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Catherine Colbert

Q&A: Marketing to Millennials Checklist

by Catherine Colbert | Dun & Bradstreet Editor

February 24, 2016 | No Comments »

Is yours a Millennial-friendly company? Based on my recent Q&A with generational marketing expert Ann Fishman regarding Millennial women as consumers and employees, I created a list of items to consider when marketing to Millennials.

Consider this …

• Listen to Millennials to discover their wants, needs, and desires.

• Take advantage of inexpensive marketing methods, such as social media, and add personality to websites, Tweets, and blogs.

• Be creative and plug into popular culture where applicable. For example, Doug the Pug, who speaks Millennial, is now a spokespup for HomeGoods and is regularly photographed with products.

• Create a high-design Milllennial-friendly website that showcases your company’s uniqueness.

• Boost engagement. Because Millennials love to interact with brands, engage with them in social media through ad campaigns and apps.

• Ensure that customer information is secure to avoid data breaches and to maintain loyalty with customers.

• Aim to capture Millennial attention with marketing efforts that get to the point within five seconds. Think YouTube video and the time it takes to consume a Tweet.

• Consider enlisting the help of celebrities to promote certain products, a tactic used often by perfume marketers. Celebrity endorsements work to encourage Millennials to try a brand.

• Educate Millennials on the benefits of a product and how to use it, as QVC does.

• Roll out and widely promote a generous, no-hassle return policy to encourage Millennials to buy your product to try. Both Zappos and Costco do this well.

• Consider adjusting your business model to accommodate how Millennials live without alienating the needs of other generations. For instance, because Millennials bank online, they don’t need tellers for day-to-day assistance and they’re now spurring financial tech startups to serve their needs.

• Follow through on valuable face-to-face feedback with customers, particularly Millennials. Like clothing retailer Zara, establish a process to send detailed customer comments directly to management, rather than stumbling on snarky comments on Twitter or Facebook later.

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Photo by Luke Addison, used here under a Creative Commons license.

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