WFA 2017 - Marketing to Millennials
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WFA 2017 - Marketing to Millennials
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WFA 2017 - Marketing to Millennials
- 1. MARKETING TO By: Cassie Roberts MILLENNIALS
- 2. ABOUT ME
- 14. ADVANCE TICKETS
- 16. AND SELL AT THE GATE
- 17. WE’LL SEND THE SLIDES!
- 18. BIG REVEAL…
- 19. I’M A MILLENIAL.
- 20. WHO IS WITH ME? Born: 1980-1995
- 21. I TAKE SELFIES.
- 22. I HAVE A SELFIE STICK.
- 23. I CAN DO A LOT AT ONCE..
- 24. 18 HOURS A DAY Millennials including myself spend about consuming media.
- 25. 2 hours 12:00pm-2:00pm 3 hours 1:00pm-4:00pm 3 hours 1:00pm-4:00pm 5 hours 12:00pm-5:00pm
- 26. I SNAPCHAT.
- 27. LET’S SEE MY GENERATION ON GOOGLE • IMAGE SEARCH: MILLENNIAL
- 28. IN MY SHOES… To be a millennial is to constantly hear about how awful your generation is. And to feel the need to agree, kind of politely. Because you want that person to like you.
- 30. ALL MILLENNIALS ARE LAZY
- 31. MILLENNIALS AT WORK • Want to do something that is challenging • Many millennials don’t think their skills are utilized • Want to work for a purpose/cause • 6 in 10 millennials said a cause is the reason they choose their job • Want to contribute to the greater good
- 33. UNINTERESTED Without these challenges, millennials often appear
- 35. UNEMPLOYMENT RATE I graduated college I started grad school.
- 36. AVERAGE STUDENT LOAN DEBT
- 37. STUDENT LOAN INTEREST RATES
- 38. MILLENNIALS ARE KNOW IT ALLS
- 39. TECH BOOM • Heavy researchers—want to look something up and prove the truth • Natural skeptics—like to find it out ourselves, because we usually can in seconds (even on the go from our phone) • Most educated generation– formally and with current resources
- 40. MILLENNIALS? SO HOW DO YOU REACH
- 41. MILLENNIAL MARKETING • AUTHENTIC • MOBILE • EXPERIENCE-BASED
- 44. OUTBOUND MARKETING IS OUT • Each person absorbs around 2000 outbound marketingmessages per day. What’s our response? • Creative ways to block: caller ID, spam filtering, TiVo/DVR, satellite radio, NetFlix, Spotify, etc. • Millennials are most likely to follow these trends
- 45. MILLENNIALS CUTTING THE CORD OCTOBER 2016
- 46. I HAVE CABLE FOR ONE REASON
- 47. Apple TV + Sling=No Cable!
- 48. INBOUND MARKETING IS IN Millennials are most loyal to businesses that improve their customers’ lives with informative content. • “How to” information, especially with live video • Industry buff-thought & leadership expertise • Brand Ambassadors/User Generated Content
- 49. MAC COSMETICS
- 50. TACO BELL • Started millennial “Word of the Day” campaign, to speak millennials language • IDEA: People ages 18 to 34 will perk up when hearing or reading words that could have come from the mouths of their peers, as these messages warrant comfort and trust.
- 51. ON FLEEK
- 52. BRAND AMBASSADORS • Includes an element of testimonial & review • Can be a great way to get video of someone enjoying your brand!
- 53. EXAMPLE AMBASSADOR PROGRAM 1. Goal! “Moms of the Fair” 2. Begin 6 weeks prior to event 3. Must Post something each week (example)
- 54. EXAMPLE AMBASSADOR PROGRAM “Have you purchased your mega pass for the Super Fun Fair? $35 for 5 days of unlimited rides! My kids can’t wait to see what the carnival has in store this year! I got my tickets on their website!”
- 55. EXAMPLE AMBASSADOR PROGRAM “The fair starts on Wednesday! We plan to go at 3 pm. I heard they have a couple of new acts!! Who’s all going?”
- 56. SPONSORED AMBASSADOR EVENTS • Host an event before or during your main event • Invite local ambassadors- local “celebrities” or even fans who have a lot of followers • Create a VIP atmosphere that attendees will want to share
- 57. NEGOTIATE NUMBER OF POSTS • Include the number of social posts in which the ambassador will mention you • Give away tickets, food vouchers or whatever you can in exchange
- 58. @EatingATX
- 59. USER GENERATED CONTENT 92% of consumers trust online content from friends and family above all other forms of brand messaging 50% of consumers find UGC more memorable than brand produced content
- 61. BEN & JERRY’S
- 63. #ShareaCoke
- 65. RODEO ROCKSTAR
- 66. RODEO ROCKSTAR User-generated content Inclusion of video Involve young people
- 68. 85% of millennials OWN A SMARTPHONE
- 69. MOBILE USAGE
- 70. DESKTOP=MOBILE
- 73. INSTAGRAM EDGES OUT # OF USERS
- 74. YOUNGER USERS?
- 76. SNAPCHAT BEST FOR “STORIES”
- 77. USES FOR BOTH STORIES FEATURES?
- 78. SNAPCHAT GETS MORE MOBILE MINUTES
- 79. BETTER FOR ADS?
- 80. INSTAGRAM ADS • Launched in September 2015 • Uses Facebook ad targeting! • Huge reach, especially to the millennial market • Only way to add a link is through a paid ad
- 81. Quick Adoption • $1.85 billion in Ad Revenue from Instagram in 2016 on track to be $6.8 billion by 2018 • 75% of Instagrammers take action after being inspired by a post
- 84. SELECT INSTAGRAM
- 85. WHAT TO POST • Behind-the-scenes shots & videos • Repost shots from fans • Timely posts • Funny posts • Contests & giveaways
- 87. THE PLUSES & MINUSES • PLUS - Insights on your Followers • PLUS – Insights on your Posts • PLUS – You can create ads from within the Instagram App! • MINUS – Just like Facebook, they may start limiting your presence in your followers feed without paid advertising
- 88. INSIGHTS
- 89. • Straightforward way to do an Instagram Ad, without having to go to Facebook! • Not as many targeting options as using Facebook’sAd manager, but still can define & save custom audiences based on Instagram insights INSTA ADS
- 90. GO INSTA!
- 91. SNAPCHAT ADS Ads on Snapchat are EXPENSIVE! (At least right now) • A one-day “discovery” panead is $50,000 • Sponsored lenses can be as much as $750,000! • Snap to Unlock Codes- believed to have the 2nd lowest point of entry, exact cost unknown/probably varies in the low $1000s
- 101. GET THE WORD OUT • Post about Snapchat on other social media sites • Encourage Fans to use your Snapchat filter and share their Snaps with you- contesting is coming! • Repost your Fan snaps on your Story
- 103. IDEAS FOR SNAPCHAT • Post snaps to my “story” so everyone following you sees • Live for 24 hours • Show people new event features • Send out behind-the-scenes photos and videos • People can post a Snap of themselves at your event and send to you for a deal • Snapchat them back with a coupon
- 104. TIPS FOR SNAPCHAT • Don’t post all your snaps at once • Unlike other social networks, there is no “best” time to post. • Post regularly to keep your content near the top of the story feed • Incorporate humor and current lingo
- 105. USE VERTICAL VIDEO • Big brands, like AT&T & NBC have noticed an 80% increase in ad completion when videos are vertical • Snapchat users watch 10 Billion videos daily – mostly vertical • YouTube recently updated its interface to allow for full-screen play of vertical videos
- 106. SPEAK MILLENNIAL WITH EMOJIS!
- 107. EMOJI=PICTURE LETTER
- 108. EMOJI MARKETING They say a picture is worth a thousand words – and emoji are just the next evolution of communicating! • Emotion is more effectivethan text by a factor of 2 to 1 • Include in social media marketing • Big brands are already in!
- 109. LOOK FOR AN EMOJI CONNECTION • Use emojis that relate to your brand • This was retweeted over 150k times!
- 110. • International, multi-cultural • Symbols are a universal language • Personal expression of feelings
- 111. FAIR EXAMPLE • Emoji Marketing • Timely • On Instagram • Catchy Hashtag • Millennial Lingo – “all the feels”
- 112. ECOMMERCE ON THE GO
- 113. …IN 2 HOURS. GET WHAT YOU WANT…
- 114. MOBILE ECOMMERCE
- 115. MOBILE ECOMMERCE
- 117. EVERYBODY LOVES A DEAL
- 120. POWER OF POSTING • For millennials, posting about a cool experience is often cooler than the cool experience itself! • What will your event look like on social media?
- 121. AUSTIN CITY LIMITS
- 122. THE LINE
- 123. ON GOOGLE
- 124. ON SOCIAL
- 125. MY FRIENDS
- 127. VIDEO TO MILLENNIALS IS OFTEN THE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE
- 128. PICS OR IT DIDN’T HAPPEN VIDEO OR IT DIDN’T HAPPEN
- 129. 300 HOURS A MINUTE USERS ARE ADDING OF VIDEO CONTENT ON YOUTUBE
- 130. Facebook Live
- 132. WHY GO LIVE? • Video posts have 135% greater organic reach than photo posts-8 billion live video views/day • That’s a 50% increase in 2016 compared to 2015 • People spend 3x longer watching Live video compared to non live video • Builds trust & Increases authenticity-feels “real” & unedited • Facebook is giving priority to videos!
- 135. TIPS FOR FACEBOOK LIVE 1. Promote that you’re going to broadcast with a post 2. Start with a warm smile and a few inviting welcome sentences 3. End with a call to action 4. Advertise/Boost your videos just like your other posts
- 136. MAKE MILLENNIALS SPECIAL TAKE ADVANTAGE OF PICS/VIDEO OR IT DIDN’T HAPPEN!
- 137. VIP EXPERIENCE • Backstage tours • Exclusive meet & greets • Pre-event sneak peeks • Private clubs/restrooms
- 139. USE AS GIVEAWAYS/OFFER CHEAP NOT ALL ABOUT THE $$$
- 140. POWER OF POSTING REMEMBER THE
- 141. WHY MILLENNIALS?
- 142. AND WHAT IS THERE NOT TO
- 143. FREE ONLINE MARKETING TIPS Website www.saffire.com Facebook www.facebook.com/TeamSaffire Twitter @TeamSaffire Instagram teamsaffire Pinterest teamsaffire YouTube saffirestudio Questions?