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AAFCentral TX - Marketing to Millennials

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Millennials...does the very word make you cringe? Marketers everywhere are scrambling to understand what drives and inspires this younger generation's habits. In fact, you've probably been to a session or two about how to reach millennials or work with millennials - but have you ever heard a millennial's side of the story? Join us as we present an interesting twist on how to market to this extremely lucrative audience. Leave with the millennial mystery finally solved!

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AAFCentral TX - Marketing to Millennials

  1. 1. MILLENNIALS Jessica Bybee-Dziedzic MARKETING TO
  2. 2. PRINT-AT-HOME TICKETS
  3. 3. ADVANCE TICKETS
  4. 4. SCANNING PRE-SOLD TICKETS
  5. 5. OR SELL AT THE GATE
  6. 6. I’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
  7. 7. BIG REVEAL…
  8. 8. I’M NOT QUITE A MILLENNIAL. Est. 1982~2004
  9. 9. I CAN DO A LOT AT ONCE…
  10. 10. 18 HOURS A DAY Millennials spend about consuming this media.
  11. 11. 2 hours 12:00pm-2:00pm 3 hours 1:00pm-4:00pm 3 hours 1:00pm-4:00pm 5 hours 12:00pm-5:00pm
  12. 12. I SNAPCHAT.
  13. 13. I TAKE SELFIES.
  14. 14. I DON’T HAVE A SELFIE STICK.
  15. 15. LET’S SEE THIS GENERATION ON GOOGLE • IMAGE SEARCH: MILLENNIAL
  16. 16. 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.
  17. 17. GUESS WHAT I’m a Gen X-er and we were defined as the “SLACKER GENERATION”
  18. 18. THOUGHTS ABOUT MILLENNIALS
  19. 19. ALL MILLENNIALS ARE LAZY
  20. 20. 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
  21. 21. UNINTERESTED Without these challenges, millennials often appear
  22. 22. MILLENNIALS ARE POOR
  23. 23. “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
  24. 24. UNEMPLOYMENT RATE They graduated college They started grad school. ☺
  25. 25. AVERAGE STUDENT LOAN DEBT
  26. 26. STUDENT LOAN INTEREST RATES
  27. 27. MILLENNIALS ARE KNOW IT ALLS
  28. 28. 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
  29. 29. MILLENNIAL MARKETING • AUTHENTIC • MOBILE • EXPERIENCE BASED
  30. 30. 1 FOCUS ON AUTHENTICITY
  31. 31. 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
  32. 32. MILLENNIALS CUTTING THE CORD
  33. 33. 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
  34. 34. MAC COSMETICS
  35. 35. VIDEO TO MILLENNIALS IS OFTEN THE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE
  36. 36. PICS OR IT DIDN’T HAPPEN VIDEO OR IT DIDN’T HAPPEN
  37. 37. 300 HOURS A MINUTE USERS ARE ADDING OF VIDEO CONTENT ON YOUTUBE
  38. 38. MOST IS MILLENNIAL
  39. 39. LIVE MAS
  40. 40. RODEO ROCKSTAR
  41. 41. RODEO ROCKSTAR ✓ User-generated content ✓ Inclusion of video ✓ Involve young people
  42. 42. 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
  43. 43. 2 FOCUS ON MOBILE
  44. 44. The Old Days The Late 90’s Today
  45. 45. 97.5% of millennials OWN A SMARTPHONE
  46. 46. MOBILE USAGE
  47. 47. DESKTOP=MOBILE
  48. 48. GOOGLE LOVES MOBILE
  49. 49. TEXT MESSAGE MARKETING
  50. 50. 98% Text messages opened in the first 5 minutes
  51. 51. TEXT MESSAGE MARKETING • Upcoming event announcements • Parking • Tickets still left! • Great way to engage a younger audience
  52. 52. WHY TEXT WORKS OFFER MOBILE BOGO tickets, CLICK HERE! www.bit.ly/834 County Fair
  53. 53. INSTAGRAM
  54. 54. 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
  55. 55. QUICK ADOPTION • As of this past fall, Instagram announced that there are 500,000 advertisers on Instagram – Doubled in the previous 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
  56. 56. CONNECTING ACCOUNTS
  57. 57. CHOOSE YOUR OBJECTIVE
  58. 58. SELECT INSTAGRAM
  59. 59. WHAT TO POST • Behind-the-scenes shots & videos • Repost shots from fans • Timely posts • Funny posts • Contests & giveaways
  60. 60. DESTINATION HASHTAG
  61. 61. SNAPCHAT
  62. 62. 45.5% INCREASE IN PAST YEAR
  63. 63. 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
  64. 64. FIND FRIENDS • Publish your snap code on website and on other social so people can find you
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. SNAPCHAT GEOFILTER
  71. 71. 3 FOCUS ON EXPERIENCE
  72. 72. MY FRIENDS
  73. 73. POWER OF POSTING • For millennials, posting about a cool experience is often cooler than the cool experience itself! • What will your organization look like on social media?
  74. 74. 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
  75. 75. AUSTIN CITY LIMITS
  76. 76. THE LINE
  77. 77. ON GOOGLE
  78. 78. ON SOCIAL
  79. 79. PHOTO SHARING - FRAME
  80. 80. VIDEO
  81. 81. 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
  82. 82. SHOW THE EXPERIENCE
  83. 83. 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
  84. 84. ENCOURAGE EXPLORATION
  85. 85. POWER OF POSTING REMEMBER THE
  86. 86. WHY MILLENNIALS?
  87. 87. (except for maybe selfie sticks) AND WHAT IS THERE NOT TO
  88. 88. More Free Online Marketing Tips! Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram TeamSaffire Pinterest saffire YouTube saffirestudio The Amplifier www.saffire.com/podcast Questions?
  89. 89. THANK YOU! Jessica Bybee-Dziedzic jessica@saffire.com www.saffire.com

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