Effectively Advertise to a Millennial Audience
“ Only 15 % of small businesses across all industries market to the millennial buyer. The main reason being lack of budget (26%) to doubts that marketing even works on millennials (7 %) believe millennials are turned off by marketing or sales pitches. Additionally, many 25% small business owners just don’t believe Millennials are key buyers in their industry.”
Because of this, businesses that are looking to reach this young generation may be surprised to know that print advertising is a cost-effective way for small businesses to reach a millennial audience because it directs Millennial customers to your website or business. In fact, studies show that most millennials are turned off or ignore online advertising but pay particular attention to magazine, direct mail and even coupon advertising that can be found in newspapers or inserts.
Most People Prefer Print To Digital
Studies done have concluded that even digital natives have a strong preference for printed literature. This is surprising considering the massive amount of time they spend online. Actually, when it comes to advertising print is the first “ touch” in driving people to your product or service. Being able to reach out and touch an ad actually makes it resonate in deeper parts of the brain so that the viewer is able to recollect and remember the brand image better later on.
Be it a display ad or an article; they are looking for something that “speaks to them.” Print does this. Even more, astounding it’s a great way to reach audiences like Boomers and Millennials that are hard to target because they are either too expensive or you just are not sure how to efficiently capture their attention. As shown by the Association of Magazine Media, an astounding 91% of people of all ages read magazines regularly.
For small businesses to reach a millennial audience successfully it is important to make sure that the call to action in your print advertising campaign tells your audience what you want them to do and then directs them to your mobile-friendly site.
“As a general rule, millennials are willing to spend more money for higher quality and unique products, which gives you as a small business owner a distinct advantage.”
What Type Of Advertising Do Millennial Business Owners Choose?
“68% of millennials say running their own business has been more profitable than they expected and 50% say their profits have increased over the past 3 to 5 years. A third of all self-employed millennials are running start-ups, compared to just 9% of self-employed Baby Boomers. A quarter of self-employed millennials say their businesses rely on technology that did not exist 20 years ago.”
Digital forums and Social networks are not just a place to post selfies. Millennial business owners are skilled online advertisers who have years of experience in the digital world. Forums like Twitter, Instagram and Facebook have changed the way the world works and advertisers and the millennial generation has to lead the way. Millennials have been networking online for much of their life so it comes very natural to them. Most Millenials are very aware of how to take pictures and create posts that are both informative and visually appealing which is a huge plus when there is a lack of budget for additional expenses like advertising.
In most cases, it is beneficial for any size of business to incorporate several different types of media into their campaign. Cross channel campaigns typically perform better and reach a broader audience than just focusing on one thing. For thrifty advertisers can be just the media to help add legitimacy to a brand but also not use up an entire budget.
Ideally, it is a good idea for any business owner to consider adding informative content to their websites that show their audience that they are an expert in their field. While Millennials like to think of themselves as especially tech-y, Boomers and Gen Exer are quite adept at online researching and vetting. Let’s be honest, everyone thinks they are an expert these days, and they expect you to be one too. Millennial Business Owners will be happy with the SEO benefits that come from that added website content. Keywords help search engines find you, and once a post is up there is no additional work, just clicks. For someone with more of a lofty budget, paid promotion for published content from tools like Outbrain can be a great resource.
As a young generation that was dealt a bad hand in the economy, they were, however, fortunate to reap the benefits of a childhood that primed them to understand the basics of advertising and marketing their own brands with today’s modern technology. Consistency and selecting a few focuses that will provide long lasting results is a great way to manage this lofty project.
Doug is very trustworthy and a good networker!
- Director of Franchise Development NaturaLawn
Print advertising on a national or regional level also is a great way to spend Co-op dollars as it allows for a broad reach but low budget spend. Unlike For Regional and local opportunities, surprising to most people, is that in some cases recognized publications do offer advertising opportunities for franchises that are not registered nationwide. “USA Today allows us to place regionally and nationally targeted franchise development campaigns to specific statewide regions including the Carolina’s, Ohio, Georgia, and Tennessee.”
As a first time client of The National Enquirer, I would like to express my gratitude to Josh Padro for patiently listening to my advertising needs, and the impressive ad which he produced. As the owner of several companies, I deal constantly with various newspapers who always attempt to maximize their revenues off your account, even if it is not warranted. Josh on the other hand stated that he suggests that initially take it one step at a time to determine our target audience. I will be a repeat client of The National Enquirer due to Josh's advertising expertise, as well as his personal attention he has displayed.
My customer experience with Kim Ridgeway, Senior Media Sales Associate with Russell Johns has been excellent. She is a great listener, listening intently, asking questions, and demonstrating she cares and wants to provide the right advertising solutions. She has proven to be very honest and transparent, resulting in my opinion that she truly cares about the customer’s happiness and satisfaction. In one search, my department was required to change issue dates, and Kim and her team showed great flexibility and adaptability and promptly adjusted to new expectations. On a more personal level, Kim conveys a friendly and caring demeanor while maintaining a high level of professionalism. Finally, she has consistently responded to my communications promptly. For all these reasons, we have been extremely satisfied working with Russell Johns!Mary Raz, EdM, SPHR, SHRM - SCP | MSO – Academic Personnel, HR, and Operations Department of Family and Community Medicine
Kim--You are one impressive lady, let me tell you! I'm amazed at how you keep track of wayward clients like me. Thanks for prodding me. I'm going to see my geologist friend out west in a few weeks. We'll be plotting our next move. We've found some small concentrations of gold. All depends on whether the price of old rises.I'll be in touch about any possibilities. I hope you know that the ads I placed through you did bring a lot of response.Mexivada
Kim Ridgeway has been our sales associate for several years. Her experience in the field has been excellent . Making sure our ads are posted on time and very quick response with any changes that need to be made. I have enjoyed working with her over the years. Highly recommend.University of Tennessee Health Science Center Department of Family Medicine