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The ultimate guide to reaching millennials

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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.

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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!

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Business Marketing

Pay employees for their time, not only their work

(MARKETING) Yes, you still must pay employees for their time even if they aren’t able to complete their work due to restrictions. Time = Money.

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pay employees for their time

The COVID-19 pandemic has inspired a lot of insightful questions about things like our healthcare system, worldwide containment procedures, and about a billion other things that all deserve well-thought answers.

Unfortunately, it has also led to some of the dumbest questions of all time.

One such question comes courtesy of Comstock Mag, with the inquiry asking whether or not employees who show up on time can be deducted an hour’s pay if the manager shows up an hour later.

From a legal standpoint, Comstock Mag points out that employees participating in such activities are “engaged to wait”, meaning that – while they aren’t necessarily “working” – they are still on the clock and waiting for work to appear; in this case, the aforementioned “work” comes in the form of the manager or supervisor showing up.

In short: if the reason your employees aren’t working is that the precursor to completing the work for which you pay them is inaccessible, you still have to pay them for their time.

Morally, of course, the answer is much simpler: pay your employees for their time, especially if the reason they are unable to complete work is because you (or a subordinate) didn’t make it to work at the right time.

Certainly, you might be able to justify sending all of your employees home early if you run into something like a technology snag or a hiccup in the processes which make it possible for them to do their jobs – that would mean your employees were no longer engaged to wait, thus removing your legal obligation to continue paying them.

Then again, the moral question of whether or not cutting your employees’ hours comes into play here. It’s understandable that funds would be tight for the time being, but docking employees an hour of their work here or there due to problems that no one can control may cause them to resent you down the line when you need their support in return.

The real problem with this question is that, despite most people knowing that the answer should always be “pay them”, the sheer number of people working from home in the wake of worldwide closures and social distancing could muddy the water in terms of what constitutes the difference between being engaged to wait and simply burning time.

For example, an employee who is waiting for a meeting to start still fits the bill of “engaged to wait” even if the meeting software takes an extra half hour to kick in (or, worse yet, the meeting never happens), and docking them pay for timecard issues or other extenuating factors that keep them from their work is similarly disingenuous – and illegal.

There are a lot of unknowns these days, but basic human decency should never be up for debate – especially now.

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Business Marketing

Cooler temps mean restaurants have to get creative to survive

(MARKETING) With winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.

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Outdoor eating at restaurants grows in popularity.

Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.

Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.

The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.

The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.

San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.

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Business Marketing

Canva is catching on to content trends, launches in-app video editor

(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos

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African American woman working on Canva Video Editor Desktop in office setting.

Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.

The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.

The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.

Caucasian man holding iPhone showing Canva video editor on mobile.

What else does the video software offer and what can you do with it? Well, let me tell you:

Collaborate in real-time

Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.

Video timeline editing and in-app recording

Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.

Library of assets

The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.

Animate with ease

Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.

Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.

“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.

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