If you haven't already interacted with Millennials, get ready. They're coming to a workplace near you. Contrary to popular belief, Millennials can be some of your best team members and customers. Unlock the secret to motivating and marketing to them. Featuring Midwest-specific research, this presentation was given on July 15 to members of The Central Exchange in Kansas City.
2. “Children now love luxury; they
have bad manners, contempt for
authority; they allow disrespect for
elders...they contradict their parents
and tyrannize their teachers...”
- Plato, by Socrates
3. Today, We Will...
• Discuss attributes of Millennials
• Examine best practices for
working with Millennials
• Examine best practices for
marketing to Millennials
6. Researching
Midwestern Millennials
• Online study distributed via Facebook,
Twitter, Email
• 407 completes, 251 from Midwest
• Spanned income ranges
• Mix of urban and suburban
• College degrees
7. Gen-Next
the next great generation
iPod generation
Gen-Why
Echo Boomers
Gen-Whine
Gen-Y Connecteds
millennials
personalization generation
Trophy Generation
Gen-Me
9. The Mindset List
Class of 2003
• Most of them were born in 1981.
• They owned and operated a Trapper-Keeper.
• They know what “psych” means.
• They can, right now, hum the theme to Inspector Gadget.
• They remember when Saturday Night Live was funny.
• ET, Gremlins and The Hulk provided their lunch box themes.
Beloit University, Mindset List, Class of 2003
10. Shaping Events
• Technology: Internet, cell phones
• Entertainment: Reality TV, boy bands
• Violence: 9/11, Columbine, Wars in the Middle East
• Politics: Clinton scandal, 2000 election uncertainty
• Lifestyle: Rise of suburbs, recycling
11. Midwest Millennial:
Home View
• Believe kids and careers are both possible
• 60% consider themselves religious
• 75% participate in philanthropic activities
• Live independently, but don’t own homes
• 17% are blogging
12. Midwest Millennial:
Work View
• They aren’t entrepreneurs -- yet
• Almost half make $50,000+ (household)
• Philanthropy also is important at work
• 64% rely on parents for advice
• Satisfied with their jobs and number of hours worked
16. Enable Impact on
Company Outcomes
• 23% must-have, 63% like to have
• Eager to accomplish ambitious goals
Manager Tip: Identify challenges they can
help address.
17. Outline Clear Paths
to Advancement
• 60% say it’s a must-have
• Opportunity valued over job security
Manager Tip: Develop and use roadmaps.
18. Allow Access
to Leadership
• 32% must-have, 59% like to have
• Professional development goes both ways
Manager Tip: Foster mentoring.
19. Evolve Your Culture
• Flexible work hours: 25% must-have,
60% like to have
• Casual dress code, personal space and
upbeat culture also valued
Manager Tip: Consider embracing this.
20. Infuse Authenticity
in Communications
• “BS” meters are sensitive
• Peer opinions are key
Manager Tip: Be clear, consistent, customized.
21. Common Social
Media Outlets
• Facebook • Twitter
• MySpace • Flickr
• LinkedIn • Blogging
• YouTube
22.
23. Keep Social Media Social
• Most consider it a personal space
• Mixed on appropriateness of employer
researching them
Manager Tip: Use LinkedIn.
24. Motivating Millennials
At Work
• Universal motivators
• Enable impact on company outcomes
• Outline clear paths to advancement
• Allow access to leadership
• Modify your culture
• Infuse authenticity in communications
• Keep social media social
26. Purchase Drivers
• Cheap cost with good quality
• Peer recommendations
• Fast service/convenience
• An “experience”
• A little bit on the quirky side
Fast Company, 2008
28. Tolerance for Marketing
• Direct Mail Most Tolerant
• Email
• Facebook message
• Twitter message
• Text message
• Phone call Least Tolerant
29. Know if Mail
Makes Sense
• 73% use coupons from direct mail
• Pay bills via mail vs. internet
Marketer Tip: “Old school” can still be cool.
30. Give a Reason to Read
• Tolerance is tolerance
• Email needs to evolve
Marketer Tip: Coupons, contests, feedback
31. Enlist Facebook Fans
• Reasons for joining fan pages:
• Getting news or product updates
• Having access to promotions
• Viewing or downloading music or videos
• Submitting opinions
• Connecting with other consumers
Marketer Tip: Create a fan page.
The Participatory Marketing Network, 2009
32.
33.
34. Spare the Ads
• 84% notice ads
• 80% find ads irrelevant
• 36% never click
Marketer Tip: Tread carefully with ads.
The Participatory Marketing Network, 2009
35. Bolster Customer
Service with Twitter
• 25% are on Twitter
• Authentic, personalized
communication
Marketer Tip: Empower your staff.
43. Connect on LinkedIn
• Get your foot in the door.
• Position your expertise.
Marketer Tip: Build a LinkedIn strategy.
44. Marketing to Millennials
• Practice integrated marketing communications
• Know if mail makes sense
• Give a reason to read
• Enlist Facebook fans
• Spare the ads
• Bolster customer service on Twitter
• Help Millennials recommend you
• Connect on Linked In
45. Today We...
• Discussed a snapshot of Millennials
• Examined manager’s tips for
working with Millennials
• Examined trends in marketing
to Millennials
46. Thank You
Clara Miller
Morningstar Communications
Email: cmiller@morningstarcomm.com
LinkedIn: www.linkedin.com/in/ClaraMiller
Blog: www.morningstarcomm.com/
LuminaryBlog.aspx
