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Larry King
Larry King
10 Things to Remember When Marketing to Millennials
 
 
 
1. They're not like you. Accept it. They're more technologically advanced, so you'll always be struggling to keep up. Try to, anyway. Your message might be squarely on target, but if it's in the wrong media, the Millennials will never hear it. Remember: Like it or not, you're going to have to adapt your messages to their interactive media preferences: blogs, websites, IM, gaming, iPods, social networks, etc. But don't discount the value of traditional print materials. Research shows that Millennials want it ALL.
 
 
 
2. They're team-oriented. We "pre-Millennials" (Boomers and Xers) grew up in an era that glorified rugged individualism. Then the Soviet Union disintegrated, and the pendulum began to swing toward collective, collaborative team effort. Schoolwork for Millennials often translates to "group work." Remember: These aren't kids who necessarily want or like to "go it alone." Be sure your messages including visuals show more interaction than isolation.
 
 
 
3. They're more conservative. Let us count the ways - spiritually, politically, sexually, behaviorally. Count on the Millennials to be more orthodox - without being particularly judgmental. Somehow, they manage to be more accepting of differentness (in beliefs, sexuality, customs, and color), yet less inclined to "color outside the lines" themselves. Remember: The Millennials see themselves not as rebels, but more as the protectors and improvers of culture, society, and strong values.
 
 
 
4. They value privacy - as they define it. Millennials have grown up with a strong sense of their "own space." They've never had to share a televison or a walkman, much less a bedroom. Yet, they don't seem to be bothered by the intrusions of security cameras, metal detectors, and airport security. Another paradox: They're more modest in dress and behavior, but they'll "let it all hang out" on their blogs, and freely give out their email/IM addresses. Remember: While they resist sharing their space or their things, they'll easily share (and even bare) their souls, at least electronically. So try to give them at least the illusion of physical space, and don't hesitate to ask about (and read) their blogs.
 
 
 
5. They're tight with their parents. An umbilical cord may stretch, but when it comes to Millennials and their "helicopter" parents, it never seems to snap. Unlike previous generations, Millennials aren't trying to gain independence from their parents; on the contrary, they rely on mom and dad for everything from financial support to decision-making. (What college to choose, for instance.) Remember: Parents are the silent partners in all your communications with Millennials - and sometimes, they're not so silent at all.
 
 
 
6. They're straight-shooters. Generally speaking, Millennials are a "tell it like it is" generation. They know reality; they know virtual reality; and they know the difference between the two. Thanks to their immersion in the modern media, Millennials are mostly immune to traditional advertising with its false promises and fake premises. Remember: Millennials have an uncanny ability to sniff out - and dismiss - hyperbole. On the other hand, they naturally gravitate to things that feel real to them. Make sure that your organization's talk matches your walk.
 
 
 
7. They're programmed. If you expect them to be free spirits, expect to be disappointed. Millennials grew up following a rigid schedule, going from music lessons to soccer practice to tutoring sessions. They have little concept of "downtime"; for them, multi-tasking is just the normal way of life. Remember: Millennials aren't dreamers. They're goal-oriented planners, many of whom have already "mapped out" their futures. Make a clear case for why and how your institution best fits their plans.
 
 
 
8. They gravitate toward things that can be measured. Not surprising, since they themselves have been measured, assessed, and benchmarked their entire lives. No generation has endured more standardized testing than this one. It's only fair, then, that they use "standardized measurements" - U.S. News rankings, average SAT scores, grad school acceptance rates - to assess prospective colleges. Remember: If you don't "measure up" to the competition in terms of numbers, be creative in communicating the things about your organization that can't be quantified. (This may be a case that calls for professional expertise from outside your organization.)
 
 
 
9. They are privileged, but don't see themselves that way. Millennial teens expect to have their own cars, cell phones, laptops, and well-used passports. To them, these aren't luxuries, but simply the necessities of life in the 21st century. Yet in survey after survey, Millennials describe themselves as "ordinary" and their lifestyles as "moderate."  Remember: What Boomers and Xers view as luxurious, Millennials simply see as the norm. Your greatest challenge: To impress young people who aren't easily impressed.
 
 
 
10. They want to change the world. Don't confuse them with the "Me Generation." Millennials are actually more of a "Not me first, but my community first" generation. They are not rebels, but collaborators who embrace things like community service, civic involvement, and the "greater good." Remember: Don't appeal to their sense of self-importance, but to their selfless synergy. Given the opportunity, Millennials can make your organization better, smarter, nicer, and stronger. In other words, they have the potential to be your greatest marketing force ever.
 
Capt. Montgomery Ask If I would pass this on to all Flotillas.