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There are now more than 80 million Gen Y consumers potentially eligible to drive. This represents about 40 percent of the car-buying public. Traditional brand experience techniques—relying on advertising to position yourself, or scattering press releases to the wind, hoping for coverage—just don’t work with Millennials. The nearly incomprehensible glut of voices struggling to be heard makes it more difficult than ever to be noticed. Interruptive methods fall on deaf ears. Hard sells fail.
You can fix that with a little knowledge—and a ton of innovation.
A brand’s ability to reach Millennials requires an understanding of the social and psychological factors that shaped the generation. Being connected to the entire world from an early age has given them an uncanny ability to ignore the noise of useless information. Technology has literally shaped their brains, and interruptions are like playa-haters: easily brushed away. Your offers are automatically irrelevant unless you prove yourself attention-worthy.
Brands are spending more on media buys but seeing less ROI. Messages just don’t cut through like they used to. Brands must develop innovative brand experiences via tools that a consumer will actually use. And they should be free. And these gifts must be optimized for the web, mobile, social media and whatever comes next.
Useful, engaging, well-designed, thought-provoking, original, integrated tools all have the potential to position your brand as knowledgeable, trustworthy and cool. These are the kinds of things that make people want to hang out with you in real life. Don’t think for a second that Millennials don’t judge your brand by the same criteria. You have to give them a better brand experience than they can get anywhere else.
Here’s how to stand out without trying too hard:
- Give them a better process, not another product. Millennials view car brands through three lenses: familiarity, quality and interactivity. A sexy new model will not guarantee success. Brands need to integrate across platforms Gen Y uses most—web, mobile apps, social media. Millennials have important lives to live, and it’s your duty to adapt.
- Make sure your content has something to say and that your tools do something real. Gen Y will not be buying what you’re selling. They’ll buy what you make and what you stand for.
- BUILD SOMETHING GREAT. Like Daydreamer.
To be successful, brands must reflect an understanding of these insights, keep clutter and messaging noise to a minimum, and never lose sight of groundbreaking design, innovation and utility. The right way to do this requires a visionary approach, along with strategies that provide users with innovative experiences across multiple platforms. Brand experiences must now demonstrate utility to consumers and integrate with their lifestyles and values.
This is what we challenge ourselves to do every day. Our updated “Digital” is Dead 2 guide will help you understand how to deliver a more effective brand experience to consumers in a noisy, multiscreen media environment. We take you through the history of predictive and unpredictive interaction models and give you the knowledge you need to build meaningful relationships with consumers through useful, integrative and innovative brand experiences.