September 3rd, 2013
Boomers marketing to millennials? #ohdear
Are you struggling to engage younger consumers in this new digital era? Now be honest, did you jump on the Vine bandwagon because it sounded like an easy and cost-effective way to connect to millions of millennials, and be “down with the kids?” Tread lightly, my friend.
Finding where millennials like to “hang loose” and “chill out” (pssst…no one says that anymore) is not enough. You have to speak to them with images, words, and videos they can relate to…in 6 seconds or less. Or 140 characters or less, sometimes attached to a #WittyHashtag. (READ: not #YOLO). Otherwise, you risk doing more harm than good, potentially distancing your brand further from the 110 million-strong millennial market.
We know this can be a major challenge for baby boomer marketers—both agency and client side. In the words of author and consumer trends expert Peter Francese, “Young consumers can sniff out condescending pander from boomers like new moms detecting a dirty diaper two rooms away.”
To gain trust and credibility, speak to your audience in a language they can appreciate, while always staying true to who you are. The last thing you want to do is enter this brave new marketing world as a wolf in sheep’s clothing. Because it’s only a matter of time before they smell you out, along with your slang flashcards. (Word up, right? High-five? Knuckles? No?)