If you're targeting Millennial customers, give them authentic stories, not cheap discounts. According to a recent Ad Age article, "What separates Millennials from other generation is that they care more about the value, the quality of the products and the story behind it than just the cost." The best way to engage them is to be authentic, real, and unique in your storytelling. This is no easy task, as seen in recent survey results from Marketing Charts. The #1 challenge that top marketers have identified going into 2016 is "telling our story and standing out against competitors."
Beware of putting all the blame on your media if your efforts seem unsuccessful, rather than on your message, or the quality of content that you are pumping out there. There are other variables that may impact guest counts and comp sales, like operations, distribution, reviews, PR, percieved value, photography, word-of-mouth, trial/experience, vales/lifestyle match, ease of use, weather, gas prices, time of day, time of month, customer moodiness... Obviously, you can't simply tie sales results to your media mix. Instead, analyze all factors surrounding your communication - starting with 2 questions every marketer need to ask themselves before launching a new campaign or posting content:
1. Why would anyone care about this?
2. Why would anyone share this?
Simple right?! Keep it that way and keep evolving. Stick to the four T's and make this one T-rriffic year!
For more ideas like this, download the "Your Digital Identity" booklet.