Marketing to Millennials

They’re smart—and they have money. Why millennials are your best next clients

BY KATHY WALL

The world loves to make fun of millennials. They’re mercilessly lampooned as avocado toast-eating selfie-takers who fritter away their paychecks on fancy coffee. But, in truth, the much-maligned millennial is poised to become the biggest spender in history. It’s a matter of numbers:

There are 83 billion millennials—people born between 1982 and 1996—in the United States. They’re the largest generation ever, and they have the most buying power with at least $600 billion at their disposal.

Despite their economic clout, millennials earn 20 percent less than their parents did at this point in their lives and often have substantial debt from student loans. Thus, despite all the jokes about $7 lattes, millennials have learned to be careful with their money. Thankfully, their desire to spend smart dovetails perfectly with the selling points of custom window fashions. I know one young man who graduated with honors (and no debt) from a tough engineering school and was promptly offered a six-figure job. He saw the value in investing his money instead of renting and bought a new home one year later. He had the cash to invest in furnishings and yet lived with an Ikea entertainment system, a 60-inch flat screen TV, two odd chairs and sheets on the windows in his living room. Why? He couldn’t find anyone to help him. His inquiries were not taken seriously and he didn’t want “grandma curtains,” so he spent money on even more electronics.

You know why it’s smart to invest in quality window coverings. It’s best to buy right once rather than spend time and time again on inferior products that don’t last. And you can make the process of getting window treatments easy. Now, you just need to take that message to millennials.

First, remember that these buyers are digital natives. Because they grew up in a digital landscape, it’s no surprise that they place a lot of weight in social network recommendations. In fact, a recent study found that 70 percent of millennials are influenced in their buying by social media. That’s why the benefit of enlisting a social influencer on your brand’s behalf can’t be overemphasized.

At the same time, don’t overlook the power of your own website. Millennials love to look online for information before buying. Give them the scoop on you, your company, your products and services, and what sets you apart from your competitors. Be creative with your landing page. Banish the boring and anything that reeks of “old.” Include lots of up-to-date images and clickable, engaging content. Put an email address at the end of your articles so call-shy young consumers can reach out electronically first. Finally, call on your satisfied customers. Include online testimonials that use “younger” terminology that speak to your brand’s excellence.

With any content, be honest. Millennials can spot a spin job a mile away. And that’s good news for a company focused on quality. Use your website and social media accounts to tell the story of your services and what makes them worth investing in. Millennials LOVE authenticity. Is your product handcrafted? Tell them. Show them images or, better yet, videos of how it’s made. Upload a video of you installing the product by hand. Share blog posts that reveal some information about who you are and why you do what you do. Show them you care and they’ll care about you.

Speaking of caring, millennials put a lot of value on social responsibility and environmental friendliness. Tell them what makes your product planet-friendly and how it contributes to a healthy home. Show them how quality, durable window treatments are not only money-savers over time but also are better for the environment. Are your products organic? Tell them. Will your window treatments improve energy efficiency in the home? Tell them.

Finally, millennials want products that are personal to them and their life. Show them how custom window fashions can be tailored to them, no matter what their needs are. How they can keep the kids from destroying their sleep on weekend mornings. How they can create a better environment for entertaining. How they can improve the value of a home. How they can express one’s signature style as they make a home look better and live better. Millennials are all about experiences, and custom window fashions set the stage for more meaningful, memorable experiences at home. All you have to do is show them how. V

Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for over three decades and formed her own business 18 years ago. Her motto? “We don’t work with jerks.”

TheMediaMatters.com Facebook: TheMediaMatters Twitter: TheMediaMatters Instagram: Tmm.Agency

Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for over three decades and formed her own business 18 years ago. Her motto? “We don’t work with jerks.”

TheMediaMatters.com Facebook: TheMediaMatters Twitter: TheMediaMatters Instagram: Tmm.Agency