We all have theories on how to best market to Generation Y (also referred to as Millennials). The industry is saturated with articles on how this group of young adults’ (born between 1977 and 1995) spending power will continue to grow. Some marketing leaders believe this group only responds to marketing messages when they come through an electronic device or social media site.
One thing is certain: Generation Y is completely dependent on their technology, so you would assume this approach must be true. Have you ever witnessed a Gen Y lose their phone? Their world comes to a screeching halt.
It is important to understand how we move forward as marketers, given the fact that smartphones have take the place of just about everything: CDs, calculators, watches, calendars, video game consoles, home phones, TVs, photo albums, trips to the bank, cameras, GPS, pen and paper, alarm clocks, video recorders, newspapers, address books, computers, invitations, social interaction and the list goes on. Because of this, some brands believe the best, and maybe only way, to market to this generation is through social media or an integrated email campaign. But I am not so sure this is completely true. With a massive amount of brand messages coming at them in digital formats, how do you break through the different messages they receive and really get their attention?
One idea that may be overlooked is printed mail (and yes, that is mail with stamps). Consider incorporating a direct mail piece into a campaign using multiple touch points, including a printed piece.With that said, you still need to think beyond a traditional direct mail print piece and understand how to speak to this generation in a way that makes them say, “That’s just cool.”
Consider Some Of The Following When Brainstorming Print Ideas:
- Personalize it through the use of VDP — Gen Y likes to feel special.
- Keep it visual by using vivid pictures and graphics (If it’s cool enough, it may even end up pinned to the wall).
- Treat the like a VIP.
- Make them feel deserving.
- Give them a challenge.
- Believe in them.
- Connect them to a cause or a part of a community for the greater good (Gen Y wants to contribute to a cause).
- Add a QR code or drive them to your social media sites.
- Make it interactive — always explore things they have not seen before.