What does it take for a brand to get a Millennial’s attention?
Millennials are looking for brands that provide them with that something extra that enables them to be something more than their “regular selves”. They want to be treated as a brand’s friend and be communicated with in an open and honest way. Do this, says Norty Cohen, founder and CEO of Moosylvania, and you’ll have “an opportunity to break into the favorites list”.
Talking of favorite lists, Moosylvania’s survey of Millennials also produced a list of which brands Millennials love. The 2015 top five “most beloved” brands were Nike, Apple, Samsung and Sony, followed by up-and-comer, Walmart. A few of the other newcomers to the list included Pizza Hut (21), Chevrolet (23), Honda (31), Oreo (33), Sprint (42), and Chanel (43).
When asked what key traits put brands into their favorite list, the characteristics that mattered most to Millennials were:
High-quality products (75%)
A brand they would recommend (61%)
Fits their personality (53%)
Social Responsibility (40%)
Shares similar interests (39%)
Says important things (31%)
“What these two back-to-back studies reveal is that a form of personalized communication has to be involved before a brand can get recognized. Make me look good, make me feel good and entertain me – mass communication has been supplanted with friendship marketing,” said Cohen.
“Millennials’ curation skills allow them to consider new entities. Consider that in one year’s time, eighteen brands went from not one mention to placing in the Top 50, proving that Millennials will adopt brands that get into their zone.”
