Posted by: LeeAnn Taylor
Branding
is a tricky thing. Who can figure which end is up these days?... It’s a real
head scratcher. For years you’ve spent time and invested money in carrying a
message that you thought spoke to your core customer. Now you find out that your
customer demographic is in the process of changing and these new Millennials
don’t necessarily relate to your voice. (or you to them for that matter) And so
the saga begins.
Well... I can guarantee my kids know who is speaking their
language. It’s the Pepsi’s and POWERADE’s and the General Mills of the industry.
Want to get a glimpse into the millennial marketing they are so vested in? Do
it. Type in pepsi.com or Powerade.com, I dare you, but be prepared. It’s
nothing like you would have thought. It’s an assault to “my” senses but my kids
relate! Total interaction on steroids, and gamification to the hilt. It’s the
big league. These big boys have spent millions learning how to tap into this
market…..so to my way of thinking why not take advantage of the millions
they’ve spent and learn from their investment? IT’s FREE. So…..(Big drum roll
please) here’s what they’ve learned:
Let them (the
Millennials) help you build your brand.
WHAT!?! Give them the keys to the castle? You’re kidding
right?
Yes, to be honest…that’s exactly what I’m saying.
Yes, to be honest…that’s exactly what I’m saying.
Millions spent and that’s the big takeaway…. Let the
Millennials help you build your brand. Get them involved, let them express
themselves, start a dialogue, give them a platform to help carry your branding
out into their world, they can be your brand ambassadors...they need to be part
of the process. And it needs to be productive.
Starting with an on-line game is always a safe bet. Be
creative, it’s the engagement that really matters. Ask them to Facebook, Tweet or
Instagram their favorite new product. Whoever receives the most “likes” etc.
receives that product. Or maybe they can post pics of their favorite meal and
so on. You would be surprised just how quickly they “share” that post with
friends and family and voila…you have a conversation going. Now gather their
input, listen to them…get to know them, have a productive dialogue and open up
the channel of communication. Give them a reason to take action for your brand.
Ask for reviews on products, service, added value programs, samplings...Engage,
engage, and keep engaging. Its work, I’m not going to lie, but it’s essential.
And I’m not saying you have to change your brand...I’m saying it’s time to tweak
how and what parts of your branding to carry to the next generation of
shoppers. What is your voice talking about? Social awareness, engagement,
employee recognition, sustainability, community, personalized customer service,
going the extra mile, added value programs, games, entertainment, music...all
these things count to my Millennials in choosing a grocer. Promote your
smallness as a great thing….a more personalized experience. Bottom line…and
MOST important… follow through on your promises and commitments to service and be
true and transparent. Make your product, their store experience a great one. Find
your niche and brand to it. My
Millennials are looking for great products and brands to share about….give them
something to share and talk about! What better way then to have them vested in
your branding as loyal customers? Let their fingers do the talking….
#grandmillennial
Blue Skies Everyone
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