Activating the Experience

Activating the Experience

While the music, weather, and people together created an incredible two days; as I wandered the festival grounds, one thing that really stuck out to me was the extent to which fairly uncomplicated activities drove a level of brand activation from our sponsor partners that took Summer Camp attendees from pure passers-by to engaged prospects. It’s one thing to sponsor an event; it’s a whole other to get people to genuinely interact with you. Let’s take a look at some of the ways in which our partners got the perpetually occupied millennial to stop and interact.

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Millennials Love Radio. Wait, What?

Millennials Love Radio. Wait, What?

Check out this MediaPost article from Tim Murphy, Entercom's VP of Digital Strategy and Enterprise Platforms, where he dives into some of the facts around Millennial's continued use of AM/FM and it's dominance in reach amongst the 18-34 year old audience.

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Fitness Fanatics

Fitness Fanatics

It’s without a doubt that Millennials are fitness fanatics. We see it across a number of segments and in a number of ways.

 They seek out communal fitness programslike Crossfit, Orange Theory, Barre, and Flywheel in droves.
They’ve embedded their health into their tech using health and fitness apps twice as much as others and make up about half of all fitness band users.
They practically live in their Lululemon and Athleta ‘athleisure’ wear. Yoga pants have become a universal work-to-play uniform.
Younger respondents – both Millennials and Generation Z – are indicating a commitment to purchasing healthier foods.
Their interpretation of being healthy is beyond illness. It’s eating right, exercising, a vibrant social life, all things that contribute to feeling better.

It’s without a doubt that Millennials are fitness fanatics. We see it across a number of segments and in a number of ways.

  • They seek out communal fitness programslike Crossfit, Orange Theory, Barre, and Flywheel in droves.
  • They’ve embedded their health into their tech using health and fitness apps twice as much as others and make up about half of all fitness band users.
  • They practically live in their Lululemon and Athleta ‘athleisure’ wear. Yoga pants have become a universal work-to-play uniform.
  • Younger respondents – both Millennials and Generation Z – are indicating a commitment to purchasing healthier foods.
  • Their interpretation of being healthy is beyond illness. It’s eating right, exercising, a vibrant social life, all things that contribute to feeling better.
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Loyalty Demands Adaptability

Loyalty Demands Adaptability

A recent study shared inRetailingToday.com exposed some expectations for your loyalty program.

  • 34% of millennials say the word “fun” is the one that best describes their participation
  • 63% of millennials have joined a new program in the last year
  • 49% of millennials have ended their participation in a loyalty program after receiving irrelevant communication

The above illustrates some common themes in meeting today’s millennial mindset – Personalization, Authenticity, and Uniqueness. If you have a program already, do you abide by some of these tenets? Or if you’re in the midst of creating one, these are some important elements to ruminate on.

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Millennials Partial to Small Business

Millennials Partial to Small Business

The local, community cornerstone ofSmall Business has grown on and with Millennials. After feeling like they were burned by big business during the recession, the Shop Localmovement continues to resonate well with the young consumer. AnEdelman Digital study reported that some 40% of Millennials prefer to buy local even if it costs a little bit more than mass-market alternatives.

 

With the AmEx event - Small Business Saturday - coming up here next month, some ideas of how you can drive more Millennial traffic into your store November 28th and beyond…

  • Make it new and exciting with an in-store event (young adults and youth shop in groups)
  • Bring in a ‘special guest’ for entertainment or education
  • Tap into your live and local media (like radio:) to accentuate your reach
  • Team up with other small businesses around you for a block party or store to store scavenger hunt
  • Utilize your current customer database to help spread the word
  • Tie in a great cause with a portion of proceeds supporting a community non-profit
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Non‐Essential Becomes Essential

Non‐Essential Becomes Essential

I came across this great article on AdAge that brings up some important food-for-thought as you consider the ‘experience’ that you are creating for your Millennial (and non-Millennial) consumers.

Some thoughts and highlights of what’s shared in the article that you can immediately integrate into your current marketing activities. And as referenced above and the article adds – Millennials are proving to be cultural trailblazers for older and newer generations – so this applies to generations above and below Millennials.

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