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DNA of Millennials

10 Tips for Advertising to Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z, Social Media Advertising | No Comments
Advertising to Millennials
As we all know, millennial generations are critically important to the Media and Communications industries. Some people don’t get them, others excuse them, but in order to successfully engage with them the best thing to do is to fully understand who they are and what they want.

So, what is a Millennial? The definition of a millennial is not unanimous. However, it usually refers to the age range between 18-35 years old. But, one of the first words that comes to mind when you think of the millennial generation is SOCIAL. Since Millennials were born during the years of change, such as the advent of digital marketing, they are known for being very active on all social media platforms and are always on top of key trends like food and fashion. However, besides these key millennial generation characteristics, there are many more to pay attention to (especially in the advertising game). In order to catch their attention and build their trust over time, it is important to follow these 10 tips when deciding to advertise to them.

 

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize your Millennial audience and to show that you care about making the world a better place.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials take seriously. So, once you have segmented your audience, start creating high-quality messaging with the mediums that you will use for the segments chosen. This can be in the form of a billboard, an advertisement on a bus shelter, or any other campus media that engages these younger generations while improving your ad positioning as well.

USE OOH ADVERTISEMENTS

Have you ever seen one of those billboards on the side of the road during rush hour and thought that it read your mind? OF COURSE. Out-of-home advertisements have been found as a very effective method to influence people’s purchasing power, specifically among Millennials. It is a fun type of advertisement that is to be straight to the point. In fact, studies show that OOH resonates with authentic and real-world experiences. The nature of billboard advertisements is to play off of our short attention span and provides a last-touch opportunity in the path to conversion. In this way, brands have the chance to resonate with young generations multiple times of day. At MSSmedia, we provide a suite of OOH campus media placements that will help your brand make an impact and a sincere difference. Curious? Check out our work here.

PODCASTS

Millennial audio consumption of all types has been increasing on a national scale. According to iHeartRadio, we are currently living in an audio-first world where streaming services, podcasts, and radio are gaining ground day after day. This year, 51 percent of American consumers reported listening to a podcast. At MSSmedia, we offer quality audio advertisement placements that capture users on streaming services nationwide.

PEER-TO-PEER MARKETING

Millennials and the Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. And, this characteristic of the millennial generations opens up the opportunity for peer-to-peer marketing to flood in. Peer-to-peer (P2P) marketing is a method where customers engage other customers through recommendations. With a big component being word of mouth, P2P is used on college campuses. But, social media, in the meantime, is the P2P equivalent in the business game. It doesn’t feel like a sales tactic, Millennials say. It is not pushy or self-focused. On the contrary, P2P lends authenticity while giving a voice to those who have nothing to gain but meaningful and reciprocal recommendations.

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How to Advertise to Generation Z & Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z | No Comments

Students on Campus Advertising

In today’s campus advertising world, knowing how to speak to millennial generations like Gen Z is crucial to your success. But, what exactly does it take to get through to them?

Be Authentic

Generation Z and other millennial audiences tend to be less receptive to the “standard” advertising tricks. Digital natives like Gen Z might not even pay attention to a print advertisement when they are out and about if it doesn’t catch their eye. Millennials value authenticity far more than previous generations like baby boomers – especially in their advertisements. Make sure to feature diversity, address real issues, and offer your millennial audience some value.

Location, Location, Location!

Of course, location is also a key element of being able to advertise to Gen Zers. Try to place your advertisements in locations where young people spend a lot of time. These can be places like local hangouts near college campuses, in university stores, or even on campus placements like bus shelters. This way, you are gaining valuable impressions throughout a students’ typical day. Want to learn more about college marketing? Check out our campus placements here.

Where to Advertise on Campus

Prior generations spent the same amount of time on campus, but the campus advertising landscape today is much more robust than it was before. Brands can now advertise on campus with bus wraps, newspaper kiosks, bus shelters, billboards, digital screens, and on campus posters. This means that you have more opportunities than ever before to get in front of people born into the millennial generation. In their early stages of young adulthood, college students spend a large portion on their college campus. And, not only does this younger generation spend so much time on campus, they are walking around looking at their phones too. Don’t forget to employ digital strategies and channels to target Generation Z, X, and Y.

Engage Generation Z on Social Media

Gone are the ways of older generations where phones were only used sparingly. It’s no secret that college students spend a lot of time on their phones. In fact, 71% of millennials use social media on a daily basis. That means that members of Generation Z is spending time every day engaging with platforms like Facebook, Instagram, and Snapchat. Therefore, there are hundreds of thousands of impressions that you are potentially missing out on.

With MSSmedia, we can reach the millennial audience not only in person but throughout their day through unique digital strategies. And, there are a multitude of different ways that brands and organizations can tap into this advertising potential. First, you can utilize direct sponsored content to appear on the news feeds of millennials. And, if you take this one step further, brand ambassador networks have become an influential marketing tactic. So, not only are you reaching Generation Z and other young adults through digital advertising, you can market your product and services within the communities that they speak to every day.

Last but not Least, Don’t forget Google

On average, there are 5.6 billion search queries per day on Google. Granted, Generation Z and other millennial audiences spend a lot of time on social media. But, when they are ready to purchase, they are more likely to go to Google. Keep your Google My Business account updated and always optimize your keyword lists based on search data. This ensures that you can reach millennial users when it is the most important- when they are ready to purchase.

Ready to learn more about how digital strategy can help your business grow? Contact one of our media experts today!

Surprising Shopping Habits Millennials Embrace

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The constant emails and notifications from retailers may seem annoying for some, but millennials embrace it. According to a new study from Euclid Analytics, this generation really enjoys interactions from brands as they shop. 74% of survey participants said they were down to receive messages on their phones during a store visit, while 81% of respondents said they were open to stores being in touch (text or email) after the shopping trip.
The desire to keep in touch with stores is an extension of how this generation has been targeted and the way they’ve grown up. Millennials have shopped online for most of their lives and receive personalized recommendations from brands such as Netflix. This has raised expectations to stay top of mind on and offline after every interaction.
Not all contact from retailers is accepted. Consumers do not want to receive a text about a purchase as they are in the gym. The interactions must be timely and location-based. A text about a sale as they are approaching the mall is much more appropriate.
This feeling of constantly being in the loop isn’t exclusive to online shopping. Regardless of the channel that consumers purchase from, they still want a personalized experience. Brick and mortar retailers are at a disadvantage because customer data is harder to optimize and it’s more challenging to make customers feel special as they physically browse the racks. Thus, these retailers need to find ways to bridge the gap between online and offline worlds.
As online shopping continues to flourish, it’ll be interesting to see how retailers will conform to the in-person shopping experience and entice users to head to the mall. The constant contact with consumers could be a necessary solution.

Capturing Millennials at Music Festivals

By | DNA of Millennials | One Comment

Flower headbands, good music and fun in the sun mean festival season is here. This also means millennials will be flocking to different cities across the nation to see their favorite musical artists. It’s an opportune time for brands to court this market through activations, social sharing and more. One of the most popular festivals is Coachella and the WSJ called it an event, “filled with a marketer’s dream: throngs of influential, open-minded and ready-to-spend millennials with plenty of time to kill.” Festival schedules allow for significant down time, which gives people time to explore sponsored tents, brand experiences and share on social.

The audience at festivals has expanded beyond the physical attendees. People are tuning in on social media to see which celebrities and influencers are attending, what they’re wearing and more. To tap the marketing opportunity presented by these festivals, brands produce on and off-site activations for people at home to enjoy as well.

On-site activations give brands access to the vast amount of people attending. According to a 2015 survey, 78% of millennials would rather pay for an experience than goods. Therefore at festivals, brands want to provide the best experience for this target. Below are a few successful examples of experiential marketing at Coachella.

H&M

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The retail chain hosted a pop-up shop with a 360-degree desert scene backdrop. Guests could film instant Instagram worth video clips. A strong digital tie-in reaches not only those who came to the event, but the people following them online.

Tag Heuer

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The official watch of the festival hosted a tented lounge in the VIP area. Guests could sip on refreshments and buy the new watch, but the main purpose of the tent wasn’t to sell watches. It was for the brand to get to know their new customer better.

Calvin Klein

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Instead of trying to break through the noise of the crowded festival grounds, brands such as Calvin Klein take their experiences off-site. They hosted about 25 digital influencers at a hotel in Palm Springs as part of a three day “branded experience” to complement the festival. The event garnered more than one million engagements on Instagram and Twitter in less than 24 hours.

Driving Factors for Millennial’s Retail Decisions

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The buying power that millennials have entices brands and retailers of all industries. There are about eighty million millennials in America and they represent about one fourth of the entire population with $200 billion in annual buying power. Despite this, companies have been struggling to connect with them through advertising and capture their attention. They’re different from their parents and previous generations so retailers have had to approach them differently. Below are key factors to keep in mind that differentiate millennials and their shopping habits.

1. Save for a rainy day

According to the second-quarter 2015 Nielsen Consumer Confidence report, roughly 70% of millennials indicate their personal finances will be either good or excellent in the next year. These same consumers have experienced the hardships of the U.S. economic turmoil, therefore they are savvy shoppers by necessity. They will purchase previously used items and research at least four sources when trying to decide on a purchase.

2. Some millennials are thriving economically

Some millennials struggle with money, but about 27% of this generation qualifies as upscale millennials that earn more than $75,000 per year. This subgroup has a median income 11 times that of the general millennial group. Brands need to understand the needs of this distinct subgroup to capture their attention.

3. Spend money on what matters to them

Yes, millennials love a deal, but they also spend money on what matters to them. Known as the technological generation, millennials will not delay in upgrading their devices to save money. While they spend less on clothes to save money, 35% still make apparel purchases with their extra cash.

4. Digital is Key

About 92% of Millennials own a smartphone, compared with 76% of Baby Boomers. Because technology is an integral part of their lives, it’s a key component of their shopping experience. Roughly 19% of Millennials and 31% of upscale Millennials spent over $1,000 online in the past year. The majority (66%) use the Internet to purchase hard-to-find items. Roughly 70% of upscale Millennials scour the Internet for hard-to-find items.

5. Trusting Generation

Compared to all other generations, millennials are the most trusting of almost every type of advertising including traditional and digital. For the retailers that can tap into these outlets and properly communicate their message to this generation will see big rewards.

Attract New Hires with Creativity

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials | No Comments

Students go to college to earn a degree and pursue their dreams. They’re doing all of this work in hopes to get noticed by employers and vie for a position upon graduation. It’s an exciting, yet scary time for students. Not all employers are making themselves visible to the college market, but GE is stepping outside of the box to attract this demographic.

GE is thought to be your parent’s company, which means people think that it’s old school and not for the younger generation. On the contrary, GE is quite innovative and wants to prove this to millennials. They created TV ads on late night comedy shows such as “The Late Show with Stephen Colbert” and “The Tonight Show Starring Jimmy Fallon.” There has been a lot of buzz around these late night shows, and GE wanted to capitalize on the audience.

Targeting this campaign by college campuses would be just as effective. The idea is to place your message where students are, and this target is watching comedy shows as well as walking around their campuses. Most students are also hyper alert to anything concerning a job so as a company looking to hire graduates or interns, these are great tactics to employ.

Coke Zero Brings Back Their Drinkable Billboard

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Media Planning & Media Buying | No Comments

Classes are in session, and with that comes the excitement for the upcoming football season. Tens of thousands of college students along with other enthusiastic fans will be in attendance to root for their respective teams. Thousands more will be tuning in via television, which presents an opportune time to sample your product with the college market. This is exactly what Coke Zero aims to do.

It’s said that Coke Zero was created for men because they were turned off by the word Diet. Taking a glance at Coke Zero and Diet Coke, one would think they are identical, but they do differ slightly. Although Zero’s launch 10 years ago had a different target, the brand has realized the opportunities of marketing to other targets. Thus, Coke Zero has made a name for themselves, becoming a $1 billion global brand in 2007 and continuing to keep their stature. Surprisingly, it hasn’t been due to giving out samples of their product, which brings us back to the vast sampling pool of people surrounding football games.

Their latest campaign capitalizes on the millennial market physically available at games by setting up billboards at certain stadiums and handing out branded gear with drink samples. In addition to these outdoor advertising efforts, Coke Zero is taking their drinkable campaign to TV. Through 10 new spots, ESPN personalities will ask viewers to open their Shazam app and hold it to the TV. The Coke Zero will appear to pour into a glass on the smartphone, and the viewer will be given a coupon for a free 20 oz. bottle redeemable at select retailers. Coke has accomplished the task of not only engaging fans in person, but involving fans at home, which extends their reach even further. Taking outdoor advertising and utilizing social media, Coke guaranteed success of their campaign.

Why Instagram is Important

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Facebook conducted a survey to understand the reasons why millennials are so obsessed with Instagram. Yes, they are not as active on Facebook as people may think, but they definitely love Facebook owned Instagram. After surveying millennials in 7 countries, Facebook uncovered the following results.

Millennials want visuals rather than text. They want pictures to depict what a brand represents rather than a typical ad. They also want to be able to view a lot of content and scroll fast. 73% of Instagram users are between 15 and 35 years old and they check the social platform throughout the entire day. 69% check at home, 39% while going to sleep and 33% when they wake up.

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Facebook also uncovered that 48% of users follow a brand because the content is interesting or funny, 62% follow because they love the brand and 54% like to discover new things. In addition to getting followers, brands must stand out amongst the multitude of other brands. To accomplish this, below are some rules to follow:

  1. Be authentic
  2. Write an interesting bio with your website in it
  3. Use a smart #hashtag
  4. Create a contest or campaign to engage and reward your most active fans
  5. Feature your best fans

Advertising is Increasingly Relevant to Millennials

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According to new research from Axicom, millennials are more likely to believe advertising is becoming more relevant to them. The survey found that perceived relevancy of ads decreases as a consumer ages, which means the prime time to target this generation is now. Advertisers need to craft authentic messages with emotional resonance and deliver those messages on a consistent, personalized level to consumers across multiple platforms.

1. Set the mood

Get consumers to bond over a universal human experience. Be conscious of the use of certain fonts, colors, images and the tone/style of the messaging. The goal is to evoke an emotion from the audience and create a community for your brand.

2. Fuel creativity

Many brands are seeking the attention of the millennial market, and in order to stand out, brands must be creative. Create short videos, memes and more draw in the consumer. If the content speaks to the consumer, they’ll share it with their networks, which increases your reach.

3. Help them succeed

Provide how-tos, lifehacks and any other content experience that makes them feel smarter. Give them relevant information that can be used in their everyday life or can be used for future reference.

4. Spotlight Pop Culture

Millennials are tuned in to the latest pop culture news and celebs. Incorporating this into your messaging in a tasteful manner will make your brand more relatable to this generation.

OOH is Effective in Driving Back-to-School Dollars

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials | One Comment

Retailers rake in the dollars during back-to-school and college shopping. Holiday shopping is the highest spending period, but back-to-school shopping comes in second with an estimated $68 billion to be spent in the next few weeks. According to NRF, 41% of college shoppers plan to use their smartphone to research products and compare prices, and 46% of tablet users will do the same. When it comes to making the purchase, 31% will buy products on their smartphone and 35% of tablet users will do the same. Therefore, brand messaging should be in front of these students and their parents. OOH is one of the best ways to reach them and below are three reasons why.

Location

Advertising near the point of purchase is a great strategy. Add directional messaging to point consumers to products they need to purchase.

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Timing

Nearly 30% of back-to-school shoppers wait until the last minute to start shopping. Digital displays allow flexible messaging for limited-time specials and sales.

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Creative

With eye-catching creative, brands can break through the clutter. OOH’s wide range of formats, sizes, shapes, locations, and technologies offer a blank canvas that engages consumers during the 70% of the day they spend away from home.

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