They can be picky, opinionated and vocal – and they are your ideal customers. To misunderstand or ignore Millennials is to lose 80 million Americans approaching their peak earning and spending years. This webinar will take a look into the enormous potential Millennials bear for your business, explore these complex consumers, their attitudes, their behaviors and how they can best be engaged to profit your business. Walk away from this presentation with concrete action items you can include in your marketing plan now to ensure that you are not missing out tomorrow.

1.
A
Tough
Nut
to
Crack:
Marke2ng
to
Millennials

2. Agenda
① Millennials
–
Why
Should
We
Care
② The
Millennial
Mindset
③ Best
Prac2ces
① Key
Principles
② Tac2cs
③ Examples

3. Why
Should
We
Care?

4. Key
considerations

5. Key
considerations
• Millennial
spending
power
2014:
$213
Billion
• In
2017
Millennials
are
predicted
to
outspend
baby
boomers1
• Millennials
are
"low
on
social
trust,"
according
to
Pew
Research
Center2
• Just
19
percent
say
most
people
can
be
trusted,
compared
with
31
percent
of
Gen
Xers
and
40
percent
of
baby
boomers.
• For
retail
that
translates
to
a
genera2on
that
is
brand
aware,
but
cynical
=
not
brand
loyal

6. The
Millennial
Mindset

7. THE
Question
How
can
we
connect
and
influence
this
important
consumer
and
customer
group?

8. Habits

9. Beliefs

10. Behaviors

11. Motivations

12. Expectations

13. Selling
Needs
to
Change
Selling
to
Millennials
in
a
B2B
environment
can
not
follow
our
usual
selling
process
with
a
mul2-­‐step
approach.
Millennials
are
outcome-­‐driven
–
we
need
to
show
them
the
result
they
will
get
and
want
and
work
the
sales
process
backwards!

14. Best
Practice

15. Key
Principles

16. 5
Strategic
Marketing
Principles
to
Reach
Millennials
Be
na&ve,
not
decep&ve

17. 5
Strategic
Marketing
Principles
to
Reach
Millennials
Be
na&ve,
not
decep&ve
Show
your
brand
personality

18. 5
Strategic
Marketing
Principles
to
Reach
Millennials
Be
na&ve,
not
decep&ve
Show
your
brand
personality
Create
emo&onal
content
and
know
that
humor
rules

19. 5
Strategic
Marketing
Principles
to
Reach
Millennials
Be
na&ve,
not
decep&ve
Show
your
brand
personality
Create
emo&onal
content
and
know
that
humor
rules
No
judgement
–
ever

20. 5
Strategic
Marketing
Principles
to
Reach
Millennials
Be
na&ve,
not
decep&ve
Show
your
brand
personality
Create
emo&onal
content
and
know
that
humor
rules
No
judgement
–
ever
Be
part
of
their
local
environment

21. Tactics

22. One
Step
at
a
Time
Experiment
and
make
Millennials
a
part
of
it:
• Introduce
a
new
product
or
service
as
a
pilot
on
your
Social
Media
channels
• Be
craay
and
share
engaging
content
on
Social
Media
–
one
pic
a
day
of
your
favorite
coffee,
sweater,
sneaker
etc.
• Get
out
of
your
comfort
zone
when
it
comes
to
messaging
and
adver2sing
–
disrupt
to
be
shareworthy,
give
Millennials
the
tools
to
curate
content
for
their
friends

23. Identify
Brand
Ambassadors
Find
influen2al
millennials
in
your
community
and
make
them
part
of
your
brand:
• Feature
their
favorite
products,
places
to
eat
etc.
• Give
them
free
coupons
to
hand
out
to
their
friends
• Host
a
meet
&
greet
or
casual
hang-­‐out
• Sponsor
a
cause
they
care
about
• Have
them
curate
content
for
their
followers

24. They
Care
if
You
Care
Connect
your
brand
to
a
cause
Millennials
care
about

25. Emotion
Beats
Function
Create
an
instant
connec2on
with
pictures
to
convey
emo2ons
and
words
to
instantly
connect
with
your
target
audience

26. It’s
All
About
Them
Millennials
don’t
come
to
your
office
for
long
mee2ngs
–
you
need
to
come
to
them!
• Offer
videoconferencing
• Inform
them
via
text
messages
about
important
updates
• Split
longer
sessions
in
shorter,
30-­‐minute
mee2ngs

27. Re-­‐Invent
Your
Thinking
Look
at
collateral
and
content
you
produce
with
a
fresh
eye
and
re-­‐invent
how
you
communicate.

28. Be
Part
of
the
Flow
Re-­‐consider
your
marke2ng
processes
to
act
quickly
when
trends
come
up:
• Ice
Bucket
Challenge
• TV
hit
series
(Game
of
Thrones,
Scandal)
• 90’s
retro
wave

29. Examples

30. B2C:
Restaurants
Domino’s
Pizza
Web-­‐ordering
planorm
takes
away
the
pressure
to
decide
on
the
spot
when
ordering
via
phone.
It
also
makes
it
very
easy
to
order
with
just
a
few
clicks.
“It
takes
me
a
while
to
decide
what
I
want
and
it’s
nice
to
be
able
to
look
over
everything
as
opposed
to
being
pressured
on
the
phone.”

31. B2C:
Restaurants
Dunkin
Donuts
makes
Millennials
part
of
their
brand
with
their
#mydunkin
campaign
and
rewards
their
loyalty
with
giveaways

32. B2C:
Retail
Kendall
Jackson
is
a
winery
who
developed
a
mobile
app
which
does
everything
Millennials
love:
it
provides
instant
informa2on,
it
educated
and
make
them
look
good
when
they
talk
about
wine
and
it
includes
gamifica2on
to
earn
rewards.

33. B2B/B2C:
Services
Adobe,
AMEX
and
AirBnB
are
great
examples
of
informa2on
hubs
–
they
provide
value
through
original
content
without
any
sales
pitch.

34. You
made
it!
Kirsten
Furman
and
Miriam
Christof
miriam@justjumpmarke2ng.com
Call
me
at
781.366.5549
Follow
me
on
Twixer:
@miriamchristof
Visit
our
website:
www.justjumpmarke2ng.com
Let’s
have
a
coffee!

35. Annotations
1
According
to
a
study
by
Berglass
+
Associates
and
Womens
Wear
Daily
2
Pew
Research
Center,
Millennials
in
Adulthood,
hxp://www.pewsocialtrends.org/
2014/03/07/
millennials-­‐in-­‐adulthood/

36. Read
More
• Meet
the
Millennials:
The
consumers
to
change
the
marke2ng
landscape
• Millennial
Marke2ng
• How
Millennials
are
shopping