Mention “Millennials” and, depending on your audience, you’ll likely be met with a variety of opinions on everything from their work ethic to their spending habits. When it comes to marketing, one thing’s become clear: they definitely respond to proven methods.
Despite the rise of digital technology over the past two decades, research continues to show that Millennials – generally regarded as those born between 1982 and the 1990s – respond well to traditional methods of direct marketing. This is despite being so-called “digital natives,” the first generation to grow up with digital technology as a normal part of their lives. In other words, it’s likely you’ll find the latest smartphone right next to books and magazines on their desk.
For example, in 2014 the Direct Marketing Association’s Statistical Fact Book reported on a study comparing young adults in 1987 – when email marketing was a distant dream – with those in 2011 and 2012. While the number of those ages 18-34 who immediately set aside or discarded printed mail decreased, there was an increase in those who read it immediately.
While digital elements should be part of a healthy marketing mix, you can use the continued popularity of print marketing to your advantage.
Stand Out from the Commonplace
Our daily lives are inundated by all manner of digital advertising, from banner ads on websites to sponsored social posts and email advertising. The rise of digital advertising has made it much easier to reach a broader audience, but it has also made it more challenging for brands to stand out. Additionally, because there is so much digital advertising, it can be easy for people to simply tune it out and ignore it.
On the other hand, a printed piece physically puts your message in someone’s hands, to read right away, set aside for additional reference, or share with someone else in their home or office. With a well-designed piece and strong call to action, you can stand out in a way that has impact and gets results. Additionally, the ability to develop mailing lists narrowed down by a wide range of demographic factors and interests allows you to pinpoint and reach your ideal client.
An Individual Focus
By and large, Millennials have grown up with plenty of positive reinforcement and a focus on their individuality. Additionally, they tend to be focused on initiatives that make a positive impact in the world. Your marketing can stand out by appealing to their individual nature, and driving home how an offer affects them or makes a difference in their world.
A Healthy Mix
Here at Mellady Direct Marketing, we’re firm believers in the power of printed direct marketing, because we’ve spent 30 years seeing how it continues to produce great results. That said, when it comes to marketing, don’t limit yourself to just one channel.
By developing a healthy marketing mix of print and digital elements, your brand can have a stronger connection to your target audience, particularly to Millennials, who are heavy digital users despite their lasting love of print.
Authenticity
Perhaps more than anything else, Millennials value authenticity in marketing. They don’t like feeling they’re being pitched. In an age where the Internet puts powerful research tools at their fingertips, they value a conversational approach and the ability to do their own research and make their own decisions. They are adept at detecting and tuning out “sales-y” marketing.
What does this all mean for you? With the right marketing mix that utilizes proven methods and embraces modern approaches and that truly, honestly reflects who you are and what you offer the consumer, you can make an impact on your target audience.
Do you have questions about how to develop the right marketing mix for your business? Click here to connect with Mellady Direct today!
