Ok, first thing’s first: some of you think “millennials” are just people who are younger than you. That’s wrong. Millennials are people who were born between the years of 1981 and 1996, so many of the people who blame millennials for their problems are actually millennials themselves. That being said, you need to learn how to deal with us, and I’ve got some tips.
Focus on Quality
This is a big one, there are so many companies pushing half-made crap on us, that in order to make any distinction between your company and the next, you have to actually be better than them. If you make your product as good as it can be, or you make dealing with your company smooth and uneventful, millennials will remember that, and you will be their first choice every time. If you can somehow make quality goods/ do quality work every time, you will see immediate results. Look at Dunkin, they were known for watery coffee and rude service, but now they have noticed that more millennials go to Starbucks because the coffee is better, and they won’t have to deal with angry customers messing up their day. Dunkin saw this, and realized they needed to do better, so now they are improving the quality of their food & beverages, and focusing on customer service. Be more like Dunkin.
Millennials are constantly plugged into the internet, a vast majority spend hours a day on it, so when your company eventually does something ill-advised, steer into the skid. If you try and hide behind PR stunts and prepared apologies, millennials will tear you to shreds on social media, blogs, and maybe even real life. We care about genuine apologies, so if you plan on giving one, don’t write it with a lawyer present to save you from litigation, don’t pass it off to an intern, write it yourself. Case in point: BP. That apology is so well known, and such bullshit, that South Park parodied it. Do you want your company to be remembered as “the one with the bad apology no one believed”? I don’t think so.
Embrace Memes, But Don’t Make Them Yourself
Memes are widely-known internet jokes, usually in the form of pictures with text. These images are spread rapidly across the internet, and after a certain amount of time, retired. This is the mistake I see too many brands make: they overestimate the life of a meme and try to milk it past its expiration date. This makes them look out-of-touch, old, and uninformed. Don’t do that. My advice: find memes others have made about your brand and repost them, and give the creators credit. This makes your customers feel connected to your brand, and that you’re conscious of their needs.
Make Them Feel Connected
This is the million-dollar question: how do you make someone feel something? If your customers get something from using your product or service, they will keep using it. For example, if your company donates to a charity they’re passionate about, they will be more likely to support you. Other things you could do are 1) post pictures of things that make you laugh on your social media. This will humanize your company, and will hopefully make customers laugh too, which keeps them coming back. 2) Do your best to reward the loyalty of your customers, make a rewards program for your store or product; that way they keep coming back to get the reward, and feel good that they got something for their loyalty. 3) Make sure to treat your employees properly. If word gets out that your employees love going to work, and they love what they do, not only will more millennials try your product, your quality of life will go up due to high employer morale. Have Employee Appreciation Days where you bring in food and drinks, take some pictures or video, and post it on your social media and blog accounts. If your company is viewed as a fun place to work, and there is video evidence that doesn’t look staged, you will find millennials taking notice.