Hardwood Floors April/May 2017

Marketing Across Generations (Continued)

Millennials or Generation Y (Approx. 1981-2001) About 75-80 million

The largest population in the workforce, Millennials, are not impressed by job status or titles, nor are they very loyal. Lifestyle is more important than money. Extremely tech- savvy and adaptable, they’re focused on self-improvement and career growth. They are also very inclusive, respecting others for their individuality and seeking independence as individuals themselves. Millennials need constant communication, engagement, and feedback. They want to feel connected to their community and volunteer often. Optimistic and high-energy, they were very busy as children and still want to be busy and involved. They’re polite, positive, respectful, and motivational in their communication, preferring digital mediums such as cell phones, email, voicemail, or messaging because these are more “fun.” However, they communicate important messages in person. Millennials don’t like being talked down to; they’ll be respectful of you if you’re respectful of them. Being humorous and showing your humanity will appeal to them. They respond well to positive words, action verbs, and visual imagery. How to reach them: • Maintain a strong digital presence on multiple platforms. • Be straightforward; use honest, hype-free messaging. • Research and adopt the latest technology trends; this generation is the first to adopt them. • Make sure your digital and online messages, flyers, and webpages are mobile-friendly. • Be creative to get their attention in their media saturated world. • Respond immediately to any queries or requests; they are used to instant communication. • Engage them in the process; Millennials like to be involved in their solutions. • Make the overall experience fun, pleasant, and rewarding.

How to Reach All Your Customer Groups The most effective way to market your products and services is with a carefully thought-out, strategically developed marketing plan. Looking at the demographics of each group simply helps you more easily identify your target markets, personalize your messages, and choose the right media. Acknowledging these generational differences in behavior, values, and communication can help your salespeople, marketing staff, and even customer service representatives better serve your current and potential customers.

Katrina Olson is a freelance writer and principal of Katrina Olson Strategic Communications. Reach her at katrina@katrinaolson.com

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