How to target millennials through PR
Everyone is talking about millenials. Who are they? They are the generations born between 1980 to 2000. India is leading the world in the number of milennials. They not only make up a major chunk of the workforce, they also have a great deal of consumer power in their hands and this is what makes this demographic so exciting to marketers.
According to a reports by consulting firm Deloitte India and lobby group Retailers Association of India, “Globally, millennials account for 27% of the world’s 7.4 billion population. In India, millennials are 34% (at 440 million) of the country’s total population. Also known as Generation Y, they have a 47% share in the working age population. Being the largest demographic group in India and globally, millennials are characterized by high levels of disposable income and as digitally connected individuals, driving various consumer segments towards rapid growth and development.”However, there is a catch, reaching the millennials has its own set of challenges.
Should PR change for the millenials?
Yes. PR has to evolve to meet the mindset of the millennials. Every generation is shaped by the circumstances they grew up in. Millennials have been exposed top technology very young. They are the first generation to grow up accustomed to technology and the internet from early childhood. In fact, they spend around 17 hours a week on the internet. Naturally, they have different living, working, shopping and socializing preferences from the preceding generations.
Find common ground
To appeal to millennials find something that has them excited and helps them relate to your brand. For instance, if your target is the young fashion-conscious customer, it would be a good idea to have a fashion show in a mall and attract them. Discount coupons for them would work too.
The mobile generation
Millenials are indeed the mobile generation, it’s not uncommon to find them glued to their mobile screens. Whether it’s to look for information, office emails, catching up with friends or the social media.They spend a lot of time researching products online but may make the final purchase online or offline. Make sure that information sent to them is mobile friendly. This ensures it’s easier to grab their attention. You can post reviews or informative content that will help them take a purchase decision quickly.
Use the power of images
Millennials are an impatient brood. Make sure that you get information across quickly and easily.Infographics and images are a great way to do this. According to HubSpot, Facebook posts with images get 53% more likes and 104% more comments than the average posts. When it comes to tweets with pictures, these have double the likelihood of being retweeted. An awesome fact is that content with compelling images get 94% more views than content without images as humans process images 60,000 times faster than text.
Provide backdrops for sharing
Whether it’s a press meet or an event create attractive backdrops that include branding where they can shoot selfies and post.
Most millennials are standing up for some cause or the other. From environmental activism to human rights, they believe in showing their support. They are rather skeptical of companies that they believe are mere money spinners. They would prefer to associate with companies that actively promote CSR. Make sure that you actively indulge in CSR activities and highlight them through PR.
The best way to target millennial is to go digital!