Tag: marketing to millennials

Millennials and Targeted Advertising

Clairemont InternBlog, Marketing, Raleigh PR Agency, , , ,

As brands and businesses embrace social media advertising, advertisements are evolving into sophisticated, systematic machines. Targeted ads are becoming increasingly popular across social media platforms, including Facebook, Instagram, Twitter, Snapchat and Pinterest. However, how effective are they with millennials?

After conducting qualitative research – observations, interviews and a focus group – in a recent Ad/PR Research class at UNC-Chapel Hill, my team and I uncovered some surprising discoveries about millennials’ reactions to targeted advertising.

  1. Perceptions and Reactions
    Research revealed that participants had a negative or neutral perception of targeted advertising. Those who viewed targeted ads in a more negative light were mainly concerned about the privacy implications and companies combing their search history or tracking online behavior. In turn, these concerns lowered the consumers’ perception of a brand or company. On the other hand, many participants remained relatively neutral and simply scrolled past targeted ads on social media. Consumers’ opinions about brands and companies were not changed. They were not bothered by the presence of targeted advertisements but also did not pay them much attention.
  2. Privacy Concerns
    Although companies are not breaking any laws by how they target consumers, all participants were aware of the privacy concerns related to targeted advertising. Many felt as though everything on the internet is already public anyway, so they did not mind that companies were using their data to create ads. Overall, the millennials in our research felt as though the benefits and convenience of targeted advertising outweighed the privacy implications.
  3. Targeted Advertisements and the Likelihood of a Sale
    We expected to see a more direct relationship between targeted advertising and the likelihood of a sale, but our findings did not confirm our hunch. Instead, research suggested that targeted advertising is very effective in reminding millennials of a product they had previously viewed. In other words, targeted ads keep a product constantly in the viewer’s mind whether they decide to purchase it or not. The effectiveness of targeted ads greatly depends on consumers’ shopping habits. For those that regularly shop online, targeted ads effectively remind consumers of the product they had previously viewed, which could potentially expedite the buying cycle. However, for those that rarely online shop, targeted ads proved much less effective in getting their attention.

Alienate or Communicate?
Although millennials may have mixed reactions to targeted advertising, a few key findings can inform future ad campaign strategies. Our research suggested that there may be room to expedite the buying cycle for those that regularly shop online by providing reminders of previously viewed products. Additionally, since many consumers have privacy concerns with targeted advertising, companies should aim to be more transparent about how they are using a consumer’s information to target them.

Looking for more? Learn how to use coopetition to boost your marketing!

Written by Emily Deason, junior at the University of North Carolina at Chapel Hill.

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How to Engage Millennial Diners

Cherith AndesBlog, Restaurant PR + Hospitality PR, , , , , , , ,

As consumers, millennials pack a punch.

Not only is this burgeoning demographic considered the nation’s trendsetter, it’s also projected to spend a whoppin’ $200 billion annually starting in 2017.  Exploratory and brand-loyal millennials foster repeat business; nearly 70 percent say they will return to a favorite brand. Once you have their attention, you have it for life.

Armed with social influence and financial means, millennials have the power to put an eatery on the map and keep it there. But the traditional staples of business — good product + good service — don’t translate anymore.

What strategies do we need to win the hearts (and wallets and tweets) of these thought leaders?

Create an old-fashioned social.

millennials diners being social
Stacey Sprenz Photography

For a generation who is always connected to social media, it may seem counterintuitive, but millennial diners prize relationships over products. Restaurants can create an appeal by crafting open, social spaces, such as a chef’s table that fosters cross-group conversation. Large, hefty meals are a thing of the past. Research shows that millennials prefer several smaller, sharable plates and snack-style options that can be passed among friends. Think tasting party, not formal feast.

Highlight the exotic.

Ditch good ‘ole vanilla—unless it’s paired with something like sriracha. The adventurous millennial palate prefers exotic flavors, extreme textures, dramatic flairs or unexpected twists in dishes. This is the perfect opportunity for chefs to showcase house specialties, rare ingredients, new prep methods and one-of-a-kind creations. Highlight options that may not be found in other restaurants, such as Clairemont client Il Palio’s unexpected sweet corn gelato, a surprisingly delicious combination of veggies and dessert.

Show, don’t tell.

Chef Teddy Diggs in kitchen at Il Palio
Courtesy of Jill Warren Lucas

As a generation that seeks authenticity, millennials want to see “what’s going on back there.” They’re deeply invested in the story of a business — ingredients, sourcing, preparation — and above all, they crave an experience rather than a product. So ditch corporate, packaged messaging and roll out the red carpet! Provide a sneak peek of new dishes, invite them for an exclusive tour of the kitchen or invite them to meet the chef (and his family, if he’s willing!).

Invite co-creation.

Millennials don’t consider themselves to be consumers; they see themselves as partners in creating the product. This demographic demands a hands-on, customizable experience that allows them to personalize, tweak and have input on the output. Explore creative strategies to invite millennials to craft a dish or experience, weigh in on menu options and provide feedback—whether via clever social media strategies or simple face-to-face conversation.

Keep talking.

Millennials not only talk to brands on social media, they expect for brands to talk back–regularly. Invest time and energy in your social media and online conversations.

restaurant social mediaAs Forbes aptly points out, “62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.” Don’t be afraid to be authentic online with millennial diners by including emotions, using trending hashtags and even tagging other fans. Proactively connect with customers by checking in on past Twitter conversations, updating diners on feedback or soliciting ideas for dishes. Keep in touch with these new friends of yours!

Want the next step? Find out how to engage with them at food festivals, too.

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