As I was reading an article on marketing to Millennials recently, it struck me in a way it hasn’t before. When I look around me, it seems that all I see are Millennials. In 2019, Millennialsoutnumbered Boomers in the US population, and Millennials and Gen Z are said to account for more than one-third of the workforce (38%). When we are talking about Millennials, we are talking about us.
If I’m a Millennial reading an article or a blog post about marketing to Millennials, what am I thinking? (I’m asking because I’m not a Millennial.) Am I thinking it’s accurate? Or, since Millennials outnumber members of all of the other generations, am I thinking that it’s just a bit ridiculous, that the minority shouldn’t have the audacity to tell the majority how to market to themselves? It’s just a thought.
Those of us more “seasoned” industry folks first started writing about marketing to this demographic group, defined as those 24 to 39 years old, more than a decade ago when their habits, preferences, and purchasing power were still in the formative stages. We were all guessing what their impact would be. Today, Millennials are the dominant market influencers. They are the ones buying houses, furniture, clothing for their children, and so on. They are the ones shaping much of the social conversation.
When you walk into a business, you see Millennials. They hold those middle-management jobs, those outward-facing sales jobs, and are the ones who are the face of the shops and businesses we purchase from, sell to, and interact with on a daily basis. Is it time to stop referring to Millennials as a demographic group and simply refer to them as “the consumers of today” and the rest of us as the outliers who need special marketing attention?
It’s a flip-flop in how we talk about this generation, but then, who is “we” anyway? A good percentage of you reading this post are Millennials. How does the “marketing to Millennials” content strike you? What do you think? Is it time for us non-Millennials to start writing “how to market to Boomers” articles instead?
Discussion
By Thomas Hybki on Jul 16, 2020
Being born in '86 fortunately or unfortunately classifies me as a "Millennial." Being on the older side of this wonderful group has afforded me the opportunity of growing up outside when it was cool, as well as develop in this digital revolution that we are all in now.
I've found that people on the younger side of this slice are dramatically different (for the most part) than the older ones. And I find myself reading these sorts of posts to try and get a better understanding of my cohorts that are now in their mid 20's. It almost seems like a different generation within the two.
But you're right about most of those things. I've been married 12 years now, have 4 kids (which shocks most others my age) and have our own house.
Personally I enjoy reading about this/them/myself. Thank you for sharing.
By Maeghan Nicholson on Jul 17, 2020
I agree with Thomas, born in '82 I read articles that are supposedly supposed to be about how I think and act, but usually in my head I'm thinking "Nope. Not me. Doesn't apply. Wrong." How to market to me?
- I don't want to talk on the phone. I want to correspond by email or web.
- Marketing courses in college taught me nothing about print design or print buying, you're going to have to make this easier on me.
- Social proof is key. I trust online reviews, project portfolio galleries, and trusted recommendations.
By Heidi Tolliver-Walker on Jul 17, 2020
Thomas and Maeghan, thank you SO much for these insights. So if a printer wants to talk to you, what is the best approach? (Do you even accept cold calls/emails?) Does the typical direct sell fall flat? Or do you actually prefer that because you don't have time for relationship-building small talk? Would you prefer to receive a printed piece in the mail that both introduces them and shows the quality of work? What types of information do you want a printer to provide in order for you to make a decision whether you want to engage further with them?
By Thomas Hybki on Jul 17, 2020
@Heidi, I think it would depend on a few things. For me personally, it would be strange for a printer to reach out to me. For me as an employee it might be a little strange. If I was a business owner or if they reached out to me as a Sales Manager then that might work.
I love cold calls/emails as an approach from me to others. If someone comes at me with something I might not be interested in then once again, might be a little strange.
I like the relationship-building small talk if there is some personality involved rather than a rote approach. Humor gets places. But the printed piece is a good way to do thing if it's targeted. I don't normally even check the mail because my wife handles that. Here at work I have someone else do that and I might get it unless it's directed to me specifically. Social Media is a decent approach for the most part. A message on LinkedIn InMail with the subject like "Hey, I know this is a rando message but..." would most likely get me to open it.
Lots of assumptions and I am not sure where to take that question. But for me, I sell a specific type of product and I know which industries it works well with and how. With that I can approach in a sort of tongue-in-cheek writing style and see if I can get some engagement. But if you are also visible online then that helps. When someone reaches out to me I normally will go look at different social media sites and see if I can actually find them. Videos, posts, pictures and what not all help to see who they are. It's also reversed. If someone is looking for me I want to be able to be found. I'm actually planning on doing a lot more video in the next month.
Hope that helps. I'm willing to jump into other questions if you have them.
Discussion
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