How Do You Market To Customers Who Don’t Like Ads?
Did you know that there’s a whole new generation of customers out there who simply don’t respond to ads? It’s true; the millennial generation just isn’t convinced by traditional marketing and advertising methods. This might seem like a pretty terrifying prospect. After all, without marketing, how are you ever supposed to let customers know about your business? Does this spell an end to all businesses? Are we doomed to fall into a complete societal collapse? Well, no, obviously not. Panicking at that level is obviously ridiculous and will do nobody any good whatsoever. But it does mean that you’re going to need to think about your marketing in a different way than you might have before. Don’t worry; that isn’t nearly as difficult or complicated as it sounds, but it will require some research and hard work.
So what do they connect with?
In a word: content. Take a look at some of the most successful marketing campaigns of the last few years, and they’ve mostly been based more on content and advertising. Now, this might seem counterintuitive, but it actually makes a lot of sense. What is marketing at its heart? Storytelling. People find it far easier to connect with stories than statistics. Once upon a time it was possible to create a story that simply said “you need this product, get this product from my business, ” and that was enough. But things have changed, you’ve got to be putting more of an emphasis on content that directly engages your customers without constantly trying to sell to them.
Sometimes the best thing that you can do is to market your business in a way that your customers have never seen before. Part of the reasons the new generation doesn’t respond to traditional advertising is because they’ve always had it around. They’re desensitised to it. By getting creative, you have the chance to engage them with something new or unusual. These creative marketing ideas for restaurants show that there are plenty of ways that you can market your business that previous generations might never have even thought of. Don’t be afraid to take risks and do something different.
Here’s the fabulous irony of this new generation of customer. The marketing method that they do respond to just might be the oldest one in the world. Word-of-mouth. Millenials have an inbuilt distrust of companies, but they are far more likely to respond to one another. That can obviously include friends and family, but it goes further. Bloggers and internet personalities have large, established audiences that seek them out specifically because they enjoy the things that they have to say. Why not think about marketing alongside those kinds of creators. There is a weight to whatever those people say about your business or product that will carry over to their audience. By using this new form of word-of-mouth marketing, you’re potentially able to tap into a captive audience of millions!