Marketing to

Millennials
Who exactly are Millennials?
Also known as Generation Y, Millennials are referred to as the group of people born from the
years 1982-2004.
They grew up in a time of economic prosperity, then many entered the workforce during a
recession and were consistently surrounded by the rapid advance of technology, particularly
the Internet.
Currently, there are 80 million millennials in the U.S, which is nearly of the countries total
population.
85% of millennials own smartphones.
Due to the fact that millennials have lived through some of the biggest technological
advances that the world has seen, they tend to be very savvy when it comes to technology,
most importantly, Social Media.
Nearly half of all millennials in the U.S. feel as if they are best defined by their Social Media
presence.
Today, millennials are considered to be the most lucrative market, with an annual buying
power of nearly $200 billion.
Needless to say, from a cellular provider standpoint, now is the time to make Generation Y a
large priority.
Millennial Traits

Millennials tend to take on the title of being somewhat impatient. As stated earlier, this particular
group of people has become accustomed to having instant access to any kind of info imaginable
within a matter of seconds.
So naturally, unless a product, website, picture, etc. is interesting enough to capture one of these Gen
Yers within a time span of lets say, 20-30 seconds, you can say goodbye to a potential customer.
Millennials want instant gratification. They know what they want and with technology today, they
know exactly how to find it. How a product makes its first impression to a millennial is the
difference between a swipe right or a swipe left.
Authentic content empowers them.
Millennials crave content-driven media. They are spending nearly 25 hours per week online and 3.2 hours
per day on social media, which means at that point they know the difference between authentic or non
relevant information. They need content that is relevant, timely, unique, and valuable.
They love to feel as if they can interact with the brands they are constantly using each
day and appreciate those who are receptive to true engagement and are open to the idea
of co-creation.
Millennial Incomes,
Economic Status etc

The median income for millennials

in the US who are year-round, full-
time workers is $33,883 (US
Census Bureau)
40% of millennials are receiving
some form of financial help,
typically because of rising student
debt rates.
It is reported that cell phone bills
is the currently the top expense
parents cover for millennials
behind a myriad of other
significant expenses.
That being said, lets look at one
The Sprint Capture Campaign
Millennials today, as shown earlier, are not making a large amount of
money annually, and for college students, (a very specific set of
Millennials that cannot be ignored) most do not even work during the
school year. While a lot of parents are paying for their Millennials,
(college students in this case) data usage bills, they also need to pay
for their phone itself.
Although they are not necessarily taking in a lot of money they all
crave one thing. EXPERIENCES.
They are not always concerned with buying the most expensive
items, rather, they are enticed to go and capture moments that will
last a lifetime.
And what better place to capture moments other than in college,
one of the most pinnacle times in a young adults life.
With the Sprint Capture Campaign this will allow students to receive
discounted prices on cell phones with high amounts of storage to
ensure that they never miss a moment and always capture their
experiences without fear of running out of storage in the moment
(something that I have witnessed personally with myself and
numerous others)
The Sprint Capture Campaign (ctd.)
And how can these young Millennials feel defined through their social
media presence if there phone doesnt allow any more downloads
due to no storage left on their phone?
Its a snowball affect that we Millennials have all experienced, trying
to download an app in order to get even more connected in our
already hyper connected lives, then having to go in and delete
pictures or moments that we cherish on our phones, and in turn
never getting to be able to look back at those moments.
With the Sprint Capture Campaign, we would be appealing to these
Millennials emotions, which when buying a product, is HUGE for this
generation.
By putting the image of missing out on a moment (appealing to their
EMOTIONS), especially not being able to post that Instagram, or
Tweet that picture, without having to sacrifice something else
important to them makes a discounted, high GB phone quite enticing.
Especially to incoming students who are eagerly awaiting to flood
their Social Media handles with their new experiences in a completely
new setting.
Co-Creation and Social Media
Today, Millennials are interested in having a
say and becoming product co-creators. Top Social Media Handles Used by Millennials
Companies that enable them to be a part of
the product development process will be Skype
far more successful .
Kik
Marketers today need to focus on building
relationships with these young consumers Twitter
by fueling their self expression and helping
Snapchat
them establish their own personal brand.
And what better way to help them feel Instagram
connected other than Social Media?
Facebook
As you can see, Facebook is the most often
used site for Millennials, however, Snapchat 0% 10% 20% 30% 40% 50% 60%
and Instagram are in a close second. Top Social Media Handles Used by Millennials
The significance of this chart is that Sprint
has social media handles through
Facebook, Instagram, and Twitter. Whats
left? Snapchat.
 Co Creation and Social Media
(ctd)
Snapchat is arguably one of the best forms of social So how can Sprint implement a plan to
media in terms of how people can personally interact get more connected with this group?
with each other in the form of videos rather than just
words.
And what is the strongest form of marketing to
Millennials? Inbound marketing. This usually takes
place in the form of e-books, blog posts, and most
importantly videos.
First off, become active on Snapchat with a Sprint Sponsored
It is reported that 70% of young Millennials post at handle
least one Snapchat per day compared to a measly
11% that post once a day on Facebook. Use the handle to show new or already existing products
That is because Millennials crave content driven
being offered, preferably in a setting that is applicable to the
media, especially in the form of videos. It makes them product being used (i.e. Harman Kardon speaker blasting
feel connected, as if they are being spoken to and music at a College Gameday Tailgate or using an Iphone 6+ to
with this app, they have the ability to respond and feel capture video of an amazing sunset, which is an experience!)
as if they have a voice in connecting with another Have a spokesperson talk to their followers via Snapchat
person or business. video and answer any questions they may have or any
Millennials support businesses that are dedicated to concerns or changes they may have for a product.
improving their customers lives with informative Make it about THEM.
content, especially via social media.
Using this powerful form of social media can help these
What does this mean for Biz IL and
CL?
Biz IL
Utilize tactics as stated earlier in
presentation by implementing a
plan to help college students feel as
if we want to connect with them. To
say as if we understand where they
are coming from with the expenses
of college, so therefore, we are
going to knock some prices off.
Get more involved in other forms of
social media to make customers or
potential customers feel more
personal with Sprint through the
use of their personal phone.
Biz CL
Create a marketing campaign that applies to
young adults working at new and upcoming
tech and software companies. Maybe a
YouTube video or Facebook video.
These are prevalent on the East and West
coast especially, and they are very tech savvy
and must use cellular devices on the daily.
YouTube video or Facebook video posted on
Sprints handle creating a scenario in an office.
Highlight the possibility of having poor service
with other carriers and potential loss of
business if unable to contact clients.
Use Sprints powerful network coverage as
leverage to make them feel as if they need a
reliable network in order to have a powerful
Millennial Recap
Millennials are one of the most powerful forces driving business
today when it comes to making them feel connected enough to use
their products or services.
They need to feel like they can trust who they are working with and
are comfortable enough to reach out and make a difference with
something they are using.
Companies who are willing to see eye-to-eye with this large
demographic and truly SHOW that they see eye-to-eye through the
use of innovative content driven media and appealing to their
emotions through relevant content is what will gain their trust.
Times are changing rapidly, and the quicker we adapt to Millennial
trends, the better chance of gaining business from one of the
populations most powerful consumer forces.