To those marketers fretting over how they will appeal to Millennials, don’t worry yet. It’s not a matter of whether or not your brand is interesting now; it’s a matter of whether or not it will make sense later.
Customized Marketing Is Key
More than any other generation, Millennials value their individuality. Therefore, a generic brand message across all media is not going to make any leeway. The message must be customized to reflect their interests.
Automakers such as Honda and Chevy have appealed to Millennials by vamping up their green efforts, producing the Civic Hybrid (already a high seller among the demographic) and the Volt, respectively.
Price Is Significant In More Ways Than One
Interestingly enough, the aforementioned AutoTrader.com study found that a generation often characterized as spoiled and self-absorbed is very price-conscious. More than 80% of the Millennials surveyed who didn’t have a car pointed to price as the main component for not owning one.
Why is this significant? It proves that Millennials aren’t afraid to go against the grain. Whereas previous generations went through life’s motions because it was expected of them (re: The American Dream), Generation Y does what makes sense for them in the moment.
Read the entire article by Bill McKeveny, VP of brand development at Conversation.