Many businesses are keen to tailor their experiential marketing efforts in a way that appeals to Millennials. Otherwise known as Generation Y, people in this demographic are those born between roughly the early 1980s and early 2000s.
Now that Millennials are entering their prime spending years, it’s unsurprising that organisations wish to tap into their consumer habits. But how can you optimise your campaigns to take advantage of this cohort?
- Mobile marketing
Smartphones are an intrinsic part of most people’s lives in 2016, especially among Millennials and Generation Z.
As such, incorporating mobility and multi-device compatibility into your experiential marketing should be a priority. Ensure any webpages and advertising communications are optimised for mobile and consider how to use apps and games to gain traction.
- Be socially responsible
Millennials are typically believed to be more equality driven and environmentally aware than previous generations. A campaign built upon making the world a better place is therefore likely to strike a chord for this demographic.
Furthermore, social experiments and other advertising that raises awareness of important issues already tie in well with experiential marketing techniques.
- Honesty is the best policy
Millennials grew up with the internet at their fingertips and have no qualms researching products online before purchasing. Social media also provides disgruntled customers with a voice to counter any marketing half-truths businesses may try.
Honesty and transparency are therefore crucial in your marketing campaigns. Otherwise, you could face a very vocal backlash from younger consumers with access to the right information and technology.