The Psychology of Marketing to Millennials

There is an old saying, “If you want to catch fish, fish where the fish are.” This quote applies to just about everything in life and business. If you want to sell more distilled or craft spirits you need to not only go where the people are but you need to know how to talk to them.

In the case of millennials, the largest segment of the population in the U.S. today, you need to talk to them where they live and in their language. This infographic put together by USC’s Master of Science in Applied Psychology drills down on the psychology marketers must leverage in order to successfully market to this growing demographic in America.

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How Big is the Millennial Market Compared to Gen X’ers and Baby Boomer’s?

The U.S. is home to 87.5 million Millennials (ages 18 to 29), 83.7 million Generation X’ers (30 to 49-year-olds), and 66.4 million “Baby Boombers” (aged 50 years and older). If you are not talking to the largest segment of the population in a place and language they understand, you are missing the boat.

3 Keys to Marketing to Millennials

  1. Social Media Presence – Millennials are more likely to use social media daily with 62% reporting that brand engagement is more likely to make them a loyal customer.
    Takeaway: Go where the fish are. Are you on Facebook, Twitter, Instagram? If you said yes, good. Then the real question is, when is the last time you posted an update? Keep it current.
  1. Be Authentic – Millennials are willing to share good advertising, but dislike when advertising feels deceptive. 44% of millennials believe brands say something about who they are, their values and where they fit.
    Takeaway: Go where the fish are. This audience can smell a rotten fish a mile away. Is your story authentic? If your local historian checks in to the family history on your label is it authentic or did you distill it on your own?
  1. Informational Blogs – One in three millennials choose blogs as the top media source before making a purchase. Traditional media sources like TV and magazines have less impact on this generation.
    Takeaway: Go where the fish are. You are so busy making product that you don’t often have time to write a quick story about a recent activity, event or milestone. Did you just fill your 100th or 1,000th barrel? There’s your authentic story. You are making history every day, take the time to write it down so everyone knows your story. And make sure you share it with #2 above!

Take a look at these tips for how to successfully market to millennials infographic for more details.

The Psychology of Marketing to Millennials Infographic
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