Forget the stereotypes for a second and let’s get down to the facts: millennials are young, modern and extremely tech-savvy. This group is constantly being analyzed when it comes to how to make them happy in the workplace, their impact on the economy and, of course, how exactly to market to them. These some 80 million people are dominating the conversation when it comes to generational behavior and, in particular, how exactly their influence on digital technology will drive the future. This is the generation that grew up alongside the rise of the Internet, so what makes anyone think that print – and more specifically, direct mail – could still be relevant? Read on to find out.
This particular group of people is actively drowning in an over-saturation of digital media. Yes, they are allegedly glued to their phones and constantly plugged in, but through this dependence have also become trained to fend off the onset of ads, endorsements and other marketing tactics that are steadily being thrown at them. It has officially become second nature to exit out of unexpected pop-ups, look away from a 15-second commercial before a video plays or just blatantly ignore any and all efforts to capture their attention. Direct mail is the complete opposite of digital’s perpetual need for recognition – in fact, direct mail really only demands a few seconds out of one’s day. Interested? Take a look. If not, go ahead and toss it. Simple enough, right? The end goal might be the same, but the delivery of print is something wildly different from the norm when it comes to marketing to millennials. This concept on its own could just be what sparks the right amount of interest when attempting to draw them in.
Once again, millennials have grown up with technology. They were there when flip phones first came on the market and they witnessed first-hand the evolution of Apple products. This is a big deal. They learned and integrated into the digital age when they were kids and are now early adopters when it comes to the next big thing. There truly is an emotional connection embedded within this generation – think about it, this group was the last to progress through childhood without the complete dominance of technology breathing down their backs. Things as simple as CDs, VCRs and home phones target a sentimental reaction to the “good old days” way back in the 90s. E-mail was just finding its feet, and kids still received fun and unexpected pieces in the mail the old-fashioned way. Mail and print remains a fun and nostalgic part of the millennial childhood – back when the reign of magazines, handwritten letters and the dreaded physical report cards was still alive and well.
Don’t get us wrong – digital is far from irrelevant in the modern world. Quite the opposite, in fact. We can all agree that it isn’t going anywhere anytime soon, but the infiltration and tyranny of digital marketing is becoming a major issue. However, at the end of the day, the Internet is still an amazing place when it comes to information gathering. So why not send millennials there via print? Direct mail is a quick and seamless introduction to a multitude of topics, causes and calls to action – a literal foot in the door of your consumer’s home. The tech world is running rampant with trends such as QR codes and interactive mobile applications; don’t be afraid to take advantage of them once you have your audience’s attention. Integration is a great way to keep things interesting while still using the most up-to-date technology in order to add something special to the user experience.
The media tells us they’re entitled, spoiled and completely aloof. Regardless of the opinions and assumptions, the era of the millennial is here. If you want to be successful, brands have no choice but to recognize and understand what this generation wants in order to deliver the right message at the right time in the right way. That’s where we come in. Take a look at the services we provide when it comes to direct mail, fundraising and other various integrated marketing efforts. Your message is our mission, and we’re ready to target those coveted millennials you’ve been dying to reach with the best solution possible.