This year I turn 25 on September 12 and instead of celebrating with a night out with dinner and drinks, I have a special birthday request. This year I want to give up my birthday and raise money for Charity: Water. I recently learned that millions of kids around the world don’t live to see their fifth birthday because they don’t have access to clean, safe drinking water. We can help change that. I’m asking for my age in dollars from my friends and family. Most of us would easily spend $25 on celebratory drinks and appetizers at a party, and instead I am asking you to use it for Charity: Water. Every penny of the money raised will directly fund clean water projects in developing countries. Even better, Charity: Water will show us exactly which projects we funded once they’ve been fully completed (which takes about 18 months). That means we’ll know the locations and names of the communities we helped. Help me reach my goal. Please donate to my birthday campaign. Thank you for your support!
Okay, so the Millennial buyer (ages 18-34) is a tough one to evoke purchasing promise from. They (I mean me, or others of my age group) live in a world of ‘sharing is caring’ and ‘freebies rock!’ So what to do in order to engage them enough to end up buying whatever ‘unique’ and/or revolutionary product you are trying to sell?
To be honest, there isn’t just one catch-all method to this madness. However, there are a few rules of thumb that should be followed by any company trying to target Millennial as a new buyer profile.
Educate. Nurture. Spoil.
I guess you could say this is the modernized version of ‘wine and dine.’
Educate before trying to sell. This may seem simple, but many marketing professionals try to push their discounts, trial versions, and free samples way before the prospect even knows what they are being sold. As a marketer, it is important to educate prospects on:
What problem your solution will solve for them
How it is possible or implemented
Why it matters to them or their business (depending on a B2B or B2C situation)
Nurture them like a baby. Be at their service. Continue providing them with valuable information that they just can’t help but fall in love with you, your company, and your products/services. If you’re trying to reach the Millennial who expects everything for free, do you really think they care about your 15% discount? No. They do not.
What they DO care about is that you are a valuable, credible source of industry information and that they can trust you! At this point, they are ready to buy what you are trying to sell simply because they like you, they trust you,and they see value in the education you provide (even if this is several months down the road).
Spoil and delight your new Millennial clients. Provide them free training materials and an abundance of information long after they have passed you their credit card. What, you thought the buying cycle was over? No way (especially for these Millennials). You better be writing blogs and offering special webinars for your clients as a special benefit. Take if from me, if you are night spoiling your clients, you WILL lose them. Millennials expect to be treated as royalty!
Check out this funny Millennial video to further understand the issue at hand.