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WFA 2017 - Marketing to Millennials
Millennials, born between 1980-1995, have distinct marketing preferences that focus on authenticity, mobility, and experiences. They spend significant time consuming and creating media online and trust user-generated content from friends over traditional advertising. Effective millennial marketing utilizes influencers, shares behind-the-scenes content on Instagram and Snapchat stories, offers discounts and deals, and creates memorable experiences for sharing on social media. Live video through Facebook is also an impactful way to engage millennials authentically.
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WFA 2017 - Marketing to Millennials
- 1. MARKETING TO By: CassieRoberts MILLENNIALS
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- 16. AND SELL ATTHE GATE
- 17. WE’LL SEND THESLIDES!
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- 20. WHO IS WITHME? Born: 1980-1995
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- 22. I HAVE ASELFIE STICK.
- 23. I CAN DOA LOT AT ONCE..
- 24. 18 HOURS ADAY Millennials including myself spend about consuming media.
- 25. 2 hours 12:00pm-2:00pm 3 hours 1:00pm-4:00pm 3hours 1:00pm-4:00pm 5 hours 12:00pm-5:00pm
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- 27. LET’S SEE MYGENERATION ON GOOGLE • IMAGE SEARCH: MILLENNIAL
- 28. IN MY SHOES… Tobe 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.
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- 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
- 33. UNINTERESTED Without these challenges,millennials often appear
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- 35. UNEMPLOYMENT RATE I graduatedcollege I started grad school.
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- 38. MILLENNIALS ARE KNOWIT ALLS
- 39. TECH BOOM • Heavyresearchers—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
- 40. MILLENNIALS? SO HOW DOYOU REACH
- 41. MILLENNIAL MARKETING • AUTHENTIC •MOBILE • EXPERIENCE-BASED
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- 44. OUTBOUND MARKETING ISOUT • Each person absorbs around 2000 outbound marketingmessages 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 THECORD OCTOBER 2016
- 46. I HAVE CABLEFOR ONE REASON
- 47. Apple TV +Sling=No Cable!
- 48. INBOUND MARKETING ISIN Millennials are most loyal to businesses that improve their customers’ lives with informative content. • “How to” information, especially with live video • Industry buff-thought & leadership expertise • Brand Ambassadors/User Generated Content
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- 50. TACO BELL • Startedmillennial “Word of the Day” campaign, to speak millennials language • IDEA: People ages 18 to 34 will perk up when hearing or reading words that could have come from the mouths of their peers, as these messages warrant comfort and trust.
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- 52. BRAND AMBASSADORS • Includesan element of testimonial & review • Can be a great way to get video of someone enjoying your brand!
- 53. EXAMPLE AMBASSADOR PROGRAM 1.Goal! “Moms of the Fair” 2. Begin 6 weeks prior to event 3. Must Post something each week (example)
- 54. EXAMPLE AMBASSADOR PROGRAM “Haveyou purchased your mega pass for the Super Fun Fair? $35 for 5 days of unlimited rides! My kids can’t wait to see what the carnival has in store this year! I got my tickets on their website!”
- 55. EXAMPLE AMBASSADOR PROGRAM “Thefair starts on Wednesday! We plan to go at 3 pm. I heard they have a couple of new acts!! Who’s all going?”
- 56. SPONSORED AMBASSADOR EVENTS •Host an event before or during your main event • Invite local ambassadors- local “celebrities” or even fans who have a lot of followers • Create a VIP atmosphere that attendees will want to share
- 57. NEGOTIATE NUMBER OFPOSTS • Include the number of social posts in which the ambassador will mention you • Give away tickets, food vouchers or whatever you can in exchange
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- 59. 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
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- 66. RODEO ROCKSTAR User-generatedcontent Inclusion of video Involve young people
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- 68. 85% of millennials OWNA SMARTPHONE
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- 73. INSTAGRAM EDGES OUT# OF USERS
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- 76. SNAPCHAT BEST FOR“STORIES”
- 77. USES FOR BOTHSTORIES FEATURES?
- 78. SNAPCHAT GETS MOREMOBILE MINUTES
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- 80. INSTAGRAM ADS • Launchedin September 2015 • Uses Facebook ad targeting! • Huge reach, especially to the millennial market • Only way to add a link is through a paid ad
- 81. Quick Adoption • $1.85billion in Ad Revenue from Instagram in 2016 on track to be $6.8 billion by 2018 • 75% of Instagrammers take action after being inspired by a post
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- 85. WHAT TO POST •Behind-the-scenes shots & videos • Repost shots from fans • Timely posts • Funny posts • Contests & giveaways
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- 87. THE PLUSES &MINUSES • PLUS - Insights on your Followers • PLUS – Insights on your Posts • PLUS – You can create ads from within the Instagram App! • MINUS – Just like Facebook, they may start limiting your presence in your followers feed without paid advertising
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- 89. • Straightforward wayto do an Instagram Ad, without having to go to Facebook! • Not as many targeting options as using Facebook’sAd manager, but still can define & save custom audiences based on Instagram insights INSTA ADS
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- 91. SNAPCHAT ADS Ads onSnapchat are EXPENSIVE! (At least right now) • A one-day “discovery” panead is $50,000 • Sponsored lenses can be as much as $750,000! • Snap to Unlock Codes- believed to have the 2nd lowest point of entry, exact cost unknown/probably varies in the low $1000s
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- 101. GET THE WORDOUT • Post about Snapchat on other social media sites • Encourage Fans to use your Snapchat filter and share their Snaps with you- contesting is coming! • Repost your Fan snaps on your Story
- 103. IDEAS FOR SNAPCHAT •Post snaps to my “story” so everyone following you sees • Live for 24 hours • Show people new event features • Send out behind-the-scenes photos and videos • People can post a Snap of themselves at your event and send to you for a deal • Snapchat them back with a coupon
- 104. 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
- 105. 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
- 106. SPEAK MILLENNIAL WITHEMOJIS!
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- 108. EMOJI MARKETING They saya picture is worth a thousand words – and emoji are just the next evolution of communicating! • Emotion is more effectivethan text by a factor of 2 to 1 • Include in social media marketing • Big brands are already in!
- 109. LOOK FOR ANEMOJI CONNECTION • Use emojis that relate to your brand • This was retweeted over 150k times!
- 110. • International, multi-cultural • Symbolsare a universal language • Personal expression of feelings
- 111. FAIR EXAMPLE • EmojiMarketing • Timely • On Instagram • Catchy Hashtag • Millennial Lingo – “all the feels”
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- 113. …IN 2 HOURS. GETWHAT YOU WANT…
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- 120. POWER OF POSTING •For millennials, posting about a cool experience is often cooler than the cool experience itself! • What will your event look like on social media?
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- 127. VIDEO TO MILLENNIALS IS OFTENTHE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE
- 128. PICS OR ITDIDN’T HAPPEN VIDEO OR IT DIDN’T HAPPEN
- 129. 300 HOURS AMINUTE USERS ARE ADDING OF VIDEO CONTENT ON YOUTUBE
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- 132. WHY GO LIVE? •Video posts have 135% greater organic reach than photo posts-8 billion live video views/day • That’s a 50% increase in 2016 compared to 2015 • People spend 3x longer watching Live video compared to non live video • Builds trust & Increases authenticity-feels “real” & unedited • Facebook is giving priority to videos!
- 135. TIPS FOR FACEBOOKLIVE 1. Promote that you’re going to 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
- 136. MAKE MILLENNIALS SPECIAL TAKEADVANTAGE OF PICS/VIDEO OR IT DIDN’T HAPPEN!
- 137. VIP EXPERIENCE • Backstagetours • Exclusive meet & greets • Pre-event sneak peeks • Private clubs/restrooms
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- 139. USE AS GIVEAWAYS/OFFERCHEAP NOT ALL ABOUT THE $$$
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- 142. AND WHAT ISTHERE NOT TO
- 143. FREE ONLINE MARKETINGTIPS Website www.saffire.com Facebook www.facebook.com/TeamSaffire Twitter @TeamSaffire Instagram teamsaffire Pinterest teamsaffire YouTube saffirestudio Questions?
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