Thoroughly modern millennial’s – forget the hype, learn the truth

What is a millennial, anyway? It seems to be one of the most common media buzzwords of the moment, particularly around General Election time, because this section of society is one which all political parties are keen to capture. In fact, there are a number of definitions of a millennial, but in general it refers to someone who was born between 1980 and 2000, which is to say, the twenty and thirty-somethings of today.

Introducing a (stereotypical) millennial

Let’s call her Tiffany (the 11th most popular name of the 1980s.) She’s a digital native – and that description means she grew up around technology – the smartphones, the iPads, the tablets, emails, texts, Facebook, Twitter, Instagram, WhatsApp… They’re second nature to her and she’s rarely to be seen without her face looking down at a small screen and her fingers moving at twice the speed of sound as she texts her Best Friend Forever.

As for marketing to engage people like Tiffany, well, it must be some form of digital communication because that’s what millennial’s prefer. Tiffany doesn’t go in for reading unless it’s Kindle, and most of her interactions with other human beings are digital.

So that’s how we must organise a market campaign targeting millennials

Forget Direct Mailing…waste of time and money. We must approach them through social media, send an email or a Tweet or link to an all-singing-all-dancing website. That’ll hook them.

WRONG!

A number of surveys have gathered evidence which shows almost the exact opposite. Here’s one from the US Postal Service[1] and we’re sure the same applies to millennia’ls in the UK.

What do millennial’s really like in a marketing campaign?

·         87% of millennial’s enjoy  receiving Direct Mail

·         Nearly 50% say they ignore digital ads but only 15% say they ignore Direct Mail

·         57% tell us they’ve made purchase based on DM offers

Yes, just like Baby Boomers – the post-war generation – they like to have something tactile and tangible which they can read at leisure and keep if they choose to. Just like Baby Boomers, their recall is 70% higher from DM to a digital ad.

So what next? Digital or Direct?

Do both! For marketing we have more platforms to choose from than ever before – and don’t we know it, constantly bombarded with digital noise which often causes us to tune out and switch off.

Direct Mailing will help your voice to be heard above that onslaught of electronic communications. It’s something we’re good at here at Mailing Expert (our name wasn’t picked out of a hat!) so please contact us 01825 983033.

 

Mailing Expert

[1] STILL RELEVANT: A look at how millennials respond to Direct Mail – USPS, 2016

Print is alive and well (and living in Uckfield!)

We’ve said this before and we’ll say it again, loud and clear. Using print to communicate with your customers or prospective clients is still relevant and significant for your company, even in the face of ever-increasing digitisation. It goes without saying that it’s not the only medium you should use – but to dispense with it altogether, well, you’re really missing a trick.

Scientific evidence

In Philadelphia, Temple University’s Center for Neural Decision- Making (yes, such a place exists!) conducted a neuro-marketing study for the US Post Office. It focused on the differing response to physical and digital media when consumers were thinking about buying something.

In short, people were asked to look at ads, both on paper and in digital format. Their responses, like eye-tracking and brain activity, were measured, and they filled in questionnaires. A week later they were re-evaluated to test the long term impact of the adverts.

Surprising results?

Actually, not that surprising. It was found that adverts on paper beat digital ads in the following areas:

  • The amount of time spent reading
  • The emotional reaction
  • Remembering the source and content
  • A subconscious desire for the product or service
  • The perceived value of the product or service

Putting it into scientific terms, physical adverts actually produced more activity in the part of the brain called the ventral stratium, associated (as proved in another study) with future purchasing behaviour.

Worth thinking about, eh?

So don’t ignore print…

Print establishes a tangible connection with potential customers – an effective way for them to acquaint themselves with your product or service. It’s becoming an overlooked secret weapon for marketers, who too often jump on the bandwagon of being up-to-the-minute trend-savvy.

But don’t ignore the digital medium either!

Harnessing the strengths of both digital and print media will give your company the best chance of being found and also the best chance of growing your customer base.

That’s a scientific fact and here at Mailing Expert we can help with both!!

Give us a call on 01825 983033 to speak to one of our experts about your next campaign.

 

Mailing Expert