Marketing to Millennials - 2016 Texas Downtown Conference

1. MILLENNIALS
Jessica Bybee-Dziedzic
MARKETING TO

2. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

12. PRINT-AT-HOME TICKETS

13. ADVANCE TICKETS

14. SCANNING PRE-SOLD TICKETS

15. OR SELL AT THE GATE

16. ABOUT ME

17. BIG REVEAL…

18. I’M NOT QUITE A MILLENNIAL.
Est. 1982~2004

19. I CAN DO A LOT AT ONCE…

20. 18 HOURS A DAY
Millennials spend about
consuming this media.

22. 2 hours
12:00pm-2:00pm
3 hours
1:00pm-4:00pm
3 hours
1:00pm-4:00pm
5 hours
12:00pm-5:00pm

23. I SNAPCHAT.

24. I TAKE SELFIES.

25. I DON’T HAVE A SELFIE STICK.

26. LET’S SEE THIS GENERATION ON GOOGLE
• IMAGE SEARCH: MILLENNIAL

27. IN THEIR SHOES…
To be a millennial is to constantly hear about how awful your generation is.
And to feel the need to agree, kind of politely.
Because you want that person to like you.

28. GUESS WHAT
I’m a Gen X-er and we were defined as the “SLACKER GENERATION”

29. THOUGHTS ABOUT MILLENNIALS

30. ALL MILLENNIALS ARE LAZY

31. MILLENNIALS AT WORK
• Want to do something that is challenging
• Many millennials don’t think their skills are utilized
• Want to work for a purpose/cause
• 6 in 10 millennials said a cause is the reason they choose their job
• Want to contribute to the greater good

32. UNINTERESTED
Without these challenges, millennials often appear

33. MILLENNIALS ARE POOR

34. “Millennials were promised that if they followed the American
prescription for success, starting with a college degree, they’d be on a
track to profitable careers and respected roles in American society.”
-www.medium.com

35. UNEMPLOYMENT RATE
They graduated college They started grad school.


36. AVERAGE STUDENT LOAN DEBT

37. STUDENT LOAN INTEREST RATES

39. MILLENNIALS ARE KNOW IT ALLS

40. TECH BOOM
• Heavy researchers—want to look something up and prove the truth
• Natural skeptics—like to find it out ourselves, because we usually can
in seconds (even on the go from our phone)
• Most educated generation– formally and with current resources

41. MILLENNIAL MARKETING
• AUTHENTIC
• MOBILE
• EXPERIENCE BASED

42. 1
FOCUS ON
AUTHENTICITY

44. OUTBOUND MARKETING IS OUT
• Each person absorbs around 2000 outbound marketing messages per
day. What’s our response?
• Creative ways to block: caller ID, spam filtering, TiVo/DVR, satellite
radio, NetFlix, Spotify, etc.
• Millennials are most likely to follow these trends

45. MILLENNIALS CUTTING THE CORD
OCTOBER 2015

46. INBOUND MARKETING IS IN
Millennials are most loyal to businesses that improve their customers’
lives with informative content.
• “How to” information, especially with video
• Industry buff-thought & leadership expertise
• Often times through non-traditional media channels

47. MAC COSMETICS

48. VIDEO
TO MILLENNIALS
IS OFTEN THE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE

49. PICS OR IT DIDN’T HAPPEN
VIDEO OR IT DIDN’T HAPPEN

50. 300 HOURS A MINUTE
USERS ARE ADDING
OF VIDEO CONTENT ON YOUTUBE

51. MOST IS MILLENNIAL

52. LIVE MAS

53. RODEO ROCKSTAR

54. RODEO ROCKSTAR
 User-generated content
 Inclusion of video
 Involve young people

56. User-Generated Content
92% of consumers trust online content
from friends and family above all
other forms of brand messaging
50% of consumers find UGC more
memorable than brand produced
content

57. 2
FOCUS ON
MOBILE

58. The Old Days
The Late 90’s
Today

59. 85% of millennials
OWN A SMARTPHONE

61. MOBILE USAGE

62. DESKTOP=MOBILE

63. GOOGLE LOVES MOBILE

64. TEXT MESSAGE MARKETING

65. 98%
Text messages opened
in the first 5 minutes

66. TEXT MESSAGE MARKETING
• Upcoming event announcements
• Parking
• Tickets still left!
• Great way to engage a younger audience

67. WHY TEXT WORKS
OFFER MOBILE
BOGO tickets,
CLICK HERE!
www.bit.ly/834
County Fair

68. INSTAGRAM

70. INSTAGRAM ADS
• Launched in September2015
• Uses Facebook ad targeting- so you’re likely close to starting!
• Huge reach, especially to the millennial market
• Only way to add a link is through a paid ad

71. QUICK ADOPTION
• As of this past week, Instagram announced that there are 500,000
advertisers on Instagram – Doubled in the past 6 months
• There have been 1 billion actions taken on
Instagram ads since they launched
• 75% of Instagrammers take action after being
inspired by a post

72. CONNECTING ACCOUNTS

73. CHOOSE YOUR OBJECTIVE

74. SELECT INSTAGRAM

75. WHAT TO POST
• Behind-the-scenes shots & videos
• Repost shots from fans
• Timely posts
• Funny posts
• Contests & giveaways

76. DESTINATION HASHTAG

77. SNAPCHAT

79. WHAT IS SNAPCHAT?
• Photo messages that automatically delete
themselves after 24 hours
• Businesses create “stories” which are streams
of photos and videos that play in a continuous
stream for 24 hours

80. FIND FRIENDS
• Publish your snap code on website and on other social so people can
find you

81. FIND FRIENDS
• Also post sample snaps on other social media
so followers have a reason to follow you
• Get their attention
• Entice your Instagram & Twitter followers with
something unique and creative

82. IDEAS FOR SNAPCHAT
• Post snaps to my “story” so everyone following you sees
• Live for 24 hours
• Show people new projects happening in your city
• Send out behind-the-scenes photos and videos
• Highlight events in your community

83. TIPS FOR SNAPCHAT
• Don’t make your snaps too long
• The second that someone is bored on Snapchat, your whole
story is gone with a simple swipe.
• Keep your Snapchat followers engaged with fun and
interesting snaps: Doodle on the image, add an emoji,
have fun with it, and only post it for 4-6 seconds

84. TIPS FOR SNAPCHAT
• Don’t post all your snaps at once
• Unlike other social networks, there is no “best” time
to post.
• Post regularly to keep your content near the top of
the story feed
• Incorporate humor and current lingo

85. USE VERTICAL VIDEO
• Big brands, like AT&T & NBC have noticed an 80% increase in ad
completion when videos are vertical
• Snapchat users watch 10 Billion videos daily – mostly vertical
• YouTube recently updated its interface to allow for full-screen play
of vertical videos

86. SNAPCHAT GEOFILTER

88. 3
FOCUS ON
EXPERIENCE

89. MY FRIENDS

91. POWER OF POSTING
• For millennials, posting about a cool experience is often cooler than
the cool experience itself!
• What will your destination look like on social media?

92. PROVIDING EXPERIENCES
• 78% of millennials would rather spend their hard-earned dollars on
collecting experiences rather than things
• Unsatisfied with the status quo, they seek out the new, the unique
and the exciting

93. AUSTIN CITY LIMITS

94. THE LINE

95. ON GOOGLE

96. ON SOCIAL

97. PHOTO SHARING - FRAME

98. VIDEO

99. CREATE THE EXPERIENCE

100. VIDEO ADVERTISING
• Of the seven Facebook posts that brands share per week, 80% are
links, 19% are photos, and less than 1% are videos
• Yet, video ads get much higher visibility
• Videos on the desktop and mobile news feed autoplay
• Only a video created as a Facebook ad can include the link to a call
to action

101. SHOW THE EXPERIENCE

102. TIPS FOR FACEBOOK LIVE
1. Promote your broadcast with a post
2. Start with a warm smile and a few inviting welcome sentences
3. End with a call to action
4. Advertise/Boost your videos just like your other posts

104. ENCOURAGE EXPLORATION

105. POWER OF POSTING
REMEMBER THE

107. WHY MILLENNIALS?

108. (except for maybe selfie sticks)
AND WHAT IS THERE NOT TO

109. More Free Online Marketing Tips!
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Questions?

110. THANK YOU!
Jessica Bybee-Dziedzic
jessica@saffire.com
www.saffire.com