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Today's Millennial is evolving and your marketing needs to as well. Stop selling and start helping with the right content in the right context
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MILLEN
HOW TO BUILD LOYALTY, BRAND
ENGAGEMENT & YOUR PIPELINE GEN
Millennial Metamorphosis
Myths & Misconceptions
Motivations & Mindsets
Maximize Marketing
Key takeaways
A socially connected, empowered
group of consumers that present
themselves as both the most
assimilated generation in history and,
simultaneously, the consumer group
needing the most individualized
targeting ever.
The NITTY GRITTY
At nearly a quarter of the US Population, Millennials are driving the
future
And this is what you need to know:
They are a consumer powerhouse
They are driven by their social connections
They are digital natives
They are not stereotypes
They are influential
They are EVOLVING
Economy
Globalization
Technology
Connections
Shaped by
Quick stats
Average Age of Millennial: 27
Average Age of Realtor ®: 57
Median Income: $73,000
Typically bought 1800sf, $180k (plan to stay 10 years or less)
97% finance, 76% first time homebuyers
They will comprise 75% of the workforce by 2025 (10 yrs)
The earning & spending power will exceed their Boomer
parents by 2018 ($3.39 trillion)
11.5 17.1
73.5
62.6
72.9 73.9
Greatest
Generation
Silent
Generation
Baby
Boomers
Gen X Millennials Gen Z
In millions
Pre - 1933 1933 - 1945 1946 - 1964 1965 - 1979 1980 - 1995 1996 - Present
“There will be a massive
slump in demand because
they are all going to live
with their parents- they
don’t want to own.”
OPTIMISM
the American Dream
Ownership Society
Current homeownership
New Paths to Ownership
“When they move,
they’ll all move to
the city and rent”
Headed for the ‘Burbs
“They’re not
planning on having
families or creating
households”
Family Values * The most
influential
millennial
consumers
Millennial moms
22 million millennials have children
46% of millennial women are mothers
10,000 millennial women give birth every day
They are the biggest and most influential
subset of Millennials
“They hate
advertising”
Brief
Entertaining/funny
Fresh
Educational
Relevant to who they are
It disrupts the status quo
They embrace Marketing
Relevance is the Holy Grail
They also reward marketing that fulfills
their need for discovery:
Amazon
The Fancy
Joss & Main
“They are obsessed
with social
media/technology”
DIGITAL NATIVES
Generation of networking & connectedness
(to information AND individuals)
“Exhuberants” and “Collectors”
YouTube Guru Phenomenon
Hyperconnected
Stop selling,
start helping.
They have an innate understanding
of marketing and of their value as
consumers. And they’re significantly
more likely than older generations to
believe they have the capacity to
help a brand succeed or fail.
Happiness
Passion
Diversity
Sharing
Discovery
Justice
Integrity
Family
Practicality
Duty
Millennials Boomers
values
Visibility
The Big 4
Content
Mobile
Reviews
Storytelling
Culture/Brand
Personas
Communication
Help don’t sell
Useful is the new black
Old Model
Interruption
Reaction
Heavy Users
Big Promises
Passive Consumers
New Model
Engagement
Interaction
Engaged Participants
Personal Gestures
Active Co-Creators
Maximize marketing
1. Provide Value with Information
2. Remain Transparent by Being Consistent
3. Stay Relevant with the Right Content & Context
4. Consumer Centric & Collaborative Marketing
5. Socially & Technologically Engaged
6. Create Visibility and Accessibility
7. Create an Experience Economy
8. Build Credibility through Reviews & Testimonials
Provide Value with Information
74% said the biggest benefit from an agent
was helping them understand the PROCESS
Value can also take the form of crowdsourcing user
opinions to help shape your brand’s
programs/initiatives/marketing
Marketing that makes hard-to-understand concepts
easy (infographics, Ebooks, whitepapers, slidedecks)
Provide content that educates the consumer, is easily
shareable and “snackable bites”
Hard info made easy…
Ebooks, checklists
Landing pages
Lead capture
Remain Transparent by be ing cons istent
Establish brand authenticity with
cross channel story telling
Consistency across every
interaction – online and offline
S t a y R e l e v a n t w i t h t h e R i g h t C o n t e n t i n t h e R i g h t C o n t e x t
Are you talking about what consumers want to know about?
Are you placing that content in the right context?
Are you valuable based on the consumer’s situation – yes, how do
communicate that?
Visual content is king - are you using video and photo-platforms to
build your brand and connect with clients?
Predictive analytics & big data
Hyper-local is hyper-relevant
The right content
The right context
Two-way dialogue
Brands killing context
UBER/LYFT – transport for regular people,
by regular people
GoPro & Instagram – filters & effects allow users to create professional looking images
Kickstarter – ordinary people can become investors/fundraisers
Consumer Centric Marketing
Get personal
User generated content (50% more trusted)
Your consumers will create the topics and marketing
plans for you
Offer them an opportunity to co-create the
experience & the marketing
• User Generated
Content
• Collaborative
• Shareable
• Feels Organic
Social across consumer
touchpoints
Shareable
Community
Feeds on motivation, shared
competition
Socially Engaged
Community, Shareablility, Consistency
Fan photo-sharing, retweeting and highlighting
positive customer reviews
When we want a recommendation for which someone we
know may be a credible source, we connect those dots in
social media
Requirement to be on the big 4
Recommend photo-platforms/Slideshare
Social and tech engaged
Social is no longer a vertical
channel. It’s now about creating
positive, shareable brand
experiences for consumers while
facilitating the social sharing of
those experiences.
Create Vis ib il ity
and Accessib il ity
Mobile first, desktop second
SEO/keywords, blogging
Easy to read, navigate
Videos
Communication- text, Voxer
The impact of mobile apps on
Millennial purchase decisions is
greater than recommendations
from blogs, social media, and
company advertisements
combined.
Simple
Obvious Calls to Action
Mobile/App
Visual Content
• Emotion
• Hyper-local
• Its about them
• Its about lifestyle
Experience Economy
Individualization/customization
Participation
Pre, during and post-purchase relationships are
expected
Not providing a “great service”- it needs to be
shareable
Feeds their search for authenticity & transparency
because it all matches up
Credibil ity Through reviews
45% of customers share their negative experiences
over social media, 35% post them on review sites
On average, a one-star increase on Yelp leads to a
5 to 9% increase in a business's revenue. On the flip
side, one negative review can cost you 30
customers.
Millennial purchasing decisions are
disproportionately impacted by customer reviews
The industry isn’t relevant. What
matters, is that other companies are
embracing the “help more, sell less”
value-add approach and, in so
doing, are changing the
expectations of your customers.
