WFA 2017 - Marketing to Millennials

  • Published on
    11-Feb-2017

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  • MARKETING TO

    By: Cassie Roberts

    MILLENNIALS

  • ABOUT ME

  • ABOUT SAFFIRE

  • PRINT-AT-HOME TICKETS

  • ADVANCE TICKETS

  • SCANNING PRE-SOLD TICKETS

  • AND SELL AT THE GATE

  • WELL SEND THE SLIDES!

  • BIG REVEAL

  • IM A MILLENIAL.

  • WHO IS WITH ME?

    Born: 1980-1995

  • I TAKE SELFIES.

  • I HAVE A SELFIE STICK.

  • I CAN DO A LOT AT ONCE..

  • 18 HOURS A DAYMillennials including myself spend about

    consuming media.

  • 2 hours

    12:00pm-2:00pm

    3 hours

    1:00pm-4:00pm3 hours

    1:00pm-4:00pm5 hours

    12:00pm-5:00pm

  • I SNAPCHAT.

  • LETS SEE MY GENERATION ON GOOGLE

    IMAGE SEARCH: MILLENNIAL

  • IN MY SHOESTo be a millennial is to constantly hear about how awful your generation is.

    And to feel the need to agree, kind of politely.

    Because you want that person to like you.

  • THOUGHTS ABOUT MILLENNIALS

  • ALL MILLENNIALS ARE LAZY

  • MILLENNIALS AT WORK Want to do something that is challenging Many millennials dont think their skills are utilized

    Want to work for a purpose/cause 6 in 10 millennials said a cause is the reason they choose their job

    Want to contribute to the greater good

  • UNINTERESTEDWithout these challenges, millennials often appear

  • MILLENNIALS ARE POOR

  • UNEMPLOYMENT RATE

    I graduated college I started grad school.

  • AVERAGE STUDENT LOAN DEBT

  • STUDENT LOAN INTEREST RATES

  • MILLENNIALS ARE KNOW IT ALLS

  • TECH BOOM Heavy researcherswant to look something up and prove the truth

    Natural skepticslike to find it out ourselves, because we usually can

    in seconds (even on the go from our phone)

    Most educated generation formally and with current resources

  • MILLENNIALS?SO HOW DO YOU REACH

  • MILLENNIAL MARKETING AUTHENTIC

    MOBILE

    EXPERIENCE-BASED

  • 1FOCUS ON

    AUTHENTICITY

  • OUTBOUND MARKETING IS OUT Each person absorbs around 2000 outbound marketing messages per

    day. Whats our response?

    Creative ways to block: caller ID, spam filtering, TiVo/DVR, satellite

    radio, NetFlix, Spotify, etc.

    Millennials are most likely to follow these trends

  • MILLENNIALS CUTTING THE CORD

    OCTOBER 2016

  • I HAVE CABLE FOR ONE REASON

  • Apple TV + Sling=No Cable!

  • INBOUND MARKETING IS INMillennials are most loyal to businesses that improve their customers

    lives with informative content.

    How to information, especially with live video

    Industry buff-thought & leadership expertise

    Brand Ambassadors/User Generated Content

  • MAC COSMETICS

  • TACO BELL Started millennial Word of the Day campaign, to speak

    millennials language

    IDEA: People ages 18 to 34 will perk up when hearing or reading

    words that could have come from the mouths of their peers, as these

    messages warrant comfort and trust.

  • ON FLEEK

  • BRAND AMBASSADORS Includes an element of testimonial & review

    Can be a great way to get video of someone enjoying your brand!

  • EXAMPLE AMBASSADOR PROGRAM1. Goal! Moms of the Fair

    2. Begin 6 weeks prior to event

    3. Must Post something each week (example)

  • EXAMPLE AMBASSADOR PROGRAMHave you purchased your mega pass for the Super Fun

    Fair? $35 for 5 days of unlimited rides! My kids cant

    wait to see what the carnival has in store this year! I

    got my tickets on their website!

  • EXAMPLE AMBASSADOR PROGRAM

    The fair starts on Wednesday! We plan to go at 3

    pm. I heard they have a couple of new acts!!

    Whos all going?

  • SPONSORED AMBASSADOR EVENTS Host an event before or during

    your main event

    Invite local ambassadors-

    local celebrities or even fans

    who have a lot of followers

    Create a VIP atmosphere that

    attendees will want to share

  • NEGOTIATE NUMBER OF POSTS Include the number of social posts in which

    the ambassador will mention you

    Give away tickets, food vouchers or

    whatever you can in exchange

  • @EatingATX

  • USER GENERATED CONTENT

    92% of consumers trust online content

    from friends and family above all

    other forms of brand messaging

    50% of consumers find UGC more

    memorable than brand produced

    content

  • BEN & JERRYS

  • #ShareaCoke

  • RODEO ROCKSTAR

  • RODEO ROCKSTAR User-generated content

    Inclusion of video

    Involve young people

  • 2FOCUS ON

    MOBILE

  • 85% of millennialsOWN A SMARTPHONE

  • MOBILE USAGE

  • DESKTOP=MOBILE

  • GOOGLE LOVES MOBILE

  • Instagram vs. Snapchat

  • INSTAGRAM EDGES OUT # OF USERS

  • YOUNGER USERS?

  • SNAPCHAT BEST FOR STORIES

  • USES FOR BOTH STORIES FEATURES?

  • SNAPCHAT GETS MORE MOBILE

    MINUTES

  • BETTER FOR ADS?

  • INSTAGRAM ADS Launched in September 2015

    Uses Facebook ad targeting!

    Huge reach, especially to the millennial market

    Only way to add a link is through a paid ad

  • Quick Adoption $1.85 billion in Ad Revenue from Instagram in 2016 on track

    to be $6.8 billion by 2018

    75% of Instagrammers take action after being

    inspired by a post

  • Connecting Accounts

  • CHOOSE YOUR OBJECTIVE

  • SELECT INSTAGRAM

  • WHAT TO POST Behind-the-scenes shots & videos

    Repost shots from fans

    Timely posts

    Funny posts

    Contests & giveaways

  • INSTAGRAM BUSINESS ACCOUNT

  • THE PLUSES & MINUSES PLUS - Insights on your Followers

    PLUS Insights on your Posts

    PLUS You can create ads from within the Instagram App!

    MINUS Just like Facebook, they may start limiting your presence in your

    followers feed without paid advertising

  • INSIGHTS

  • Straightforward way to do an

    Instagram Ad, without having to go to

    Facebook!

    Not as many targeting options as using

    Facebooks Ad manager, but still can

    define & save custom audiences based

    on Instagram insights

    INSTA ADS

  • GO INSTA!

  • SNAPCHAT ADSAds on Snapchat are EXPENSIVE! (At least right now)

    A one-day discovery pane ad is $50,000

    Sponsored lenses can be as much as $750,000!

    Snap to Unlock Codes- believed to have the 2nd

    lowest point of entry, exact cost unknown/probably

    varies in the low $1000s

  • SNAPCHAT GEOFILTER-CHEAPEST!

  • SNAPCHAT GEOFILTER

  • Cassies Wedding Filter

  • GET THE WORD OUT Post about Snapchat on other social media sites

    Encourage Fans to use your Snapchat filter and share their Snaps with you-

    contesting is coming!

    Repost your Fan snaps on your Story

  • IDEAS FOR SNAPCHAT Post snaps to my story so everyone following you sees

    Live for 24 hours

    Show people new event features

    Send out behind-the-scenes photos and videos

    People can post a Snap of themselves at your event and send to you for a deal

    Snapchat them back with a coupon

  • TIPS FOR SNAPCHAT Dont post all your snaps at once Unlike other social networks, there is no best time

    to post.

    Post regularly to keep your content near the top of

    the story feed

    Incorporate humor and current lingo

  • USE VERTICAL VIDEO Big brands, like AT&T & NBC have noticed an 80% increase in ad

    completion when videos are vertical

    Snapchat users watch 10 Billion videos daily mostly vertical

    YouTube recently updated its interface to allow for full-screen play

    of vertical videos

  • SPEAK MILLENNIAL WITH EMOJIS!

  • EMOJI=PICTURE LETTER

  • EMOJI MARKETINGThey say a picture is worth a thousand words and emoji are just the

    next evolution of communicating!

    Emotion is more effective than text by a factor of 2 to 1

    Include in social media marketing

    Big brands are already in!

  • LOOK FOR AN EMOJI CONNECTION Use emojis that relate to your brand

    This was retweeted over 150k times!

  • International,

    multi-cultural

    Symbols are a

    universal language

    Personal expression of feelings

  • FAIR EXAMPLE Emoji Marketing

    Timely

    On Instagram

    Catchy Hashtag

    Millennial Lingo all the feels

  • ECOMMERCE ON THE GO

  • IN 2 HOURS.

    GET WHAT YOU WANT

  • MOBILE ECOMMERCE

  • MOBILE ECOMMERCE

  • MILLENNIALS WANT DISCOUNTS

  • EVERYBODY LOVES A DEAL

  • 3FOCUS ON

    EXPERIENCE

  • ___________EXPERIENCE

    THINGS

  • POWER OF POSTING For millennials, posting about a cool experience is often cooler than

    the cool experience itself!

    What will your event look like on social media?

  • AUSTIN CITY LIMITS

  • THE LINE

  • ON GOOGLE

  • ON SOCIAL

  • MY FRIENDS

  • VIDEOTO MILLENNIALS

    IS OFTEN THE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE

  • PICS OR IT DIDNT HAPPEN

    VIDEO OR IT DIDNT HAPPEN

  • 300 HOURS A MINUTEUSERS ARE ADDING

    OF VIDEO CONTENT ON YOUTUBE

  • Facebook Live

  • WHY GO LIVE? Video posts have 135% greater organic reach than photo posts-8 billion live

    video views/day

    Thats a 50% increase in 2016 compared to 2015

    People spend 3x longer watching Live video compared to non live video

    Builds trust & Increases authenticity-feels real & unedited

    Facebook is giving priority to videos!

  • TIPS FOR FACEBOOK LIVE1. Promote that youre going to broadcast with a post

    2. Start with a warm smile and a few inviting welcome sentences

    3. End with a call to action

    4. Advertise/Boost your videos just like your other posts

  • MAKE MILLENNIALS SPECIALTAKE ADVANTAGE OF PICS/VIDEO OR IT DIDNT HAPPEN!

  • VIP EXPERIENCE Backstage tours

    Exclusive meet & greets

    Pre-event sneak peeks

    Private clubs/restrooms

  • VIP SEATING/BOX SEATS

  • USE AS GIVEAWAYS/OFFER CHEAP

    NOT ALL ABOUT THE $$$

  • POWER OF POSTINGREMEMBER THE

  • WHY MILLENNIALS?

  • AND WHAT IS THERE NOT TO

  • FREE ONLINE MARKETING TIPSWebsite www.saffire.com

    Facebook www.facebook.com/TeamSaffire

    Twitter @TeamSaffire

    Instagram teamsaffire

    Pinterest teamsaffire

    YouTube saffirestudio

    Questions?

  • Cassie Roberts Dispenza

    cassie@saffire.com

    www.saffire.com