In addition to noting some ground rules about Millennial marketing – like “avoid gimmicks and lengthy sales pitches” – this new Millennial Marketing Showcase identifies some positive steps financial services brands and co-brands are taking to reach this important audience. Note: Examples sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

1. Millennial Marketing
Showcase
August 2018

2. Millennials are a challenging audience for marketers – often proving to be
contradictory to previous generations in what works, and what doesn’t.
We’ve gathered examples from brands that are taking the right steps, putting
together marketing efforts that acknowledge and capitalize on the
differences in how Millennials react to information versus other cohorts.
2
Overview

3. The following pages include examples from leading brands that
are successfully:
▪ Using vibrant visuals and clear messaging
▪ Creating the illusion of choice and individuality
▪ Avoiding gimmicks and lengthy sales pitches
▪ Depicting experiences that resonate
▪ Incorporating a goal-oriented theme
▪ Building loyalty and using customer reviews to stand out
▪ Integrating personalization
3
Tips for Targeting Millennials

4. ▪ Discover it Card uses fun, vibrant
imagery and concise messaging in their
direct mail to connect with Millennials
and promote their cashback match.
▪ Direct mail targeting Millennials avoids
gimmicky pitches and instead uses a
direct approach with short, simple
sentences.
▪ It doesn’t tell customers what to do,
rather it tells them what it is in a
straightforward way.
4
Vibrant Visuals,
Clear Messaging
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

5. ▪ Imagery often shows young people
participating in fun activities and
experiences – depicting everyday life in
a ‘bright’ or upbeat perspective.
▪ Targeting younger Millennials, Wells
Fargo plays up Spring Break with use
of action imagery that Millennials can
relate to, then pairing imagery with
money tips for a “worry-free” vacation.
▪ Friends join in on a fun selfie in UNIFY
Financial Credit Union’s loyalty mailer
that features the headline, “Friends
make life richer.”
5
Vibrant Visuals,
Clear Messaging
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

6. ▪ Discover it Card also does a good job
at developing the appearance of giving
the customer choice and individuality.
▪ As seen in these examples, they avoid
using gimmicks and lengthy sales-
pitches, rather sticking with quips that
develop a sense of personalization and
individuality.
6
Choices Without
the Gimmicks
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

7. ▪ Millennials are more willing to spend
money to have experiences instead of
buying products.
▪ Instead of listing card benefits, Gold
Delta Skymiles Credit Card and
United Mileage Plus Explorer attract
Millennials by showing the experiences
they could have by using their cards.
7
Experiences Matter
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

8. ▪ The Citi AAdvantage Card marketing
targets Millennials’ “thirst for
adventure,” positioning the card as
their ticket to travel the world.
▪ From biking across North America to
surfing in Africa, this piece includes
visuals that Millennials aspire to and
want to emulate.
8
Experiences Matter
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

9. ▪ BBVA Compass and BankersTrust
recognize that Millennials are
becoming parents, and use this
milestone in life to attract and relate to
the target audience.
9
Experiences Matter
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

10. ▪ Although their aspirations differ from
previous generations, Millennials are
goal-oriented and will do “whatever it
takes to achieve freedom and
flexibility.”*
▪ Whitney Bank wants to help
Millennials achieve their dreams in this
checking account acquisition mailing.
Inside the piece they promote their “5-
Star Service” with a quote from a
customer about their amazing
experience.
▪ PayPal speaks to Millennials using an
appropriate choice of visuals and a
definition of success based on passion
rather than money. The messaging
gives the impression that PayPal can
ease financial headaches, so Millennials
can focus more on what they love.
10
Goal-Oriented
*Source: Merrill EdgeExamples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

11. ▪ Millennials are paying off college,
home, and other loans and don’t want
these financial burdens to derail their
goals.
▪ Wells Fargo Platinum Card and
Discover it Card use this insight in the
direct mailers seen here, which target
Millennials with loans that recent
college graduates or young families
may have incurred.
▪ Ollo Platinum Mastercard employs
the use of a simple and straightforward
headline that states that it’s the card
that “helps you get ahead.”
11
Goal-Oriented
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

12. ▪ Many brands looking to connect with
Millennials offer co-branded credit
cards to establish a deeper relationship
and stronger brand loyalty.
▪ Gold Delta Skymiles Credit Card and
Ebates Cash Back Visa Platinum
Credit Card are two co-brand cards
that foster brand loyalty by promoting
experiences and rewards that resonate
with Millennials.
12
Fostering Brand
Loyalty
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

13. ▪ Millennials are socially connected and
put high value on family and friends’
opinions and experiences with brands.
▪ Since Millennials often check reviews
when purchasing items online,
promoting customer ratings and
reviews/quotes in marketing materials
can be an effective way to use social
proof to stand out.
▪ Although Discover it Card doesn’t
show where these reviews were
captured, the number of “real-life
reviews” and rating of “4.8 out of 5”
conveys confidence and trust.
13
Customer Reviews Are
A 5-star Way To Stand
Out
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

14. ▪ Capital One 360 and Venture Card
utilize cardholder quotes and the high
average rating wherever possible in
their marketing. It’s smart… Millennials
appreciate hearing what their peers
think.
14
Customer Reviews Are
A 5-star Way To Stand
Out
Examples were sourced from Mintel Comperemedia, Competiscan and/or publicly available websites.

15. Millennials are savvy, outspoken consumers who actively seek relationships
with brands that understand their unique wants and needs.
By tailoring your messaging, making strong use of proper visuals, accessing
key influencers and more, you can develop smarter marketing that resonates
with this hard-to-reach audience.
Brands that proactively translate Millennial knowledge into direct action will
be more effective… creating marketing that drives behavior and delivers
results.
15
Marketing Smarter

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