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.
Non Essential Becomes Essential:
They share that various psychological studies are showing that all people – not just millennials – are happier when their money is spent on living, rather than on having.This is the ‘Non-Essential’ experiential things like concerts, festivals and dining out; outweighing the long-term value in ‘Essential’ material possessions that have long been the life markers of growing up. How are you creating, or being part of, environments to enhance living?
Peruse your customer’s social feeds and gander at all the experiences they are sharing. Selfies at concerts, food pics at their new fav restaurant, shots of their ride on the city tour. As the article points out - Experiences are also what people increasingly use to define themselves across social channels. Getting involved in experiential marketing gets shared exposure and compounding impressions.
Small experiences can create truly sticky content. And if executed properly, and documented well, your brand experience will drive your consumers and the press to tell your story better, and more authentically. You don’t have to go big to get big results. A smaller more intimate event can create more one to one time with your customers, and great opportunities for immediate feedback and insights. Think small, but make it bigger than life.
Back to the Basics
Don't overuse technology. If users can't share it from their phone on a social medium they already use, you are probably overthinking it. Pretty simple – stick with the basics when enabling social sharing.
Consumer‐centric culture means act human – you know, the way your consumers behave. And that requires understanding that they are willing to spend, sometimes more than something is worth, if they value the experience as an overall part of the product. What would you like to do with your company if you were them? Where’s the value in interacting with you? Stop, put yourself in their shoes (or just ask them directly) – how you can create something of value that they’ll carry with them long past the expiration date.