2. Provide instant gratification
Millennials do not like efforts for which they will only be rewarded much later (perhaps). This generation wants instant gratification. Take this into account in your campaign. Are you organizing a contest? Do not postpone the results for a week, but if necessary, name winners several times a day.
Millennials are more engaged and cosmopolitan than older generations. For them, it is ‘cool’ to care about the planet, to fight sugars or to help coffee farmers to a fair harvest yield. They find it logical that if you take something, you also give something back. And that in the broadest sense of the word. They expect this from others, but also from the brands they consume.
You can play with that fact in your experiential marketing campaign. By linking it to a social goal, you increase the ' sense of urgency ' of the campaign and strengthen the image of your brand in general.
For millennials, it’s “cool” to care about the planet, to hospitals mailing list fight sugar, or to help coffee farmers get a fair harvest. They think it makes sense that if you take something, you also give something back.
4. Don't just focus on 'fun'
A powerful experiential marketing strategy is to use brand ambassadors. These are dedicated 'fans' of your brand who are willing to carry your brand message ' in person '. How powerful is that!? Because no one else can convey your brand message to millennials better than... a millennial!
With some creativity, many possibilities for active, meaningful interaction are conceivable. For example, invite a loyal fan or influencer to the head office and let him or her think along about a better communication and marketing strategy towards his or her ' peers '. Especially young people in the last years of secondary school or the first years of further study are up for such a 'guest marketeership'. In this way, you not only create a valuable 'attention moment' on social media (especially in the case of an influencer), but with a bit of luck you also gain unique insights.
5. Choose experience and authenticity over material things
According to researchers, millennials are less materialistic than, for example, the baby boomer generation. Sincerity, authenticity and honesty are more important values to them than owning a bigger television or car than your neighbour. It is not without reason that the Lean Cuisine campaign aroused a lot of sympathy. Moreover, millennials are looking for experiences, and not necessarily for things. The campaigns of Red Bull and Heineken are a good example of this.