Attracting the elusive Millennial family
It probably doesn’t surprise you to hear that Millennials make up a huge portion of your customer base. And you already know they don’t listen to the radio or read the paper, so the only way to connect with them is on Social Media. So you to link up your Facebook page with an Instagram account, post a photo once a week, boost a few ads and you’re good, right? Wrong. Those 30-something parents with a couple of kids and disposable income are critical to your success and they require a complete overhaul in your marketing approach.
“Outbound marketing methods, like magazine ads, direct mail campaigns, and radio spots, do not impress Millennials. In the mind of a young consumer, these campaigns are impersonal and company-focused, filled with logos and void of any real substance. This generation demands more customer-driven, personalized marketing. Only 1% of Millennials say a compelling advertisement can build trust” (Crowdtap).
You’re on the right track if you’ve started to build a social media presence, but within this world there are multiple platforms and far too many rules for how and what to share. So, if you find yourself in the majority of the population that is overwhelmed by how to use social to properly attract these young families, here are few key ideas to help guide you.
1. This group tends to shop around more than their predecessors. They aren’t automatically “brand loyal”. If you are a family farm that offers agritourism activities in the fall, you must find ways to differentiate yourself to attract these families as well as keep your offerings dynamic. For example, try rotating the (local) beer selection in your beer garden every few weeks. Bonus points if you get the brewery to make a variety specific to your property.
2. Millennials will spend money, but prefer experiences vs. “stuff”. They may still spend $150 on your property but they lean less toward a gift shop and more toward things like photo ops, pony rides, goat playtime and corn mazes. Not only will this lead to more sharable memories and photos (when will help you get found on social), but it will keep them on the property longer, thus spending more money on concessions.
3. Having a say in your space will help them stay connected (and loyal). In fact, 42 percent said they are interested in helping companies develop future products and services
One of our clients started a contest a few years back allowing followers to what additions were being prepped in the off-season. They would share clues and cropped photos and the first to name it correctly won a season pass for their family. At the end of the season, they accept submissions for what the new addition could be. Giving these families an opportunity to stay connected in the off season AND submit their own idea makes them feel like part of your team. They will be more excited to visit when the new offering is ready and will readily tell friends and family about the process and their participation in it.
4. They are reviving the “small town” vibe. Perhaps it would always have happened, but Covid seemed to fast track this process. This population is more interested in supporting a company that supports the community, hires their neighbors and gives local artisans a chance to sell their homemade products. Lean into this idea with highlights on your long term staff, the orig
in of the business and the groups you have supported in your community.
5. They don’t want to be sold to. Building on the previous note, use your social media to highlight WHO you are, not WHAT you sell. If they live nearby, the probably already know what you do and you don’t need to use Instagram to sell them on it. Use these posts to share your story, highlight staff, post funny things that happen at work, videos of your crew working in the off season, etc. You can easily incorporate the things your property offers in these highlights, but don’t make them the focus. YOU are the focus. Let them relate to your story, know your key staff members and understand what makes you all get up and work 18 hour days on the weekends.
6. And finally, make sure you are mobile optimized. 9 in 10 millennials use a phone to search, research, and buy tickets. Make sure your google listing is accurate and complete and make sure your website and ticketing page work seamlessly on a phone.
These keys to understanding how millennials shop will help you stand out from the crowd and continue to grow your customer base. Follow us for more information or reach out to us directly for additional ideas.