Ashley from Alarice International was recently interviewed by Launchpilot about marketing to millennials. In the interview, she elaborated on the importance of marketing to millennials, and suggested various platforms and strategies that a company/brand can use to attract millennials to the market.
Before understanding how millennials can bring benefits to your business, it is important to first understand why marketers should even consider millennial marketing important in the first place.
Firstly, they are the future. Millennials are being employed in better jobs and they are quickly traveling up the promotion ladder. As a result, they are expected to have increasingly more dispensable income to spend on products and services.
Secondly, millennials are currently the most educated, eager, and service-driven generation. They place a great deal of importance on types of brands, and pursue feelings of prestige and personal exclusivity. Marketing to them requires marketers to be aware of trends, and subsequently, to constantly adapt and improve accordingly.
So how can you attract millennials to your brand? The most impressive, yet perhaps the most risky method, is to use Key Opinion Leaders (KOLs) on social media, such as Weibo and Wechat. KOLs can require a lot of money to achieve results. Some of Alarice’s most successful campaigns have been launched and promoted through KOLs, however, these required substantial investment.
All in all, Alarice believes that the major success points for Chinese social media campaigns targeting millennials are:
Creativity: is it beyond ordinary? Don’t be afraid to take risks and think outside the box, consumers will generally enjoy it!
Fun Factor: Consumers participate or pay attention if they believe that the campaign is not fun
Prizes: Are you giving away a once-in-a-lifetime opportunity? An awesome gift can create irresistible appeal.
Ideally you should stand for a cause: through participation, will participants contribute to saving the trees or saving a hundred sheltered dogs? Great! They will likely be proud to share this content/campaign on their social media accounts.
Alarice International is working on using diverse creative marketing methods to approach millennials in China, including Weibo Marketing, WeChat Marketing, and KOLs Marketing etc. By creating massive brand exposure on Chinese social media, brands can become increasingly known, accepted, and demanded by the market.