We came out of the great crisis of the pandemic and we are still coming out of it, out of confinement. During this time we have learned that nobody has bought tomorrow, the next minute. It was a lecture on uncertainty, fear, the hidden enemy.
Our ways of working, of buying, changed, feelings such as selfishness, collective fear, constant stress, forced coexistence emerged.
Young people, millennials, are seeing an uncertain tomorrow, they fear the future, for the way the world is they don’t want or don’t know if they want to have children, they don’t see the job of employee as an immediate alternative when they finish their studies.
For all of the above, a simpler life. If you do not reinforce with your product or service the feeling of tranquility, They will not listen to you, they do not have time to attend to everyone. They look for the simple, enough of complications. They are involved in social networks where the thousands of impacts do not help peace of mind. Simple ads and videosno flashy textures, no yelling – capital letters equal yelling – no exclamation marks, are better accepted.
After the health crisis, being positive was the way to go, being optimistic would help get through the pandemic, however, with the economic destruction it left behind and the lack of employment, of opportunities, young people, especially them, do not see it as easy.
Therefore, the following recommendations:
– Explain to them how your product or service makes their lives easier. Don’t waste time telling them about how wonderful your brand is and its amazing features, they don’t care.
– Remember that this group is bored of always the same. If your product or service is sustainable, kind to the environment, for example, say so and explain why. This does interest them a lot.
– Find out as much as possible about millennials, your target group –buyer person, say some– of their likes, fears, beliefs, all. How to do it? Ask them, DO NOT assume, you will be wrong, do surveys, group sessions… Only then can you get their attention and preference for your brand.
– A satisfied consumer is envied by others who want your product and have not bought it, also by those who listen to how it served you, even without knowing that your brand existed. Testimonials are a very valuable marketing element. The word of mouth that has existed forever Y forever has worked, it is also effective with young people.
– For them, all good news, all positive events, are welcome.
– You must speak to them simply, in a colloquial way, without detours, straight to the point, as the Uruguayan writer Horacio Quiroga said: “The clearest way to say, the water runs through the river, is, the water runs through the river.”
Until next Wednesday.