What’s my less-than-twitter length best advice for marketers and employers trying to reach millennials? Be flexible.
What you’ve heard about me
You’ve probably heard some of the gen-Y/ millennial theories. We grew up being over-scheduled with zero downtime. We have been told that we have to be “well-rounded” to even gain entry into college. We had to be a scholar, be a club president, be a sports team captain, and a community volunteer. We take that mindset into the workplace. We want excellence and balance in the workplace, in the home, and in the consumer marketplace. What does that mean? For my recommendations to marketers and managers, read on.
Junk the rigid policies in exchange for common sense.
I don’t want to adhere to your 100 year old policies. If I am unsatisfied with your product and have already opened it, take it back. Believe me, it’s more of an annoyance for me to drive to your store to return it than it is for you to actually pay for that loss sale. Ninety percent of the time I return something (which is rare), I shop around the store and end up netting out with a higher spend than the value of item(s) returned. And, if you give me good customer service during my return, I will tell all of my friends how awesome you are. I have nearly 400 friends on facebook, not to mention all my other social networks. Imagine my reach as your spokesperson. Be flexible with and the rewards can be exponential.
Information trumps brand.
I don’t have brand loyalty. This has nothing to do with being ephemeral, but everything to do with being informed. I will not purchase your product just because my parents did. I want you to prove your value to me. I have the ability between the web and my peers to make the most informed decision. I know if I can get the same product from another vendor for a better price. I know what products are made of and will check the label. I know if your product is made of the same thing as the generic brand.
Value will be rewarded.
I’ve bought Downy fabric softener my whole life. Not because it’s the one I’m loyal to, but because they have provided me with consistently updated and relevant value. They moved from their original product to concentrated product (so it’s lighter to carry in my hand-cart). A year or so later, they combined their product with Tide in one formula (less weight in my basket and less steps/ time saved when doing laundry). Someone at Downy is obviously listening to customers, putting themselves in my shoes, and constantly providing me value.
Marketers—ding, ding, ding… You need to provide regularly updated, remarkable, and targeted VALUE whether that’s web content, product alterations, or customized service. It takes time, but I truly appreciate it and will reward you for it.
Don’t use me.
Contrarily, I do have brand loyalty when it comes to particular product competencies. If I want the best leather crafted handbag, I’m going to go to Coach. I will not; however buy anything with those god-awful “C”’s on it. Don’t brand me. I’m not cool with that. I’m not your billboard. I will be your ambassador if you provide me value, but if you try to “use” me, I will reject you.
There is no vertical
I get the same endorphin feeling from saying I have an expensive Michael Kors tangerine trench that I do from telling someone my fashion-forward sweater I’m wearing was $12.95 from Forever 21. I’m not embarrassed that I have some things that are “cheap.” I’m proud of my resourcefulness and live by the theory of buying either the best or the cheapest (thanks Elsa Schiaparelli). The brands have different value and different expectations. If I pay for Michael Kors, I want it to last for 21 years. If I pay for a Forever 21 top, I’m happy to have it last for 3 wears. I will splurge on a “luxury” item if I really want it and skimp on a “commoditized” item when it meets my needs. I don’t have much need for anything in between. I will either be indulging in an iphone or waiting until my Verizon contract runs out so I can get the cheapest phone that accompanies a new contract.
Ditch the hierarchy.
We don’t jive with your hierarchy. Why do you need a hierarchy? I don’t want to have to ask to “speak you’re your manager” to get good service. I similarly don't jive with hierarchy in the workplace.
See Part II of Rules for Millennials for more on how to communicate with us in the workplace.
