Millennial are now the key targets for many brands. Wal-Mart experimented with a Virtual Toy Store wherein passers-by were presented with 3 D images of toys which they could purchase by scanning the QR code with their smartphones; eye care brands are allowing users to virtually try out a pair of eye glasses before purchasing them; online retailers offering customizable products that allow customers to customizable products with modular components; clothing brands using augmented reality imaging to develop Memory Mirror that shows you how the clothes will fit and also let the shoppers change outfits with the swipe of a hand; Real Estate companies using a 3D walk through to showcase properties and so on.
Brands are trying to give a unique experience to the prime spending generation who have a different way of buying. Let’s go through some brand campaigns who were able to engage better with Millennials:
Started with the idea based on making scanned menus available online for use by everyone,
Zomato is going very apt on its strategy of helping the users make easier and better decisions about where they should go to eat. Adding to the convenience factors, like online ordering, table booking, cashless transactions, food reviews, place reviews, best of the week, new restaurants’, happy hours, a quick search of a restaurant for any type of meal; Zomato has made the life of Millennials easy. One of their advertisement, ‘Spend more time with mom’ with the concept revolving around spending more time with one another, instead of kitchen. The advertisement features a young boy who gives his mom a surprise visit and orders food online so that he can spend that time with his mom. The generation of Millennials today spends more hours in their offices than at home with their families and the brand message works very well in context to the same.
Known for creating a hype from their new launched and innovative campaigns,
Nike definitely knows about how to market its products to Millennials. To create the right demand for their exclusive product range, Nike has rightly captured the art of making their product more desirable. Exclusivity is something that is a priority amongst Millennials when it comes to shopping. Also, in this era of athleisure, Millennials believe that exercise is essential for health. The latest Nike+ app acts like a personal trainer with almost 100 plus workouts with visual and audio guidance to make you fitter and stronger. Helping the fitness enthusiasts by creating a personalized training plan for them, they can also share your latest milestones with your friend along with customized pictures. From just being Sneaker Company, Nike has evolved as a complete lifestyle company giving its customers the ‘individualization’ that they look for. Nike has innovated its products with the changing customer preferences. Giving the feeling of a refreshed athlete, Nike makes its customers feel that they can just do it!
When
Ford launched its Figo Aspire, the car was designed to attract modern and young Indians who have high aspirations. The advertisement of Ford had Farhan Akhtar as its brand ambassador and had interviews on inspirational journeys of Phanindra Sama, Co- Founder and CEO, Redbus.in; Rajat Tuli and Rahul Anand, Co-Founders of happilyunmarried.com etc. The #WhatDrivesYou campaign by Ford was on the right track and successfully positioned itself as a compact sedan by young Indian minds.
Airtel with its open network initiative has taken a step ahead in establishing complete transparency with its customers. Opening the mobile network information and involving the customers to take charge of the network issues through their feedbacks and be a part of the solution, Airtel is in line to give a great experience to its users. Millennials wants the brand to be transparent, this step by Airtel could be in the right direction.
Brian Tellis, Co- Founder and Group CEO Fountainhead Marketing recommends that it is extremely important to speak with Millennial' in a language that they speak. Creating experiences, thinking out of the box and presenting it in a format that not only gives them information, but assists them in the going forward is the need of the hour. India is a fast growing economy and customer spends have increased tremendously. Millennial’ is one of the largest real segments that brands’ need to woo. Equally importantly, hard sell needs to be strongly laced with 'romance in the communication’.
Samira Chopra, Director, Cybiz BrightStar Restaurants shares, ‘In the contemporary scenario, it is mandatory for every brand to engage with Millennials. At Carl's Jr., Millennials come across as a huge target audience. Young girls and boys are aspirant customers who want to experience premium quality food with the quirky ambiance and best offered prices. The Gen Y tries new things, whether food or clothes only when they are psychologically and socially inclined to the new trends and food trending places in the country. I feel Zomato has been doing great job by connecting new customers to both newest and existing players in the market. As an aggregator and discovery platform, it not just increases the brand value by introducing new brands to existing customers in the market but also shows new options to the customer. For us services like home delivery which Carls Jr. has recently began which has been facilitated through Zomato and it’s an amazing push for the brand and adds value to the service being offered.’
Thus, the generation of Millennials surely has a higher expectation as compared the prior generation and they value transparency and favor convenience over price. The brands definitely have to work harder to attract and keep this segment of customers.
