Millennials like to share
You don’t need in-depth research to know that millennials like to share. Their photos, their schedules, their successes and failures, seems like everything is shared online with family, friends, even the general public. This is how they feel connected; engaged with one another.
Millennials are attached 24/7 to their technology.
They rarely turn off and prefer to communicate via their mobile phones. In fact, thirty percent of Millennials say they would give up broadcast television before giving up their mobile phone and this is good for business. If you can connect with your millennial customers via their mobile phone you have a direct line to to their pockets. This is good news because Millennials are actually willing to let you into their pockets. Recent data from Mintel shows that 51 percent of Millennials say they will share their mobile numbers with businesses if you incentivize them (make them an offer and they aren’t likely to refuse). The same survey shows that 30 percent of Millennials are willing to share their mobile phone number without any sort of incentive. So, if you are running an SMS mobile marketing campaign you are missing opportunities to grow your mobile base if you don’t offer them something.
Being switched on 24/7 means that Millennials are exposed to vast amounts of information and they will pick and chose what they connect with. Millennials want to be involved and this means messages need to be tailored to them. They are the most diverse generation so it is important to take time to understand your specific customer base. This means whether or not you choose a marketing strategy that includes an incentive it is to your benefit to meaningfully engage this generation. Don’t tell them what to do—draw them into the conversation.
According to Ad Week Millennials “love niche culture” they don’t mind advertising but they want to be unique, priding themselves “on being outliers.” Creating an experience is preferred as are things that seem authentic and that which engages rather than dictates. In other words, MIllennials will let you access the device in their hand but they want you to communicate with them, not at them.
Stuck for ideas on how to grow your mobile base and incentivize your customers?
Here is some inspiration:
Starbucks ran a mobile campaign that encouraged consumers to use the Starbucks mobile app to pay for 12 drinks in order to unlock an eGift.
Julep, a beauty products retailer, offered customers 50% off their next nail polish purchase for joining their “Julep Mobile Insider Club.” Julep sent emails to their pre-existing email database of customers and posted information about the new mobile marketing campaign on various social media profiles encouraging people to sign up.
National Wholesale Liquidators offered $5 off any purchase over $25 to their customers who opted-in to their mobile marketing campaign. The promotion was advertised in-store, online, and in the retail chain’s print advertising.
Avenue, a plus-size clothing retailer, offered their shoppers a $5 mobile coupon on their next purchase when they joined Avenue’s mobile messaging campaign. Those who joined then received weekly coupons.
In an effort to grow their mobile messaging campaign Westfield Malls advertised on signage throughout each mall. The incentive was the chance for one customer to win a $1,000 shopping spree after opting-in. Westfield generated 6,000 opt-ins within the first week of launching the campaign.
Kiehl’s, a skin care, beauty, and cosmetics company, ran a six month retail mobile marketing campaign in which 250 Kiehl’s locations sent up to three mobile offers a month to customers based on their proximity to brick and mortar locations. At the end of the six months 73% of customers who opted-in had made a purchase.
Redbox ran a 10-day mobile marketing campaign wherein customers text in for a chance to save between 10 cents and $1.50 on their next rental. Promoted on 33,000 Redbox kiosks, on Redbox’s Facebook page and to 30+ million email addresses, the ”10 Days of Deals” campaign generated 1.5 million text messages from 400,000 customers.
A Local Tanning Salon was able to generate $196,000 in new sales and 4,750 opt-ins from customers in the first 30-days of their mobile marketing campaign. During this campaign the data showed that customers who redeemed the initial mobile offer spent 500% more than regular customers.