Engaging Millennials with B2C Experiential Marketing Tours
Millennials are reshaping the retail industry. They are looking for authentic relationships with their favorite brands and are pushing marketers to raise the bar for how they reach out to all consumers. Many B2C companies are finding success through building a more real connection with millennial consumers through experiential marketing. Here are three tips on how best to engage the millennial demographic through experiential marketing.
It’s Cool to Care: This generation has a heavy focus on “giving back” and put pressure on brands to be mindful of their corporate citizenship. Incorporating your company’s give back programs into your experiential tour is a great way to engage millennials, create a more impactful relationship and even get them involved in the cause. For example, your mobile pop-up shop can have a program where every piece sold during your tour, you donate a portion of the sales to cause you care about. Not only are you showing your community-mindedness, you are also showing millennial consumers you care about the same causes they support.
Honesty is Key: Millennials are the first generation of digital natives and are one of the most educated consumer bases marketers have had to contend with. So, when creating a mobile tour, you want to be as transparent about your products as possible and make sure to tell the truth! Millennials do their research and can easily find out if you’re misrepresenting your brand or products. Also, this means your brand ambassadors should be highly trained on your brand messaging and product information.
Giveaways and Instant Gratification: Millennials do love free things, honestly who doesn’t? Freebies and SWAG are a great way to get engage with consumers during your tour and are a great free marketing tool. Millennials are the most social media savvy, so create a hashtag or social campaign with your giveaways. For example, a retail pop-up may give away free branded t shirts and create a hashtag. Have visitors pose in their branded T’s and post the photos and hashtags on their personal social media channels for free marketing for you and your events.
