We’re guessing that Generation Y (aka Millennial Women, born after 1980) are a HUGE target audience for your practice. But market to them in the wrong way and you’re sure to lose them.
Forbes came out with an article today which had some excellent insights about this influential group of women.
Article Key Points:
- “A recent study on Millennial women’s relationship with brands reveals today’s female consumers demand significantly high levels of engagement from brands. Are they getting it? No. This is where brands are ignoring billions of dollars in potential revenue opportunities.”
- “As a whole, Millennials like to associate themselves with difference-making brands, causes, and trends. The Millennial woman wants to be inspired by the brands she chooses. She seeks engagement with positive brand images that resonate with her, and make her feel good about supporting them.”
- “Hollow marketing messages don’t work with her; brands that want to attract the attention of the millennial woman need to layer their campaigns with inspirational messages.”
- “She appreciates brands that make her the “hero.” So make her the hero. According to a recent finding, 67 percent of women “appreciate brands that make [them] the hero vs. themselves [the brand] the hero.”
- “When it comes to engaging Millennial women, brands that talk about themselves won’t cut it.”<< note that last part!
Despite our (sometimes nagging) insistence for our clients (and anyone who will listen, actually) to focus on their customer instead of themselves, many clients refuse to let go of old marketing messages. Well, maybe now that Forbes is saying it too, businesses might listen (we can only hope).