The 13 to 21 year olds in the group (which includes up t age 26) influence 81% of their families apparel purchases and 52% of car choices, according to The National Retail Federation. It is a great customer group if you can catch them. So how do you do it? As with any market segment, you need to understand what they are looking for and how to talk to them about it.
Experience
Gen Ys are all about experience. They really do not want to be told what to do or why something is good or right for them. They want to know that a product will provide them the opportunity to experience the benefits for themselves. The message? Do not tout your products features and benefits. Instead, invite the Gen Ys in your audience to experience those benefits themselves. Use images that show Gen Ys using your product to enhance their enjoyment or productivity or family experience. For example, if you sell coffee makers, include pictures of Gen Ys relaxing on a cabin cruiser, with a cup of coffee in hand, and your coffee maker gracing the background. Or if you sell cotton shirts, display an image of a Gen Yer holding a sleeping animal baby to show how comfortable the fabric is to wear.
Truth or consequences
Do not engage in hyperbole they will find you out and do you in. A world of research is at their fingertips.
Get endorsed
Gen Ys are the penultimate social networkers. Email is too stodgy they IM and Twitter. They pay attention to what their friends are saying. Get your message onto blogs, get reviewed by good review sites, give discounts for bring-a-friend purchases, and ask for online customer reviews.
Get Green
Gen Y is the green generation. They really care about what is going to happen to the planet they are inheriting and have low tolerance for those who still have not gotten the message. Even if you do not necessarily sell a green product, you can operate in a green way and take pride in it. Use recycled packing materials. Strive for a paperless operation and talk about in the earth-responsible section of your website.
Marketing Venue
Did you know that 94% of the Gen Y generation own a cell phone? You need to advertise in a way that works on that mobile screen. This may mean reformatting your site or building a sub domain that works for mobile instruments.
Read about it
You are online, they are online. They are a huge market. You need to know everything about how to make your product attractive to this population so get out there and start reading about Gen Y habits then figure out how to speak to them.
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