There is a wealth of information and coverage of the recent Advertising Week in NYC that is still hitting the internet. Digiday did a great job of summing up the four individual sessions and countless other mentions, on the subject of targeting Millennials. There are 74 million 18-34 year olds in the US, making up 23.5% of our population. The top takeaways were:
- One size doesn't fit all
- Millennials like authenticity
- Millennials like to be involved
- Millennials like brands with a conscience
- Social Influencers are a good way to reach Millenials
Engaging Event Marketing is Key
Millennials tend to be more receptive to brands that make them feel like they are a part of the process. They like being in the loop and appreciate being partners, co-curators and co-creators, not mere spectators. And the most effective new way to do that is through event marketing.
“Finding something that is high engagement is necessary for brands to connect with millennials,” Deborah Marquardt, the svp, managing director at mediavest, said. "It’s got to be in your brand territory and it has to be authentic.” She added that most often engagement can be maximized by going where they already are. Garnier Fructis, for example, has been on hand at the Bonnaroo Music Festival for the past eight years, where it offered attendees salon-style hair washes. This strategy has worked well for the brand, which prides itself on being committed to music, fun and the outdoors.
You can read more from Digiday here.