Reaching Millennials – 3 Fantastic Tips
When it comes to marketing nowadays, we are in a unique time where different age groups need to be targeted in very different ways. Before we saw the introduction of technology, there were only a handful of marketing methods whether it was appearing on the local radio or posting a leaflet on a nearby noticeboard. Today, the market is very different and restaurants are struggling to keep up.
As a restaurant owner, you will know all about this change but are you taking advantage of the fact that young people check their phones dozens of times in a single day? Furthermore, were you aware that around 50% of all 18-to-35-year olds feel as though brands should be offering loyalty schemes. If you didn’t, this is the guide for you because we have some superb advice on how to target the millennials in the market.
When it comes to marketing, we know that the most effective strategies come when you target the area a certain demographic congregates. With millennials, we know that they spend a significant amount of time on smartphones whereas this option of marketing just doesn’t exist with older generations. In addition to this, recent studies show that millennials are expected to spend $200 billion per year.
For businesses in the food and drink industry, millennials are huge business because an Aimia survey showed that restaurants and coffee shops see millennials as their most loyal customers. On the flip side, millennials agree and over half of those aged between 18-24 are loyal towards a single restaurant. If we were to assess the market right now, we would be disappointed to see that most restaurants still aren’t taking advantage of all the information we have provided and more. However, it isn’t too late so you don’t need to give up; as time goes on, we continually learn more about how each section of the market operates and this knowledge will be pivotal going forward.
If we look at the performance of loyalty schemes in recent years, we know that they are popular but they have actually decreased in recent years despite being such a useful tool for brands. Not only does it offer a USP over competitors, loyalty schemes entice the customer to come back anytime soon and we all know how important returning customers are in the food service industry. Despite this decline in such schemes, we know that this age group wants to go out and spend money and therefore their loyalty is just waiting to be snatched by the right business; today, we have the tips to make sure YOU are this business.
Below, we have three methods of attracting millennials in 2017;
#1 – First things first, you need to build a presence on mobile devices. Considering millennials spend a large amount of their time on a mobile device, surely it makes sense to position your brand here too? Of course, we aren’t saying that you need to spend thousands on a fully-functioning application (although this would help). Instead, we suggest at least having a mobile-ready website that they can browse when looking for somewhere to eat. When your brand is available online, they can find you on the way home from work before then visiting later in the evening.
#2 – Next, we suggest personalization wherever possible because millennials are now happy to share their information online. With this in mind, offer them discounts and offers when they sign up and this brings two main benefits; not only do you entice them in, you have their information for future reference. If you have a mobile app, this is enhanced because you can see exactly what they order, which stores they visit, how they prefer to pay, and how they like their food. With this information, the next offer you send can utilize all of this information and you are likely to see their custom again soon. Ever noticed how pizza companies send you offers that fit perfectly with your regular orders?
#3 – Finally, you should be making it as easy as possible for all customers to join a loyalty program and return. When they are in your restaurant, you have their attention so this is the time to make sure they come back numerous times in the future. Once you have the loyalty available on mobile, you are helping them to help you which is important. Suddenly, the guests are in control of their rewards and you open a brand new door of opportunity to offer those tailored rewards once again.
If you are going to embrace the millennials on mobile, make sure you get started this year before it really is too late. Nowadays, it doesn’t need to take your whole marketing budget and more because reliable services are affordable. As long as you get started soon, you can attract millennials and keep them coming back time after time with good loyalty schemes.