Do you speak Millennial?
My husband and I often sit at the kitchen table side-glancing at each other during a dinner with our Millennial children. "What did THAT mean?" we convey telepathically to each other after another unknown term ping-ponged among the 20-something-aged players.
The fact is... Millennials are the new power generation. They have their own little language set. (Like "on fleek" and "slay" and "turnt" and "throwing shade" and "can't even.") Their own values and preferences, sometimes very different than ours. Their own purchasing power. Their own buying preferences. Their own new jobs. (In fact, 75% of the workforce will be Millennials by the year 2025, according to Forbes magazine.) Yes, 75%.
Are you reaching them, THEIR way, speaking their language?
Now I don't just mean knowing their new hipster vocabulary. But do you know what's important to them? And can you deliver value and service the way they want it?
Ok, I'm a Boomer. I'm used to going to a store to buy most things. I often pick up the phone to order stuff and talk to other humans. Most Millennials do not. They go to their phones to find things. Most everything. And THEN they purchase them. I have been told that their ideal purchasing situation is when they can do the entire purchase online and don't speak to another human... especially when having to order a pizza!
So, many pizza shops and restaurants - and even McDonald's in many areas - are offering online ordering, and delivery through GrubHub and UberEats.
Has your business adjusted for this new buying group?
How are you reaching this new group that may never go to a trade show? Never page through a catalog? Rarely open emails if they don't know you?
If you want your business to be viable for the future, you need to BE where they are. Understand them.
Are you providing them online resources that help them sell THEIR way? Social media tools on THEIR choice of media (Instagram, Pinterest, YouTube?) Marketing to them the way they want to be reached?
In for the long haul? Hitch your wagon to the Millennials. (For now. Gen Z is right on their heels, starting to graduate college in 4 years.)
Next level... (Another Millennial term meaning "to succeed")
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Mary Ellen Sokalski
Diva of Direct Marketing.