Deconstructing Millennials

We couldn’t help but notice that a lot of the talk at #NEDMA17 was focused on Millennials. How do they consume information? How do they react to marketing? How should we talk to them? Theories abound about this new generation that is quickly growing into a hot demographic for both B2C and B2B marketers: “The only way to reach them is on their phones;” “They expect everything handed to them on a silver platter;” “They are self-consumed.” 

Since KNOW YOUR AUDIENCE is one of our favorite mantras at Metal Creative, we thought it wise to take a closer look. And here’s what we found:

• 92% of millennials are influenced by DIRECT MAIL to make a purchase decision. That’s right—an actual, physical direct mail piece that is not attached to their phone. Who says mail is dead? (Find lots more great stats about millennials and mail here)
• 64% would rather make $40,000 a year at a job they love than $100,000 a year at a job they think is boring. Hmm, what was that about the silver platter?
• 84% say that helping to make a positive difference in the world is more important than professional recognition. Clear evidence of self-consumption?

Knowing your audience is the first step toward successful marketing. It may take a little more time, or a little more budget to add research and testing to your plans, but it will always be time and money well spent. When you understand your audience, their frame of mind and their pain points, you will be able to hit them with the right message, at the right time, and in the right place. At the very least, spend some time with your sales team—ask them what they are hearing in the field. Ask them what kinds of road blocks they encounter when trying to close a sale. Ask them what their contacts look like, sounds like, act like. 

The best creative will only succeed if it is the right creative.

For some more great stats on Millennials, check out this infographic from Goldman Sachs