The BusinessDay CEO Magazine August 2017

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The BusinessDay CEO, Aug 2017 | 44 CONNECTING WITH MILLENNIALS Photo: Instagram- @damian.ynotes away with a streamlined strategy. The antidote is social listening, it allows you to understand the nuances of your particular Millennial audience as distinct from the Millennial generation as a whole. 2. TARGET MILLENNIALS BASED ON SOCIAL GROUPS. You can focus your attention on population segments that are drawn to social causesthose who are in alternative lifestyles or those who avidly follow specific social media personalities. Millennials are much more likely to have a strong attachment to specific social identities than identifying with a stage of life. First, let’s clear a few misconceptions. Millennials have received massive amounts of negative attention. Adjectives most often applied to the group born between 1983 and 1997 (today’s 20–34 year olds) are “Spoiled”, “Entitled” and “Lazy”. But like most stereotypes, they really aren’t fair or accurate. If you want to reach millennials, you first need to look past the generalizations to understand what makes them unique then you use that insight to create a connection. Millennials are not easily fooled by marketing and advertising tactics, hence, the development of an authentic relationship is vital. Let’s look at a few things to note: 1. MILLENNIALS ARE NOT A HOMOGENEOUS GROUP. Millennials are diverse. You can’t expect to target them and come Branded VIP parties, influencer-only events are all great ways to make millennials feel like trendsetters among the crowd. It appeals to their sense of adventure.
The BusinessDay CEO, Aug 2017 | 45 Photo: Instagram- @muyi_green 3. UNDERSTAND AND SPEAK TO THE VALUES THAT DRIVE THEM--discovery, happiness, passion, diversity, and sharing. Understand their realistic lifestyles and experiences and find ways to amplify their reality. Millennials define themselves by what they use. Make sure they feel informed and involved, not just marketed to; you will find more opportunities available to you to gain this generation’s affinity. Millennials are not lazy and inattentive; in fact, often they’re trying to be attentive to too many things at once. You have to tailor strategies and tactics to their wants and needs first, place your needs in those contexts and you’ll have loyalists who have the ability to share things faster. Keep it short, a larger percentage of millennials abandon content because it’s too long. Thinking mobile first to reach millennials can’t be overemphasized. they are making their decisions utilizing their mobile devices. Branded VIP parties, influencer-only events are all great ways to make millennials feel like trendsetters among the crowd. It appeals to their sense of adventure.
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The BusinessDay CEO Magazine August 2017

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