The generation Y or millennial generation is active as consumers, consumers in high demand. It is made up of people who were born at the end of 1970-early 1980 and 2000, and inherited this name thanks to the headphone cord which formed a “Y” when they are connected to portable music players and iPods. This generation represents the future, and all marketers dream of owning part of this consumer market segment, that of 16 to 36 year olds…
To interest young people of generation Y, favor a global marketing approach
During your professional meetings, you have surely met several thirties, for example a young assistant of the boss with whom you exchanged. Those who are in their early thirties are more and more the people with whom you will now communicate to finalize a sale. They represent a fraction of current decision makers, but will mainly be the decision makers of tomorrow. So it’s time to adjust your content marketing and sales strategy to make this millennial generation resonate.
American companies have had Generation Y in their sights for decades. The “Ys” are targeted more intensively by businesses than the Baby Boomers have been. They were used on all sides, both by video games, music and non-stop television, by music videos, cell phones, the Internet and social media. They are continuously stimulated by continuous media bombardment, and this, since their birth. Consequently, they excel at decoding a marketing message at speed “Big V”. They respond favorably to a message that they believe to be true, to a story about a product that seems authentic to them. They are reluctant to aggressive sales strategies.
Source: Stokpic / Pixabay
Michele Serro, former partner associated with the design and innovation firm IDEO, is the founder of Doorsteps. Doorsteps is an online tool for future New York-based homeowners who target “Y’s” and do in-depth research on what connects this generation. Serro has found that for the millennial generation, the marketing message is almost inseparable from the product itself. According to her, a global marketing approach is necessary to influence this cohort. Authenticity is essential.
“Generation Y members can feel the gross commercial solicitation when they are told sales pitch stories… and they are extremely impatient when they find that they are wasting their time on irrelevant or even irrelevant information. deceitful in their eyes. Your sales pitch will get you nowhere with “Y” decision makers. If they judge your message to be untrue, you will be branded as an unreliable person and that will be the end of an unlikely collaboration in the future. ”
Your sales pitch should therefore tell a story: the story of your product or the service you offer. ; a story that explains the emotion that initiated the creation of the product or service, to what problem it provides a solution. This scenario should show how people, but especially the decision-makers of the millennial generation, will benefit or avoid a problem thanks to your product or service offer. What matters to “Ys” is to make their organizations the best in providing unparalleled customer service.
Source: Jarmoluk / Pixabay
The “Y” lives in Here and Now. The solutions proposed must therefore respond to this diktat to attract their attention. The best example we could set out in this regard is the “Y” craze for Apple products. They were the first consumers in their teens of iPod and iPad products (which they abandoned when they saw the Baby Boomers’ craze for this product), but especially the iPhone, all versions combined. Steeve Jobs had the Art of telling stories that appealed, he was and will remain an icon for many millennia.
Because they have always been in contact with social media, members of the millennial generation are used to interacting directly with the providers of the products and services they use.
Some simple rules should be taken into account to facilitate millennial engagement
1. Format the content of your website so that it reads like a frank conversation with your visitor. Also design your content marketing for a somewhat personal, even casual, message. It will allow your customer “Y” to connect to it, understand the meaning and trust you and your product.
2. Create lit content. Millennials are ambitious, intelligent and talkative as evidenced by their heroes Steve Jobs and Mark Zuckerberg. Present your information in a fast-paced, thoughtful way, with a touch of fantasy. There is no half measure: your message must be perceived and confirmed as being sincere and intelligent.
3. Capture their attention from the start of your message and spread it via tweets, a constantly updated interactive website, videos on YouTube, podcasts, webinars, Facebook and all interactive platforms. Generation Y is mobile: it’s imperative that the display of your content is adaptive to cell phones.
Source: Viktor Hanacek / Picjumbo
4. Distribute engaged content. Millennials are committed beings: give them the opportunity to discuss your brand. Start a dialogue that will facilitate the conversation and prepare the ground to retain them for your product. Seek their opinions, ask questions, but more importantly, answer their questions as objectively as possible. Do you think you have the best product? It’s good. They tell you that it is not as good as they thought it was? Be receptive to their criticisms, as they are the future of your products and services, they help you adapt. This is priceless!
They see themselves as part of a community. They are challenged by the major current issues. Your message should reflect this mindset in order to convince Millennials that your product is useful before being what is commonly known in marketing as a cash cow.