Top Tips To Build Millennial Brand Advocates

Top Tips To Build Millennial Brand Advocates
SHARE
THIS



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.

Screen Shot 2018-02-20 at 3.01.34 pm

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.

Please login with linkedin to comment

Medallia Zach Hotchkiss

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
m2m Drives Away With $51 Million Hyundai Media Account
  • Media

m2m Drives Away With $51 Million Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine