I have the pleasure of speaking at the upcoming 2014 Youth Marketing Strategy conference in New York City on June 12th. I'm honored to be sharing the stage with thought leaders from the likes of MTV, Mashable, and Facebook/Instagram. In preparation for the conference, I was interviewed about marketing to Millennials. The questions were so rich and thought provoking, I had to share.
- From a company culture perspective, Zappos, Deloitte, Google, Square, and Rigor (Atlanta based tech start-up) inspire me.
- From a mobile marketing perspective, Jack In The Box, Airbnb, and Nike inspire me.
- From a brand entertainment perspective, Old Spice, Charmin, Dollar Shave Club, and the Skittles’ twitter account are always good for a chuckle and inspiration.
- From a personal perspective, I am inspired by the amazing personal brands of Michael Hyatt, Gary Vaynerchuk, Brendon Burchard, and Pat Flynn.
3. What is some of the best work you've seen in youth marketing?
4. What is some of the worst (no names needed)?
5. What changes have you observed in the last few years in terms of the youth audience and the brands that are trying to reach them?
8. What developments in youth marketing do you envision this year?
- More native storytelling via short video on mobile devices. Brands must find their relevant voice on platforms like Vine and Instagram. Those that I see currently winning on Vine are Oreo who shows fun and creative ways to consume Oreos, Volkswagon utilizing stunning images, and Coca-Cola leveraging Vine legend Zach King to showcase the Coca-Cola Freestyle.
- More non-typical engagement experiences. For example, the new movie Bad Words recently held a spelling bee challenge via Instagram hosted by Jason Bateman.
- Major shifts from information to infotainment. Content that entertains sees engagement.
- Nostalgia will reign. As Millennials become older and enter new life stages, they will value and welcome throwbacks. 43% of Millennials prefer to shop the brands they grew up with. Here are some examples of media/entertainment capitalizing on nostalgia: http://www.ryan-jenkins.com/?p=1738
- Brands becoming more "human" (more one-to-one communication that is personable and authentic) as they find new ways to engage with customers across platforms and in more unique and intimate ways.
Related Read: 5 Reasons Now Is The Best Time To Become An Entrepreneur.
10. Which speaker are you most looking forward to hearing from at YMS New York?
All the content looks epic! But I’m especially pumped to hear from Alison Hilhouse, VP Insights Innovation at MTV and their Millennial innovation research. They have done amazing research and application in this space. Also, since I’m a huge fan of Mashable, I’m excited to hear from their Chief Strategy Officer talking about digital trends for 2014 and 2015.
11. What will you be contributing to YMS? What should people expect from your session?
Question: What challenges do you face when marketing to Millennials?