The True Unicorns — Marketing to Millennials, Part 1

Dear John,

*Okay, maybe your name isn’t John. I just chose that name because it seemed as though it would fit the profile of a middle-aged marketing manager who can’t seem to understand why his companies marketing efforts haven’t increased sales, even though they have an Instagram account. I’m also secretly a huge fan of the movie…

So John, let’s get into it.

If you think about it, millennials are truly unicorns. They are elusive, worth billions of dollars, and no one really understands them. However, for the few that are able to master the millennial — the possibilities are endless. This is why I’m here, to help you.

To be honest John, I’ve been hard on you. Millennials mindsets are difficult to grasp. The reason for this is that even as a 22-year-old university student, a millennial myself, and someone who is constantly surrounded by millennials — I barely even understand us. That is because we are messed up. We crave both individuality, and community, all at once. And if you are thinking, “Is that even possible?” the answer is: yes, yes it is.

Here is an important thing to remember: As filmmaker Casey Neistat eloquently stated, “Millennials’ bullshit detectors are extremely strong.” If you think about it though, they have to be. We are constantly bombarded with information, so much in fact that we can’t possibly process all of it. So we are forced to quickly eliminate anything that doesn’t seem important.

Now you are probably thinking, “How do I make something that catches a persons attention when they are all unique and want to have personalized experiences? I don’t have that kind of money in my marketing budget.” Here is the amazing thing: you don’t have to! You have the best content creators at your fingertips: Millennials.

Millennials are creative, enjoy technology, and hate advertisements. So don’t advertise to us. Give us content to interact with. Give us meaningful information, and tools to better our lives. Connect with us and we are all yours.

Just don’t bullshit us. I can tell you that we have a very particular set of skills. Skills that we have acquired over our lives, skills that make us a nightmare for people like you. If you give us what we want — we will love you, we will help you, we will share your brand. But if you don’t — we will Google you, we will find you, and we will give you bad reviews.

In all seriousness, millennials love interaction and respect quality content. It isn’t just our friends who we want to connect with online. So talk to us, work with us, and engage us. We will give you feedback, and if you are lucky and we become passionate about your brand we will even tell our friends.

In upcoming articles I will give more information on millennial consumers and their behaviours, as well as how to decide what is good content (I call this the Reddit test).

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