This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

1. matchcraft //
SECRETS OF MARKETING TO
MILLENNIAL BUSINESS OWNERS &
DECISION MAKERS
LSA19 - DIGITAL MARKETING CONFERENCE
February 2019
Sandy Lohr, CEO

2. matchcraft //
MILLENNIALS – WHO ARE THEY?
CHANGING STEREOTYPES TO POSITIVE LABELS
Lazy
Are Very Comfortable With
Technology
Entitled Are Achievement Oriented
Spoiled Have High Expectations
Narcissistic Are Confident
Do Not Say
Millennials Are:
Try Saying
Millennials:

3. matchcraft //
WHAT SOME MILLENNIALS SAY ABOUT BOOMERS

4. matchcraft //
WHY MILLENNIALS MATTER TO MARKETERS
2.5
billion
worldwide
$200 Billion
in direct spending
power
Born
between
1982 -2000
80
million
in the U.S.
of the U.S.
population are
Millennials
25%
Sources: US Census Bureau
Accenture

5. matchcraft //
MILLENNIALS AS BUSINESS OWNERS
AND DECISION MAKERS
%ofworkforce
50%
by 2020
75%
by 2025
In the coming years
Launching
businesses
At average age of
27
(35 for boomers)
At nearly
2x the rate
Franchising
gaining
popularity
Forbes, Aug/16

6. matchcraft //
YOUNG SMBs ARE ALREADY
IN THE CLOUD
59%
Business decision-makers
ages 55-64 who say they
haven’t moved any business
operations to the cloud
16%
Business decision-
makers ages 18-34
who say the same
thing
LSA’s Tech Adoption Index Wave III (November 2018)
Business operations defined as marketing & advertising, CRM, HR/Payroll,
point of sale, supply chain, accounting/invoicing, IT/communications

7. matchcraft //
These are also Millennial business owners
And so are these
This is a Millennial Business Owner

8. matchcraft // 8
MILLENNIAL MEET AND GREET
Caron Ng Paria Rajai
Shane Saltzgiver Christina Galloway

9. matchcraft //
• Paid Time Off (PTO)
• Freedom and Flexibility
• Results Only Work Environment (ROWE)
• Location Autonomy
• Experiences
HOW THEY RUN THEIR BUSINESS
INSIGHTS… AS VALUABLE AS MONEY

10. matchcraft //
Attracting & Retaining Millennial Talent at

11. matchcraft //
HOW TO COMMUNICATE WITH
MILLENNIAL DECISION MAKERS
• Coffee
• Lunch
• Phone calls
• Cold Calling
• In office
• Wining/Dining
TRADITIONAL METHODS
• Smoothie or Juice Bar
appointments
• Yoga or Pilates workout
• Text Message
• WhatsApp and Linked In
• Walk-abouts, bike rides,
shared workspace
• Experiences - concerts,
escape rooms
CONTEMPORARY METHODS
• One-size-fits-all • Personalization

12. matchcraft //
SELF SERVING TO AVOID SALESPEOPLE
22%
18-34 year old
respondents
22%
18-34 year old
respondents
14%
Full sample
Source: LSA & Mono Solutions survey (September 2018)

13. matchcraft //
WHEN BOOMERS TRY TO MARKET TO
MILLENNIAL DECISION MAKERS
• Provide self-serve portals (DIY)
• Social - multi-channel
• Offer free trials and paid service tiers
• GMB, Social posts, Tweets to augment
paid media
• Share information - Educate and Coach
• Be transparent - learn their business and
win their trust

14. matchcraft // 14No millennials were harmed in the making of this presentation
Sandy Lohr, CEO