More and more brands are reevaluating their marketing strategies, product offerings, and brand experiences in an effort to earn Millennial loyalty. However, marketing to Millennials continues to be a moving target. But for many brands a shift towards Millennial marketing is worth the risk if they can earn the loyalty of the world’s largest and soon to be the most spending power generation.
1.) Target “deemphasizes” canned and bagged goods in their stores.
In an effort to appeal to Millennial consumers, Target will focus more on organic, fresher, and healthier foods. Products that are processed will be given less exposure and promotions. According to Fortune, Target’s goal is to “look less like Walmart and more like Whole Foods.”
2.) Starbucks unveils an alternative music plan.
Earlier this year, Starbucks announced that they will no longer sell CDs in their stores. Starbucks has decided to appeal to Millennial consumers with a streaming service. In a partnership with Spotify, Starbucks consumers can now curate playlists and share between the 16 million My Starbucks Reward Members, baristas and Spotify subscribers whether they are in-store or on the go. More on this story here.
3.) Marriott explores new and exciting experiences and amenities.
To appeal to Millennials, Marriott has partnered with Universal Music Group to bring music performances by rising and established artists to their hotel lobbies and rooftop bars. Marriott also recently announced an agreement with Netflix to allow hotel guests to enjoy their favorite streaming shows from the comfort of their hotel room.
4.) MTV International initiates a rebrand.
The famous “I want my MTV” logo has been changed to “I am my MTV.” The goal of the rebrand is to integrate user-generated content, promote emerging artists, and to become more like the Instagram of television. Via the tag #MTVBump, MTV viewers are able to send photos and videos to be broadcasted by the channel. MTV’s goal to attract young viewers is to not “look like any other broadcaster or brand.”
5.) TGI Friday’s leverages social coupons.
Free burgers and pay it forward marketing is TGI Friday’s strategy to net more Millennial customers. Buy a burger and receive a code that can be used to share a free burger with a friend via social media or email. TGI Friday’s CEO hopes that the Millennial digital campaign will interest them with “something worthy of a conversation.”
Question: How have you adjusted your marketing to earn Millennial loyalty?
Ryan Jenkins is an internationally recognized speaker and trainer who helps organizations better lead, engage, and market to Millennials and Generation Z. He shares his top-ranked generational insights on his blog and podcast.