As a young marketer, I grew up in the age of the “spin”. When you wrote copy, you weren’t just writing about products and features, you were turning them into magic and endless possibilities. You took ordinary products and sensationalized them, making them glitter and glow in the hopes of hooking someone in need of something shiny. It was a lot of smoke and mirrors with just enough truth sprinkled in to make it credible. However, as most everyone in the biz should know, things have changed. The “spin” and hard-selling mentality doesn’t work anymore with much of anyone. The older generations have heard it all and the younger generations just don’t care about how shiny something is, they just want to know that they can do great things with it. So, the question is, if the old strategies don't work anymore, what does?
McCann Worldgroup recently released “The Truth About Youth” study where they polled 7000 young people between the ages of 16-30. They refer to this age group as the Millenial generation and found that their core values are commune, justice and authenticity. When it comes to brands, McCann found that they look for the same values in their brands as they do in their friends: truthfulness, genuineness, sociability, maturity and humility (I kind of like this group!). The other important thing to note is that they experience much of this world and these values through their technology, so much so that McCann refers to technology as their fifth sense. Lastly, most likely because they’ve been inundated with advertising since birth (if only there was a way to advertise in vitro), they don’t like businesses that crowd cyberspace with useless information. For marketers and advertisers this means sensationalism is finally dead (Hallelujah!) and it’s about time we get real with those we are advertising and marketing to. Which leads to a number of big changes for everyone that I'll just touch on here:
1. Do more research: It has never been more important. These guys want hard facts about what it is you are asking them to invest in. Yeah, they want to know the benefits, but real benefits- the status stuff we played to, the dream fulfillment, the frivolity isn’t going to be effective. If your product doesn’t offer a real, tangible benefit that adds value to their life, it’s time to look for another product.
2. Get ahead in technology: Because this is the lens through which so many of them see their world, this is key. Get current then get ahead on new emerging technologies. Learn about how they are using it in their day-to-day activities so you can insert yourself in their routine, without interrupting it. Then use it with mastery. Earn their respect by showing them something they don’t already know.
3. Do business with a conscience: These guys are activists out to better the world. Play to these sensibilities by publicly supporting causes, showing you support issues that are important to them. Maybe create your own in-house non-profit that has a cause of its own so they know you are all about giving back. And none of this fake, half-assed stuff- these guys are softies but they aren’t stupid- they want to see you are dedicated.
4. Be real with content: Their life is one big community and they are connected to everyone. They value personal relationships more than anything. Gone are the days of stuffy, impersonal information spewed out like robot generated words on a page. Your content needs to feel personal. You need to look and sound like their best friend if you want to connect with them.
5. Use their currency: This is a new, social economy. They value their world and the people in it more than they value things. While this may also have a profound affect on lead-laden imports from third world countries, it means big things for us as marketers too. We need to re-think incentives and the way we brand (BTW- BRAND strength has never been more important either!). We aren’t creating client bases; we are creating communities and life experiences. I could spend days on all the implications of this. I just don’t have the time yet, just know, big changes are involved here. Understand their values and then give them the world they are asking for in everything you do.
No comments:
Post a Comment