In this post from Tech.co, contributor M Rafiq argues the Gen Ys aren’t the indifferent, disloyal consumer we take them for. Instead, get them passionate about a brand and they’ll prove quite the opposite…

Eight Seven million individuals in the United States comprise the Millennial Generation. They’re far larger and more diverse than the Baby Boomers before them and their purchasing power is subsequently unmatched. Your company must engage millennials if you want a chance at long-term economic viability. So, how do you make that happen?

The short-answer is passion. But, the way that passion is communicated could vary from market to market. This post will focus on how businesses with an online presence can communicate passion online.

The Friends and Family Discount

One of the ways passion for a product is communicated is through referrals from friends and family. Buzz, popularity, having the “it” factor; whatever you want to call it, generating a flurry of mentions by your target market’s personal influencers(friends, family and the people they interact with on a regular basis) can mean major rewards.

The strongest way to get the message across that your product or service is amazing involves getting it in the hands of those in your target demo. If influencers have your product, those that follow them will begin to feel the social pressure to follow suit.

Free product giveaways are one way to get the ball moving on this, but the millennial generation will only keep using your product or service if it’s dramatically better than the currently hip alternative. So, based on my experience, I think you’ll find better traction with a social media referral program.

Social Media Referral Program

You need to show millennials that their friends and family are passionate about your product or service. To do this, you need to identify your most loyal customers, and find a way to motivate them to share their passion for your brand on their social media feeds.

The simplest way to do this is to email your entire email list an email that contains “VIP Discounts.” In the email, provide the subscriber with a link that allows them to post a pre-crafted message to their Facebook, Twitter, Instagram, or Pinterest account. Once clicked and successfully shared, your landing page can direct them to a page containing a promo code. This code can then be redeemed for a one-time discount (multiplied by the number of channels they shared your message on).

Focus Efforts on Engaging Reviewers

If you want something that powerfully communicates a user’s passion, consider focusing your efforts on the customers that leave a review. An individual that is passionate enough to leave a review is likely already telling their friends and family about your service; now it’s time to pour gasoline on that marketing fire.

Drafting a message to them that invites them to enjoy a free product or service, in return for pictures of them using the product or service posted on their social media, is a powerful strategy. Millennials love scrolling through news feeds, and pictures of people they personally know can grab their attention. If that picture is centred around your product or service, you’ve got a winner.

Passion is communicated through active endorsement. Celebrities are expensive influencers, but your existing customers will provide your influence marketing for pennies on the dollar. Give your brand the attention it deserves by building relationships with your “cool users.” They’ll return the favour by bringing their friends along for the experience.

Read the full story here.