The millennial crowd can be tough. They're finicky and have high expectations, so they can be difficult to advertise to and have as a target audience. Luckily, millennials still gravitate toward hard-copy books. The print industry can take advantage of this by advertising to this younger audience and keeping them in its marketing strategies.
Here are five tips on how to succeed in marketing to millennials:
1. Be genuine
Carwash.com discussed how millennials are often underestimated. They have a great understanding of how marketing works and companies' own dependence on advertising to get new customers.
"I think we are a generation that wants to see innovation, but at the same time we don't want to be bombarded with advertisements or other bits of marketing in paces that are personal to us. That bothers us. That's going to turn me off. We're skeptical, we want something that's innovative. But at the same time, we want it to be genuine and heartfelt," Jacob Weiss, 28, told NPR.
2. Respond and interact
According to Food Navigator, it's crucial to talk to customers and be honest. Millennials appreciate transparency and can see through false claims. That's why the paper industry needs to be honest about the benefits of digital – it's convenient, easy to carry and sometimes cheaper. However, that doesn't mean paper products don't have different advantages. They're easier on the eyes, have a nice texture and are overall more reliable.
To interact with customers, paper distributors can use social media to post and welcome commentary. Customers can comment on content and talk to directly to the business instead of waiting for emails. However, companies need to be consistent. They can't post when they want to. Instead, they should make a calendar with regular dates for posting on social media and their website.
3. Divide audience groups
There are a variety of groups among millennials, ranging from teenagers to young adults. They are all very unique. Food Navigator suggested figuring out what each group wants out of advertising and what kind of marketing would adhere to them individually. Campaigns can be suited for certain subgroups instead of the entire millennial generation.
For example, James McOmber, a 28 year old, told NPR that an Ikea commercial drew him in because of its subtlety. The commercial featured cats climbing all over Ikea's furniture and discussed how Ikea's furniture helped make a place home.
4. Advertise where they look
Carwash.com highlighted how millennials love their phones and the Internet. To reach this crowd, it's absolutely necessary to advertise online. Social media and smartphone applications are both resources millennials are especially drawn to.
The source added that millennials are very good researchers. If anything is out there about the business on the Internet, potential young customers will certainly find it. Paper distributors should monitor what is said about them on social media or other websites and determine how to react before clients see it.
5. Incorporate storytelling
Since millennials are hard to convince, Food Navigator suggested using stories instead of marketing. They don't want to be ordered around to buy something. In place of straightforward advertising, the paper industry can present stories about its products to the millennial crowd.
Marketing to this crowd is all about subtlety. Stories hook in viewers and help them to understand organizations' core values. Millennials demand a little more creativity with advertising. However, the paper industry is perfect for creative marketing. Not many businesses use paper products, so distributors should advertise themselves through their own paper products to make themselves stand out.