Terri Harmening, brand strategist at Go East, was the lead speaker of Go East’s January 26 Eye Opener seminar. She spoke about the importance of Millennials and the ways in which they are changing the marketing game. Harmening kicked off her presentation by explaining that many researchers assign different age ranges to Millennials. Go East chose to go with Iconoculture’s definition: those born between 1979 and 1996 (currently ages 16-33). Millennials are also referred to as “trophy kids,” “digital natives” and “Gen Y.”
This group spans a wide range of life stages as well as ages, so Harmening advised when marketing to them it’s important to consider where they are in their life. Teenage Millennials obviously have very different views than Millennials who are parents.
As with any generation, history has shaped this generation’s values, and many of the recent major events, such as 9/11 and the recession, have influenced Millennials. They value relationships, especially the relationship they have with their parents. They are comfortable with technology of all kinds and they are the most educated of all generations. They have grown up in a multiracial society, so they don’t see diversity as anything that’s out of the norm and, finally, they are confident and therefore optimistic. “Confident,” “connected” and “open to change” are the three main descriptors for this generation.
Harmening shared this quote from Publisher’s Weekly: “Millennials are the most racially diverse and ideologically tolerant population the U.S. has ever known and the best networked group of humans in history. Believing that every consumer choice, every vote, every blog post and tweet matters, young people come of age expecting to be heard and to make change.”
Harmening wrapped up her presentation by providing five insights into how Millennials want to be viewed and how to best market to them:
I’m a friend, not a consumer: Engage with me.
I want to make a difference: Stand for core values.
I like it all at once: Redefining integration.
I’m in the driver’s seat: I want to express myself.
I am savvy and get bored easily: Make it fun.
Go East’s next Eye Opener is scheduled for March 15. The topic is “Content Strategy: The Ins and Outs.” We will explain what content strategy is and how it can clarify, strengthen and energize your digital marketing efforts. For more information, contact kwisser@goeastdesign.com.
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