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
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
The programme has been revealed for this year’s Cannes Lions Festival of Creativity featuring more than 150 hours of content and some 500 speakers. About this year’s line-up, Natasha Woodwal, director of content, LIONS, said: “Our open call for content gives us unparalleled insight into what matters most to the industry right now, and we’ve […]
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.