With Millennials, Mobile Phones Come First
That means mobile marketing is the way to reach the cannabis customer
Millennials’ mobile devices are number one in their lives. A recent study by Zipcar revealed that nearly 40 percent of Millennials believe losing their phone would have a bigger impact on their lives than losing their car. It is estimated that 80 percent of Millennials own a smartphone and that least 45 percent of them use their phones more often than their computers to go online. These numbers increase every day as the last of the Millennials are now entering adulthood. This final phase is the group that literally grew up with mobile phones in their hands, born between 1980 and 2000. In fact 51 percent of the Millennials just turning 18 have owned a mobile phone since they were 12 years old and most of them have been texting since that age.
What does this mean to the cannabis marketplace? That Millennials mobile phones are almost always on and almost always within reach. In addition to fretting more about losing their mobile phone than their car, Millennials would give up TV before giving up their mobile phone. In addition to carrying a dizzying array of apps, music, videos, and photos on their phones, Millennials want to buy their morning coffee, find a spot for lunch, track their workouts, and do anything that they could do online on their computer or tablet. They will be the first to buy cannabis on their smart phone, when that comes available.
Spend your marketing dollars talking to Millennials on their smart phones
The fastest, easiest and cheapest way to achieve this is with a mobile messaging campaign. Mobile message marketing allows you to reach your customers anytime, any place and once they’ve opted-in, they are more likely to spend more money at your place. For example, Seattle Sun Tan generated $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 Seattle Sun Tan’s data showed that customers who redeemed the initial mobile offer spent 500% more than regular customers. Kiehl’s ran a six month retail mobile marketing campaign at the end of which 73% of customers who opted-in had made a purchase.
Axe used mobile marketing which targeted its male audience and stayed in line with the company’s cheeky approach to advertising. It ran a print ad that had certain parts missing from the image and the instruction to text ‘Axe’ to a particular number after 9 pm. Users were then sent back the missing parts of the ad.
To raise awareness of Cornetto Ice Creams in Turkey the company developed a game that was playable via projection mapping over 3 days in a central square in Istanbul. The interactive game was playable by a passersby who had to call a number to enter, which then enabled them to control a character within the game using the keypad on their phone. The game was only playable by 5 people at a time, encouraging people to watch the action while they waited their turn. If you were successful, you got a code on your mobile phone which you could redeem for a free ice cream. Incentives increase opt-in rates among Millennials from 30 percent to 51 percent (Mintel) adding personal engagement with your Millennial customers will take your campaign to the next level.