Getting into the Minds and Hands of Millennials
Did you know that 64% of Millennials would rather look at direct mail than email? Yes, it’s true!
As marketers, we’re trained to think about how we can best communicate with people and best reach our target audience.
It’s no secret that we’re in the midst of a digital age. Consumers on average own 7.2 devices per household, and use three or more on a daily basis. You’ve likely heard the stereotype, “Millennials are digital natives, glued to their smartphones, and the only way for marketers to reach them is through social media.”
Although it is true that Millennials have grown up with a focus on technology, it is not true that the only way to catch their attention is through online channels. Thanks to a recent USPS study on the behavior of Millennials, we can now put that myth to rest.
What does the data show?
- 77% of Millennials pay attention to direct mail advertising.
- 90% of Millennials think direct mail advertising is reliable.
- 57% have made purchases based on direct mail offers.
- 87% of Millennials like receiving direct mail.
The statement that direct mail is dying is completely shot down by these data points. How can it be dead when the generation who will be the largest consumers in history, spending $200 billion annually starting in 2017, and an expected $10 trillion in their lifetime, not only enjoy being marketed to via printed mail, but also rely on it to drive purchases?
Print has never been more alive, but that doesn’t mean that marketers can count on only print to reach their audience. Marketers need to leverage direct mail and printed materials along with digital channels so they can migrate with their consumers as they travel from home to work, and as they transition from their mailbox, to their phone, to their Facebook account. And you, the printer, need to make yourself an integral part of your customer’s strategy. Rather than providing one piece of the marketing mix, become the marketing solutions provider.
Provide solutions where you’re leveraging Print + Social Media + Email + the Web + SMS + IP Targeting, just to name a few. Grow your business by growing your customer’s businesses, by allowing them to reach their audience across all the channels that people encounter on a daily basis.
Educate your customers about the importance of using print to market to Millennials, and the importance of being visible on all channels, offline and online.
You have the print capabilities. The technology to connect print to the online world is readily available. Find a solution and a partner who can help you expand your offerings, add value to your customers, and grow your companies. There’s no better time than now.
Oh, and the next time you’re talking to a prospect or customer, and they’re giving you the same old “we are decreasing our print budget because we need to spend more on digital so we can reach the next generation,” use this data and bust their myth!
For more information about marketing to Millennials, visit MindFire (Booth 463) during PRINT 17.