn’t just inform them about your product or service but that also gives you a competitive advantage.

As a “top-of-the-funnel” medium, print is important because it guarantees you the nearly undivided attention of your readers – the same attention they often give to magazine and newspaper content, as per the American Marketing Association. Why, then, do you think it’s a good idea to get someone to focus their attention on something that isn’t the best quality it can be? Is that the impression you really want to make?

That’s precisely the decision you make when you try to cut corners when talking about something as mission-critical as print marketing. If you can only make one first impression, it serves you well to make it the best one you can. Nothing makes a worse first impression than a low quality, easily ignorable piece of print marketing making their way into someone’s mailbox (or worse – your store window).

How to Save Money Without Sacrificing Quality

Instead of cutting corners across the proverbial marketing board, consider cutting out certain elements wholesale if you’re trying to stretch your budget as far as it can go. Take a look at your existing marketing channels and see what is working and what isn’t. Cut anything at the bottom of the list and funnel some of those funds back into your marketing so that you can double down on the print materials that are striking a chord with your target audience.

Not only will you still be able to save a little money, but the remaining print collateral that you’re using will come out all the better for it. Even one incredible piece of print collateral is more effective (and more important) than ten low-quality ones.

Investing in Marketing is an Investment in Your Business

A solid piece of print marketing collateral will not just get someone down off the fence and turn them from “potential buyer” to “customer.” Nurturing that line of communication at the right time can turn someone from “one-time customer” into “brand advocate” and beyond, too.

But that’s not going to happen if you cut corners on something this important. According to Quickbooks, inadequate marketing has been proven to stunt your business’ growth. Is that a chance worth taking, all in the name of saving a few bucks in the short-term? We certainly don’t think so.


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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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Social Media and Your Marketing Strategy

Women sharing social media images.

When you are trying to reach a wide demographic for your business, you must get on social media. By developing a following on social media and learning how to use text messaging to get customers interested in your brand, you’ll be on your way to building up a solid customer base.

Do You Have Followers on Your Facebook Page?

Most businesses use their Facebook page to post links to informative blog posts on their website or to share relevant news about their industry in general. To gain followers, you will need to get people to share the posts that you create and to gain interest by advertising your page. You can also gain followers by creating printed marketing materials that provide information on how to find you on Facebook. Almost all of your printed marketing products should contain information on all of your social media accounts to encourage customers to sign up.

Utilizing an Opt-In Texting Campaign

Think about how you currently communicate with your customers. In any business, the ability to ask questions and to get those questions answered quickly is important. When you create an opt-in texting campaign, you build a list of subscribers that you can send marketing materials to through text messages. You can grow this list of subscribers by creating a short code and printing it on your marketing postcards. For example, “To learn more about our business, text the word SHOP to 12345.” You can send text messages that point people to your social media pages and share links to your social media accounts that will allow them to sign up for your campaign.

Consider Trying Twitter

Twitter can be a very useful platform for your industry once you can gain an audience and you learn how to strategize hashtag phrases. If you’ve ever seen a person write a status on Facebook such as “I love my dog, #labsrule, #dogsarethebest, #familypet,” these hashtags do more than confuse people who don’t know what they are. Hashtag use started on Twitter, and this is one way people follow industry news. People can search hashtags on Twitter. Anyone that types in “#labsrule,” or any of the other hashtags written, will see the post written by the Twitter user that wrote the hashtag after their post.

Try to engage your customers by asking questions or sharing interesting news either through social media links or text messages. If customers start commenting on posts, keep the conversation going by responding. The more you can get your customers interested in your brand on social media, the larger the following you will create.


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