Top Tips To Build Millennial Brand Advocates
In this guest post, Zach Hotchkiss (pictured below), country manager at CX management company Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…
It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these 20- and 30-somethings are rethinking would appear endless.
Many marketers could be forgiven for thinking that brand loyalty among Millennials is dead. However, research from around the world reports that the opposite is in fact the case. Millennials are actually the most loyal generation of buyers, with more than 50 per cent reporting that they’re extremely or quite loyal to their favourite brands. Furthermore, 64 per cent in this age group rate themselves as more loyal to a brand than their parents’ generation.
For brands, targeting this increasingly influential group is not a nice to have but a must have. Macquarie’s equity strategists predict that between now and 2030 the proportion of Australians who turned 18 after 2000 will grow four fold and account for 54 per cent of the population.
In addition, two out of every three dollars earned in Australia will accrue to those who reached adulthood in the digital age. Millennials and the rising influence of Gen Z should already be fully baked into brand strategy, because if it isn’t, the train may have already left the station.
Millennials and Gen Z are happy to give feedback, offering it on review sites and through social media whenever they have a meaningful brand experience. The key to creating brand advocates from this lucrative demographic is parsing through these data streams to gain insights. There are three key practices that can help marketers leverage their customer data and insights to understand how millennials buy, build relationships that create brand advocates, and drive successful outcomes.
1. Commit to innovative customer experiences.
Walk into an Apple store and what do you see? A sea of usually young, energetic workers ready to engage and help their customers. Someone is always available to answer a question, and Apple has removed the most annoying part of shopping — waiting in long checkout lines. In fact, anyone with an Apple Store app can check themselves out and walk out of the store completely in control of their purchase.
Millennials look for a mix of independence and quality human interaction, and this approach delivers both. Creating an innovative customer experience relies, in many ways, on a company’s willingness to experiment. Marketers should look through as much customer data as possible to see where their pain points are and determine if they can be assuaged by tools that empower younger buyers to own more of the customer experience.
2. Provide peer-to-peer employee feedback.
There’s a lot of research available stating that millennials crave feedback in the office. For those working in retail, this feedback should come not just from management, but also from customers. This feedback loop helps to foster an authentic connection between the brand and its customers. To maximise feedback from millennials in a retail setting, companies should capture data coming from their customers and connect it back to their employees immediately for self-coaching. In addition, this data can be valuable during employee reviews as a part of development plans and recognition. That way a clear message is sent to both customers and employees that their input is valuable enough to share and makes a difference.
3. Create communities and human interactions.
A study from UK market research agency Harris, reveals that 72 per cent of Millennials would rather spend money on experiences than material goods. Knowing that Millennials thrive on experiences, brands must deliver something more than just a product purchase transaction — even if it is well executed. Retailers have two communities: the local store and the distributed brand. Create communities by evolving offerings and experiences that both drive consumers to the store and elevate them to crave the brand.
Makeup retailer Sephora continues to innovate on this front by doubling down on in-store services that not only make its Beauty Insider loyalty members eager to visit its stores, but create raving fans of the brand.
Creating an in-store community produces energy that’s infectious and even addictive — quite positive for bringing in valuable foot traffic. Successful brands are curating experiences memorable enough to be Instagram-worthy and helping spread the message in communities far and wide. This is critical, as we know 56 per cent of young buyers make purchases based on recommendations from friends or family.
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.