Millennials don’t buy products, we buy ideas and identities. Look at Nike, their infamous saying is “just do it.” Their pitch has nothing to do with quality, comfort, or even athletic performance. Nike sells an identity. This identity was so ingrained and sought after by millennials that Macklemore wrote an entire song about the consumerism culture surrounding their products.
Another product that has a great millennial marketing campaign is HTC. I’ll never forget when I first saw their commercials “don’t get a phone, get a phone that gets you.” It was the best SEOcopy (search engine optimization for non tech nerds)marketing pitch I’ve ever seen. People shared the commercials and liked their page. Their facebook page alone has 5 million likes, in part because of their effective campaign.
Even the USMC (United States Marine Corp) pulled out the big guns to market to our generations with their “pain is weakness leaving the body” tee shirt sold at Sears. If you walk into a gym in any town, chances are you will see this slogan on at least one millennial’s tee shirt. It’s an idea any athlete or health enthusiastic can identify with. What better recruiting tactic can you have than to appeal to athletes across the board?
Traditional companies are going to have to step up their game if they want to sell to millennials. Business will be seeking professionals, like me, who write SEOcopy to take a marketing campaign to a viral post seen round the world. It’s the only way to reach this tech savvy generation.