Connect with us

Business Marketing

The ultimate guide to reaching millennials

Published

on

Millennials and buying power

Although one in three millennials rely on their family for financial assistance and many have moved back in with their parents due to this demographic having the highest unemployment rate, this will not always be the case. Millennials are aged 18 to 29 and various studies say their buying power has already exceeded the baby boomer generation, despite economic struggles.

This generation is highly connected, with almost the entire group owning a device that connects to the web (laptop, smartphone, computer) and they are extremely brand aware with some opining that this generation is more socially conscious as a whole than past generations.

Three reasons millenials are a challenge

Millenials are not difficult to reach, they are almost all online, but getting this generation to latch on to a marketing message is trickier than simply mailing a postcard. The digital natives grew up with computers and are far from impressed with technology as it is something they have always lived with. This sentiment of being unimpressed applies to digital marketing as well, as this generation is cynical but not in the way Generation X is cynical, no, millenials tend to be cynical of all marketing not because it is part of the corporate or government machine, rather, having grown up in the era of email spam, everything that contains a marketing message is seen as dubious. Being part of the email spam generation and never knowing life without it, millenials are also part of a generation that had a cell phone in grade school and got in trouble for responding to spam text messages promising them fun ringtones but not making it clear they were signing up for a $9.99 monthly fee.

The amount of spam that millenials have had to learn to distinguish from legitimate marketing messages has made a generation that is dubious of all forms of marketing, even traditional forms. Additionally, because millenials grew up with Google and some grew up with Wikipedia, so the generation is conditioned to be internet researchers which often comes across to non-millenials as a “know it all” attitude and professionals find it annoying that every detail they share, Google is how millenials verify. This is not because millenials do not believe you, rather, it is because they are conditioned to use the web to verify everything from what device they’ll buy next to what the service is like at a restaurant they want to try, to what this rash is, all the way to how much they should be saving to buy a home.

Further, millenials have very short attention spans having grown up surrounded by digital devices delivering various messages, combined with diverse and complex video games and the rise of cable television with thousands of channels. This very theory is why Twitter initially experienced mass success as 140 characters is a reasonable amount of content for a mind used to taking in thousands of marketing messages every day.

Overcoming obstacles

How do you as a business professional market in a climate where every message is suspect, everything you say is validated via Google and attention spans are short? Millennials do not want your instructional DVD and they do not want you to blog about how to tweet or when a local carnival is, they want straightforward facts. This generation is drawn to minimalist design after growing up being bombarded by clunky websites and spam over text and email.

Combine straightforward facts and minimalism in your message, and mix in some of what is appealing about video games and digital publications in the form of humor or pop culture, and your message could get through.

The secret ingredient, however, is still the same secret ingredient that has worked since the dawn of time – getting face to face with a millennial will cut through the clutter and improve your chances of doing business with this large and soon to be wealthy next generation of buyers. How do you get face to face? You do not have to go to concerts and hand out your card, you are not required to go to hipster coffee shops and offer to buy coffee for trendy dressers, because millenials are dubious of any forced marketing.

Having a strong online presence and presenting yourself as the expert in something specific will set you in a position to be discovered and vetted online first and then closing the deal in person. While it doesn’t hurt to be where millenials are, like young networking events, the generation is still being primed for major purchases and when they are ready, they will start online with any purchase before emailing or texting, they will read through your blog to see what you offer and “creep” your Facebook and LinkedIn to see what you are like as a person. Getting millenials to buy from you means showcasing a specific expertise, being concise and cutting out the fluff and cheesy marketing messages, and through that expertise, earning their contacting you which should then be converted to an offline meeting as soon as possible to finalize the trust bond.

Millenials – data

As told by a millennial below, the generation is well educated, hopeful, but held back by the current economy. In the next few years, when the generation improves its buying power, it will be a force to reckon with and you will be ready by knowing about the generation (below) and understanding that they are a dubious generation that vets everything online and has a short attention span which has nothing to do with you, but must be considered in your marketing.

This article was penned by a millenial to give you a better understanding from an insider.

Continue Reading
Advertisement
92 Comments

92 Comments

  1. Ryan Schattner

    December 17, 2011 at 2:37 pm

    Finally an accurate article.

  2. ARG

    December 29, 2011 at 12:06 pm

    I found this fascinating. We have representatives from each generation in our office (except the "Silent" one) and we all found this infographic fun and interesting!

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

The neuroscience of respectful leadership – preventing professional disrespect

(BUSINESS MARKETING) Offices with toxic work environments are harmful to the employees, but where does that toxicity come from? A large percentage is disrespect

Published

on

disrespect in the workplace

If you have ever felt yourself being disrespected at work, or at least not getting the respect you feel you deserve, you are not alone. These actions can create a toxic work environment that don’t help anyone, but why does it happen and how can it be curbed? Well Gregg Ward has studied the subject and has an interesting take that we would like to share.

Gregg Ward is the Executive Director of the Center for Respectful Leadership, and the CEO of Gregg Ward Group. Gregg has been helping leaders develop their respectful leadership, emotional intelligence, and executive presence skills for over 25 years; working with Fortune 100 and 500 organizations around the world to inspire respect and leadership, emphasizing the measurable, bottom-line benefits they bring to leaders and their organizations. Gregg is the author of the best-selling, award-winning business book The Respectful Leader, as well as the Human Resources and Management handbook Bad Behavior, People Problems, and Sticky Situations.

By Gregg Ward – Executive Director of The Center for Respectful Leadership

Starting in the late 1990’s and for the next 20 years, researchers at Georgetown University and Arizona State University surveyed American employees to determine the amount of incivility, disrespect and rudeness they were experiencing at work. Shockingly, 98% of those surveyed said they had experienced it, and 99% said they had witnessed it. What’s even more troubling is the lasting impact of disrespect on individuals and organizational cultures.

Most of us assume that respect and disrespect are things we think about rationally. Rational thought occurs in the cognitive areas of our brains, within what scientists refer to as “the neocortex.” But recent findings in neuroscience indicate that our responses to rudeness, incivility and disrespect are much more emotional than rational, and are rooted in the primitive parts of the brain, called the “reptilian brain.”

Imagine you’re in a meeting and your boss continuously interrupts you (a not uncommon experience for many), dismissing your ideas as unworkable. Even though you “think” you shouldn’t be bothered by this behavior, you actually experience it anyway on a basic emotional level, regardless of what you tell yourself. This is because your brain perceives these interruptions and dismissals as threats, and almost instantly sends a threat alert to your Amygdala (the center of the Limbic system) which in turn triggers the release of stress hormones into your system including Adrenaline and Cortisol (aka “the stress hormone”).

These hormones are part of the fight-flight-freeze response that all of us experience to some degree when we’re under threat. Researchers have found that increased levels of these hormones resulting from constant exposure in the workplace to even small micro-threats (like being constantly interrupted) can have significantly negative impacts on our health, well-being, productivity and even our ability to think creatively.

Research also shows that respect and disrespect are contagious. You’ll know this to be true if you’ve ever walked into a meeting after it’s started and immediately felt a sense of energetic enthusiasm or chilly iciness between the participants. You can sense that something’s up even though they haven’t said anything to you about what’s actually going on. This awareness is driven by our unconscious brains constantly seeking information to determine if we’re under threat, or not. This is simply the human condition and has nothing to do with us being too sensitive or politically correct. It is simply how we are.

Organizational leaders ignore our fundamental humanity at their peril. A “toxic” work culture, wherein many are experiencing disrespect, rudeness and incivility on a regular basis, can seriously impact performance, productivity and partnership.

In 2016 researchers published a scholarly paper that clearly highlights the negative impacts that disrespect and incivility can have on entire organizations including increased complaints, absenteeism, turnover, mistakes and bottom line performance metrics. If you’ve ever worked (or currently work) in such a toxic culture, you know how uncomfortable this is, and how much of a detriment it can be to your well being.

What can leaders do to ensure their organizational cultures are respectful and civil? First, leaders can set the tone themselves by consistently treating people with decency and respect. Practicing what is often referred to as “common courtesy” is a great way to start, by saying “please” and “thank you,” regularly; greeting people cordially; using “reflective or active” listening, and never raising a voice in anger or upset.

Another effective “respectful leadership” practice is to quickly “nip disrespect in the bud” whenever it arises; demonstrating to the rest of the team that being disrespectful won’t be allowed. At The Center for Respectful Leadership, we refer to these and other related practices as the “RespectfulDo’s,” and they are part of the global movement we call Embrace Respect.

Recent neuroscience is teaching us valuable lessons about our working selves – especially in regard to the power of respect and civility. The question is, will we listen to the research and deliberately act upon it, or stay unconscious and risk the fallout from a toxic culture?

Continue Reading

Business Marketing

How to make sure your newly remote team stays productive

(BUSINESS MARKETING) The tide of change is rolling in and may never recede again, so managers should know how to handle the new normal, here’s some advice.

Published

on

managers new role

The Coronavirus pandemic has changed the way people work. Working from home is the new normal. It’s not only employees who have to think about how they perform, but managers have to learn new skills to keep their team engaged and efficient. I’ve worked on remote teams for over 6 years. Here are some things that have helped me.

Ask “What can I do to help you?”

I’ve worked with some great managers and some awful ones. The best ones had a collaborative attitude when discussing problems. Instead of laying blame, the question was “what can we do to correct this?” It takes a little longer to think in those terms if you’re not used to it, but it reduces stress. If you’re communicating through email or message apps, it pays to reread before hitting send. We’re all learning new skills in this new normal.

Make sure your employees have the technology they need

One of the companies I work for has specific programs they use and technology requirements. Before I was allowed to proceed through their final onboarding, they made sure that I could access their technology. If your team is working from home, they need to have the resources to be productive. It’s not just computers and software, but access to internet. One of my friends said that it took them over an hour to upload a 5-minute video to Facebook.

Define success; don’t micro-manage

As I’m writing this, Ask a Manager’s Alison Green posted a question about “what’s reasonable to expect from parents who are working from home. Just a reminder that managers may have to lower expectations from their team, not only for parents, but for everyone. I don’t have kids at home, but there are many distractions out of the ordinary. Managers have to accept that people aren’t going to be as productive in these not-so-normal-times. Identify priorities. Check in when you’re on a deadline. Find a balance between managing and micro-managing.

We’re all just trying to do the best we can

It doesn’t matter who you are or where you work, I think it’s safe to say that we’re all adapting to these crazy times. How managers handle their teams will set the tone for years to come. If you want to keep those employees who have been hard workers, you’re going to have to adjust to give them the benefit of the doubt.

Continue Reading

Business Marketing

Easy email signature builder quickly updates your info

(BUSINESS MARKETING) When’s the last time you updated your email signature? That long? You might want to look at just sign, a new, quick, and easy, email signature generator.

Published

on

just sign email

The last thing any of us are thinking about right now is email. While we’re all staying safer at home, though, it’s a good time to think about all the little things that need our attention, but typically get neglected: clearing out the email inbox, unsubscribing from things no longer relevant, and updating our email signatures. Why the email signature?

Oftentimes, we change emails when we change jobs and forget to change our signatures to reflect our new address. The same is true with social media; if we happen to change jobs, due to our own choice or by necessity thanks to the virus, we may need to update our social media profiles accordingly, especially if the new job suddenly makes this a requirement.

One of the fastest ways to update your email signature is with a generator. An email signature generator can help you quickly make a professional looking signature in about half the time it would take you to manually add each individual component.

Just Sign is one of the quickest options I’ve seen. This email signature generator is ultra simple, ultra easy, and ultra effective. It allows you to add clickable social links, a profile picture or logo, and all relevant contact information. It also allows you to choose a color scheme and tailor the formatting a bit to your preferences. As you begin to add options to your signature, you can see a preview of what the final product will look like in the right-hand panel.

Just Sign welcome

This allows you to make any necessary changes before downloading the finished product. When you have your signature perfected, simply click the purple “generate signature” button and you’re ready to go.

Just Sign is an easy, quick way to check another thing off your to-do list while we’re all at home. If you have already updated your signature, you might save this link for later use as it’s a good idea to revisit your signature a few times a year. Oftentimes, I revise mine simply to keep the attached picture updated. Have you updated your signature lately? Do you plan to? Let us know what you think of Just Sign.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!