Marketing to High Earning Millennials

By | February 18, 2016

 

When marketing to, for either goods and services or a job you must consider the environmental sustainability of your company.  Millennials have grown up with more awareness about where there products come from, making companies feel obliged to disclose that information. The decision to buy from or work for your company could depend on those answers.

When holding a client appreciation event this also becomes a consideration. I am often asked by this group if the wine and food that I am providing is organic or has been grown in a sustainable manner.

 

http://www.vocativ.com/news/281730/luxury-brands-must-become-more-sustainable-or-suffer/Luxury Brands Must Become More Sustainable Or Suffer – Vocativ The social shift is also coming from high-profile tastemakers and celebrities. HBR also notes that the celeb set cares a lot more about sustainability these days than ever, citing Leonardo DiCaprio and Mark Ruffalo as celebs who have made movies about …

 

 

 

 

 

Much has been written about how millennials aren’t loyal to brands or even to their employers. If their wants and desires are being met, they are indeed loyal. They have different values than their parents so loyalty programs have to be different to meet their needs. They tend to be looking for experiences that meet their values and fit in their busy schedules.

Data and  interviews with industry consultants, shows that most Millennials are seeking a personal connection with brands—something loyalty programs can help foster if done right. Client appreciation events that recognize that a company values the millennial not only as a client but as a person as well is one way of doing this. The restaurant and food industry is growing at a rapid rate, largely due to the influence of this affluent young market seeking different wine and food experiences.

https://www.qsrmagazine.com/consumer-trends/courting-mysterious-millennialCourting the Mysterious Millennial – QSR magazine (press release) (registration) Charles Wiedenhoft, director of strategy planning at marketing agency Red Door Interactive says there is a certain core set of values restaurants should know when appealing to Millennials. “Values I hear a lot about are things like … Among the 346 …

 

 

 

 

Some interesting thoughts from the leaders of five very diverse companies on how to stay ahead of the marketing curve that is moving so fast and working with a younger consumer. The companies range from operating fitness clubs, to jewelry retailing, commerce, personalized luxury clothing and a line of luxury handbags.  Here are some salient thoughts when it comes to developing loyalty in today’s market. The complete article follows.

Daniella Yacobovsky: “The small touches of customer service, and small elements that feel human, whether they are a personalized thank-you note; the care we take in packaging an order [or] the bonus treat if we know it’s your birthday. The human elements are what keep her excited to come back and interact with us.”

Marc Lore: “It comes down to the little touch points. It is the little things together that build a brand and build emotional connections with consumers. It’s the handwritten notes, what the messaging is on the error page, all the little things that you think don’t really matter collectively create brand differentiation.”

 

“What is one thing about marketing to Generation Z that keeps you up at night?

Carlos Becil: I don’t see it as marketing to them, but what is the experience I am going to create for them? As we think about the fitness club for Gen Z or Millennials, it is not really a one- or two-hour stop in their day. If I want them to have a commitment to the brand, how do I get them to feel they belong, and be part of the community? That requires an investment in technology and thinking about how we adapt our environment and programming.”

Your industry may be different but it is still all about how you make them feel.

http://wwd.com/beauty-industry-news/beauty-features/future-forward-five-high-tech-leaders-on-how-to-stay-ahead-of-the-curve-10349700/Future Forward: Five High-Tech Leaders on How to Stay Ahead of the Curve – WWD How do you stay ahead of trends, ahead of a market that is moving so fast? Carlos Becil: I’m always looking outside of the fitness category for trends. We are in the service business, so I draw inspiration from luxury hospitality and retail brands, and …

 

 

 

Please share your thoughts in the comment below. Sign up to getting marketing, wine and food tips as well as the occasional special offer.

 

Bill

Marketing With Wine: Smarter strategies to attract, engage and retain high value clients.