8 ways to get millennials to love your brand

MILLEN

HOW TO BUILD LOYALTY, BRAND

ENGAGEMENT & YOUR PIPELINE GEN

Millennial Metamorphosis

Myths & Misconceptions

Motivations & Mindsets

Maximize Marketing

Key takeaways

A socially connected, empowered

group of consumers that present

themselves as both the most

assimilated generation in history and,

simultaneously, the consumer group

needing the most individualized

targeting ever.

The NITTY GRITTY

At nearly a quarter of the US Population, Millennials are driving the

future

And this is what you need to know:

They are a consumer powerhouse

They are driven by their social connections

They are digital natives

They are not stereotypes

They are influential

They are EVOLVING

Economy

Globalization

Technology

Connections

Shaped by

Quick stats

Average Age of Millennial: 27

Average Age of Realtor ®: 57

Median Income: $73,000

Typically bought 1800sf, $180k (plan to stay 10 years or less)

97% finance, 76% first time homebuyers

They will comprise 75% of the workforce by 2025 (10 yrs)

The earning & spending power will exceed their Boomer

parents by 2018 ($3.39 trillion)

11.5 17.1

73.5

62.6

72.9 73.9

Greatest

Generation

Silent

Generation

Baby

Boomers

Gen X Millennials Gen Z

In millions

Pre - 1933 1933 - 1945 1946 - 1964 1965 - 1979 1980 - 1995 1996 - Present

“There will be a massive

slump in demand because

they are all going to live

with their parents- they

don’t want to own.”

OPTIMISM

the American Dream

Ownership Society

Current homeownership

New Paths to Ownership

“When they move,

they’ll all move to

the city and rent”

Headed for the ‘Burbs

“They’re not

planning on having

families or creating

households”

Family Values * The most

influential

millennial

consumers

Millennial moms

22 million millennials have children

46% of millennial women are mothers

10,000 millennial women give birth every day

They are the biggest and most influential

subset of Millennials

“They hate

advertising”

Brief

Entertaining/funny

Fresh

Educational

Relevant to who they are

It disrupts the status quo

They embrace Marketing

Relevance is the Holy Grail

They also reward marketing that fulfills

their need for discovery:

Amazon

The Fancy

Pinterest

Joss & Main

“They are obsessed

with social

media/technology”

DIGITAL NATIVES

Generation of networking & connectedness

(to information AND individuals)

“Exhuberants” and “Collectors”

YouTube Guru Phenomenon

Hyperconnected

Stop selling,

start helping.

They have an innate understanding

of marketing and of their value as

consumers. And they’re significantly

more likely than older generations to

believe they have the capacity to

help a brand succeed or fail.

Happiness

Passion

Diversity

Sharing

Discovery

Justice

Integrity

Family

Practicality

Duty

Millennials Boomers

values

Visibility

The Big 4

Content

Mobile

Reviews

Storytelling

Culture/Brand

Personas

Communication

Help don’t sell

Useful is the new black

Old Model

Interruption

Reaction

Heavy Users

Big Promises

Passive Consumers

New Model

Engagement

Interaction

Engaged Participants

Personal Gestures

Active Co-Creators

Maximize marketing

1. Provide Value with Information

2. Remain Transparent by Being Consistent

3. Stay Relevant with the Right Content & Context

4. Consumer Centric & Collaborative Marketing

5. Socially & Technologically Engaged

6. Create Visibility and Accessibility

7. Create an Experience Economy

8. Build Credibility through Reviews & Testimonials

Provide Value with Information

74% said the biggest benefit from an agent

was helping them understand the PROCESS

Value can also take the form of crowdsourcing user

opinions to help shape your brand’s

programs/initiatives/marketing

Marketing that makes hard-to-understand concepts

easy (infographics, Ebooks, whitepapers, slidedecks)

Provide content that educates the consumer, is easily

shareable and “snackable bites”

Hard info made easy…

Ebooks, checklists

Landing pages

Lead capture

Remain Transparent by be ing cons istent

Establish brand authenticity with

cross channel story telling

Consistency across every

interaction – online and offline

S t a y R e l e v a n t w i t h t h e R i g h t C o n t e n t i n t h e R i g h t C o n t e x t

Are you talking about what consumers want to know about?

Are you placing that content in the right context?

Are you valuable based on the consumer’s situation – yes, how do

communicate that?

Visual content is king - are you using video and photo-platforms to

build your brand and connect with clients?

Predictive analytics & big data

Hyper-local is hyper-relevant

The right content

The right context

Two-way dialogue

Brands killing context

UBER/LYFT – transport for regular people,

by regular people

GoPro & Instagram – filters & effects allow users to create professional looking images

Kickstarter – ordinary people can become investors/fundraisers

Consumer Centric Marketing

Get personal

User generated content (50% more trusted)

Your consumers will create the topics and marketing

plans for you

Offer them an opportunity to co-create the

experience & the marketing

• User Generated

Content

• Collaborative

• Shareable

• Feels Organic

Social across consumer

touchpoints

Shareable

Community

Feeds on motivation, shared

competition

Socially Engaged

Community, Shareablility, Consistency

Fan photo-sharing, retweeting and highlighting

positive customer reviews

When we want a recommendation for which someone we

know may be a credible source, we connect those dots in

social media

Requirement to be on the big 4

Recommend photo-platforms/Slideshare

Social and tech engaged

Social is no longer a vertical

channel. It’s now about creating

positive, shareable brand

experiences for consumers while

facilitating the social sharing of

those experiences.

Create Vis ib il ity

and Accessib il ity

Mobile first, desktop second

SEO/keywords, blogging

Easy to read, navigate

Videos

Communication- text, Voxer

The impact of mobile apps on

Millennial purchase decisions is

greater than recommendations

from blogs, social media, and

company advertisements

combined.

Simple

Obvious Calls to Action

Mobile/App

Visual Content

• Emotion

• Hyper-local

• Its about them

• Its about lifestyle

Experience Economy

Individualization/customization

Participation

Pre, during and post-purchase relationships are

expected

Not providing a “great service”- it needs to be

shareable

Feeds their search for authenticity & transparency

because it all matches up

Credibil ity Through reviews

45% of customers share their negative experiences

over social media, 35% post them on review sites

On average, a one-star increase on Yelp leads to a

5 to 9% increase in a business's revenue. On the flip

side, one negative review can cost you 30

customers.

Millennial purchasing decisions are

disproportionately impacted by customer reviews

The industry isn’t relevant. What

matters, is that other companies are

embracing the “help more, sell less”

value-add approach and, in so

doing, are changing the

expectations of your customers.