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Millennial Marketing: Make Your Campaign Count

Posted on: May 28 2015 | Posted in: Client Help

It’s no surprise New Orleans thrives on the tourism industry. What may be surprising, however, is the impact Millennials have on that industry. According to Travel Weekly, they are the  up and coming “It” generation for the travel and tourism industry.

This generation travels and frequently with 66 percent saying travel is an important part of their lifestyle. Most simply defined as 35 and under, this generation makes up 25-percent of the current population and 39-percent travelers.

While Millennials love to travel, marketers need to know some important key factors about this generation. Here are a few highlights:

  • They take more trips per year, but 77-percent are more likely to take small, quick trips
  • 23-percent book a trip less than a week out
  • 85-percent check multiple sites before serving
  • 38- percent book online, which is more than double the rest of the population
  • 52-percent use smart phones during their trip to select destinations
  • They spend less each trip but are willing to spend money on what they think is important
  • They value the experience: entertainment and adventure are key
  • Brand loyalty is not important – it’s all about the best experience at the lowest price

So what does this mean for marketers?

1.) Be Authentic: They don’t want to be over sold. Studies show Millennials want something real, authentic. Make your message personal. Millennials like feeling connected.

2.) Listen: Don’t talk at them; be a part of the conversation. Show you’re listening and engage with them both on and offline.

3.) Be Innovative: Don’t be afraid to think outside of the box. Show your fun side, your carefree side, your caring side; show what makes your brand special.

4.) Get Involved: They appreciate brands that care about more than just the bottom line (and have said they are willing to support brands that stand for a cause even if it costs more. Starbucks, anyone?)

Effectively reaching Millennials through marketing is no small feat. And remember: while the best place them to reach them is online, don’t forget you’re being graded on personal interactions too!

 

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