Targeting Millennials Through Experiential Marketing
Millennials are defined as young adults who were born between 1980 and 2000. They're the largest, most diverse generation in the U.S. population, and have massive spending power. Targeting Millennials through experiential marketing makes perfect sense -- they're loyal to brands, digitally savvy, and are avid event-goers. Here are some tips to consider when creating your Millennial-focused experiential strategy:
1. Stay away from traditional. Millennials hate ads! They don't like to be talked at, and they're extremely skilled at tuning out brands that attempt to market to them. Traditional event signage promoting a sales discount or reasons to purchase will not work when targeting millennials. They'll walk right by your booth. Instead, let them touch and experience your brand's offerings. Organically integrate your brand with an engaging game, contest, or giveaway. You can't tell Millennials how to feel about your brand; they want to make that discovery on their own.
2. Make it shareworthy. Integrating social media with an experiential marketing campaign creates an extremely powerful engagement platform. If Millennials like an activation component, they'll share it incessantly, enabling brand experiences to "live on" long after the event is over. Consider implementing socially shareable photo opps, fun hashtags, or unique contests. Just make sure to integrate your social strategy organically... Millennials hate being told what to do!
3. Stay authentic. Millennials feel that the brands they buy reflect their own style and personality. They want to connect with a brand rather than just admire its offerings. Train your Brand Ambassadors to be engaging, personable, and "real" while executing your experiential campaign. Millennials will appreciate an authentic relationship and feel more comfortable hearing about the brand's features and benefits once they've established trust with your brand rep. Personalizing your brand is key when connecting with Millennials.
4. Just ask! Showcase your product and ask Millennials for their opinion. They're sharp shooters and aren't too shy to provide their likes and dislikes. Not only will this help you tweak your brand's messaging, tone, or features, but Millennials will appreciate that you want their input. When it comes to experiential marketing, t's all about the connection!
On The Avenue Marketing creates face-to-face engagements that deliver real results. Need assistance with your next experiential marketing campaign? Contact us today for a free consultation. We'd love to chat!
Alycia is a sales and marketing expert who has been connecting people and products through events for more than a decade. As Vice President, Marketing of OTA, she draws on her experience to create customized event marketing programs for her clients. She's developed a deep understanding of how to create and execute engaging promotions that organically attract consumers to brands. In her free time, this Boston native enjoys creating craft cocktails, soaking up the summer sun, and obsessing over her 4 lb. Chihuahua, Taco.
Topics: Experiential Marketing