Capture the Millennial Mindshare With Direct Mail
The competition in the marketplace for brand awareness among the Millennial generation is fierce. According to Forbes, Millennials make up about a fourth of the population, have the purchasing power of about $200 billion and set trends while influencing older generations. No wonder so much time has been devoted to getting inside the mind of the Millennial.
Believe it or not, about half of older Millennials are now married with children (Source). These 19- to 36-year-olds are a generation that own multiple devices and are accustomed to information at the touch of a button. With so much instant gratification at the fingertips of the Millennial generation, one would think that digital advertising would reign and traditional methods of advertising such as direct mail would be moot. This is not the case!
These digital natives have an overwhelmingly positive response toward direct mail as part of a multi-platform marketing campaign. In fact, Millennials find direct mail promotions valuable, reliable and enjoyable, which will be profitable for you.
Value in variable and personalized direct mail
Millennials find a distinct value in direct mail offers. According to MarketingCharts, roughly two thirds of Millennials use coupon offers from direct mail pieces, and over 90% have said that direct mail has influenced their purchases. This generation has grown up in an unsteady economic climate, so value is something that is of the utmost importance. Everyone wants the best bang for their buck, and companies that offer them a greater value for their dollar are ones that they will keep going back to again and again.
Millennials want reliability, not risk
Maybe it’s because so many Millennials spend their days glued to a PC screen, but the direct mail piece is a welcome break from the tech-driven world we all live in. Direct mail is something Millennials can touch, therefore they are more likely to find it genuine and trustworthy. Ninety percent of Millennials find direct mail reliable; in fact, most Millennials prefer a personalized postal promotion over an email promotion (Source). Perhaps it’s because email promotions often get lost in our inboxes; out of sight, out of mind. Direct mail has a longer shelf life for Millennials in terms of message permanence. The Center for Experimental Consumer Psychology found that printed pieces are perceived as more genuine, and generate more positive emotions and more brand association than digital promotion. Emotion and positive brand association are a strong force in consumerism.
Entertainment for the Millennial masses
Surprisingly, according to a study by InfoTrends, a quarter of the Millennial population finds reading direct mail to be a leisure activity and even looks forward to receiving print promotions such as catalogs (Source). The Millennial generation wants to be entertained by a brand. To them, good direct mail is often entertaining. Furthermore, if Millennials actually take the time to read a company’s direct mail message for entertainment purposes, they are absorbing the message and your branding will be more likely to become part of their memory. Consequently, the personalization of memory creation evokes emotion, which motivates consumerism.
Forgoing direct mail marketing is a major oversight for companies that are trying to vie for their piece of the Millennial market share. Variable and Personalized direct mail promotions allow companies to appeal to the high-impact emotional motivators that often drive the Millennial consumer behavior. In short, direct mail works.
Want to find the perfect direct mail promotion for your company? We’re here to meet your commercial printing, packing, mailing and fulfillment needs. Give us a call and we will help your message reach this highly desirable audience. Intelligencer is the mid-Atlantic expert on creating powerful printed materials that will help your company reach the full potential of multi-platform marketing.
Contact us and we’ll get you started. We are direct mail marketing experts with over 200 years of commercial printing experience delivering extraordinary quality, service and performance for our clients throughout the East Coast. Intelligencer is your one-stop shop for direct mail service.