marketing to millennials: strategies & tactics - outdoor retailer 2014

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@apiwarun SELLING THE Marketing to Millennials with Engaging Content EXPERIENCE ANTHONY PIWARUN @apiwarun Manager, Search Engine Marketing Zeon Solutions

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Slides for the presentation at Outdoor Retailer Summer Market 2014 on the topic of Millennial Marketing. Session Description: Millennials buy “the experience”. They don’t purchase hiking boots; they buy the idea of protecting their feet on the trail, while staying dry, avoiding blisters and looking “cool". The outdoor lifestyle is about the feeling of the experience, but our marketing strategies don’t show it. This session will identify acquisition strategies focusing on content to attract and engage millennials.

TRANSCRIPT

Page 1: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

S E L L I N G T H E

Marketing to Millennials with Engaging Content

EXPERIE NC E

ANTHONY PIWARUN @apiwarun

Manager, Search Engine Marketing Zeon Solutions

Page 2: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

AGENDA

ü  I n t r o d u c t i o n

ü C o n t e x t , C o n t e x t , C o n t e x t !

ü  Ta k i n g T h e F i r s t S t e p

ü  S h o w & Te l l

ü  L e t ’ s C R U S H I T

ü Q & A

Page 3: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

HELLO! ü  Practice Lead, Search & Content

@ Zeon Solutions

ü  7+ years marketing experience

ü  Contributing Editor / Author for Search Engine Journal and MarketingProfs

ü  SMX East, SMX West & LavaCon Speaker

Page 4: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

QUICK SURVEY!

A Little Participation Never Hurt

Page 5: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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QUICK SURVEY! (CONT.)

ü Who’s responsible for marketing?

Page 6: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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QUICK SURVEY! (CONT.)

ü Who’s responsible for marketing?

ü How many of you in this room are between the ages of 18 – 34?

Page 7: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

QUICK SURVEY! (CONT.)

ü Who’s responsible for marketing?

ü How many of you in this room are between the ages of 18 – 34?

ü Are you satisfied with marketing efforts targeting those like us?

Page 8: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

INTRODUCTION

So… Why Are We Here?

Page 9: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

SO… WHY ARE WE HERE?

ü  Retailers in the outdoor industry are facing a shift in those they need to attract and engage

ü  The boomers are retired and Generation X is aging

ü  Further… next generation employees are slated to make up 50% of the US workforce by 2020!

ü What’s next for outdoor retail? Who’s our target market?

Page 10: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun MILLENNIALS!

Page 11: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

HOLD UP…

A Milleni-what???

Page 12: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

MILLENNIALS DEFINED

ü  Born in the 80’s, 90’s and even the early 2000’s

ü  18-34 years old (definitions vary)

ü Values, loyalties and beliefs differ significantly compared to Gen X and the Boomers

ü  Largest living generation today & will comprise $1.4 trillion in spending power in the US by 2020

Page 13: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

MILLENNIAL TRAITS

ü  Sense of entitlement

ü Always connected

ü Creative & self-expressionism

ü Want “a voice”

ü  Strong participation in community

ü  Selfies

Page 14: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

WHAT WE LOOK FOR IN A BRAND

ü  Transparency

ü  Ethics

ü  Story

ü  Personality & individualism

ü Willingness to educate

Page 15: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTEXT, CONTEXT, CONTEXT!

Why We Need To Tailor Messaging to Millennials

Page 16: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

SDL, 2013

Page 17: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

WHY CONSUMERS INTERACT VIA SOCIAL

ü Discounts (obv.) ü  Purchases ü  Reviews & Ratings ü  Feeling connected ü  Being a part of

community ü  Submit ideas for co-

creation

Page 18: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CEB Consumer Insights, 2014

Page 19: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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Yahoo Content Marketing Study, 2013

Page 20: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SO, WHAT’S NEXT?

Page 21: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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TAKING THE FIRST STEP

CONTENT!

Page 22: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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COVERING ALL BASES

ü With all of this talk about developing content to attract and engage millennials, it’s important to take a step back to understand what it actually is

ü It’s not just words on a page…

ü It’s everything… it’s everywhere!

Page 23: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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FORMS OF ENGAGING CONTENT

ü Videos ü Reviews ü Shares (social) ü Breaking News ü Stories ü Resources & How-To’s ü Community-based

Page 24: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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VIDEO

Page 25: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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REVIEWS

Page 26: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SOCIAL SHARES

Page 27: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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BREAKING NEWS

Page 28: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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STORIES

Page 29: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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FOUR PILLARS OF ENGAGING CONTENT

ü  Tells a story

ü  Sells without “selling”

ü  Invokes emotional connection to the brand

ü  Invites the customer to become a part of the community

Page 30: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SHOW & TELL

Who’s Doing It Well?

Page 31: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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WHO’S DOING IT WELL?

ü After we’ve identified what type of content we need to engage millennials… where do we go from there?

ü  The answer is closer to home than you think

ü  Let’s take a look at others in the outdoor industry…

Page 32: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

SOCIAL MEDIA

ü Mountain Hardwear promoted tweets

ü  Remember, 60% of millennials take to Twitter on a daily basis

ü Cast a wider net with promoted tweets

Page 33: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

SOCIAL MEDIA (CONT.)

ü  Pinterest is HUGE for engagement with millennials, especially in the outdoor industry

ü OR does an excellent job promoting shares and pins

ü Also helps SEO ;)

Page 34: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SOCIAL MEDIA (CONT.)

ü Mountain Athletics promoting app; North Face branded

ü  Suggested App advertising for iOS or Android applications can take you from 0 to 64k downloads in a day

Page 35: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SOCIAL MEDIA (CONT.)

ü  Tweets are relevant, timely and pique the interest of millennials in the form of open-ended questions

ü  Social participation is a huge driver for brand affinity

Page 36: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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SOCIAL MEDIA (CONT.)

ü  REI’s Twitter profile features inclusive header photo

ü  First (pinned) tweet shares a story; others act as resources

ü  These satisfy Millennial’s thirst for knowledge

Page 37: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTENT

ü  Rich content like videos add a “real life” component to marketing

ü Outdoor lifestyle is about the feeling you get.. Not just about the product

Page 38: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTENT (CONT.)

ü  Expert advice section w/ “evangelist” contributions and pro advice

ü  Offering pro advice helps customers feel like they’re part of the team, the community, the lifestyle

Page 39: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTENT (CONT.)

ü  Commission a pro climber / hiker / MTB’r to contribute content to a new, millennial-driven content section.

ü  Note: think about incentives for participation J

Page 40: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTENT (CONT.)

ü  Patagonia features content around environmental and social responsibility

Page 41: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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CONTENT (CONT.)

ü  Patagonia features content around environmental and social responsibility

ü Additionally, on their materials and technology

Page 42: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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LET’S CRUSH IT!

Time To Put It In Action…

Page 43: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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FIVE STEPS TO SUCCESS

1.  Find out who your actual customers are via user testing and buyer persona development

Page 44: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

FIVE STEPS TO SUCCESS

1.  Find out who your actual customers are via user testing and buyer persona development

2.  Inventory and audit existing content

Page 45: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

FIVE STEPS TO SUCCESS

1.  Find out who your actual customers are via user testing and buyer persona development

2.  Inventory and audit existing content

3.  Define gaps and develop content accordingly

Page 46: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

FIVE STEPS TO SUCCESS

1.  Find out who your actual customers are via user testing and buyer persona development

2.  Inventory and audit existing content

3.  Define gaps and develop content accordingly

4.  Ensure cross-channel alignment across online and offline initiatives

Page 47: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

FIVE STEPS TO SUCCESS

1.  Find out who your actual customers are via user testing and buyer persona development

2.  Inventory and audit existing content

3.  Define gaps and develop content accordingly

4.  Ensure cross-channel alignment across online and offline initiatives

5.  Test, measure & iterate (or pivot)

Page 48: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

IN SUMMARY

ü Our target audience is aging… we need to adapt or fall by the wayside

ü Meaning… Story… Content is the key to engage the new generation of customers

ü  Be where they we are to promote a positive, omni-channel experience worth sharing

Page 49: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

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DISCUSSION

Questions?

Page 50: Marketing to Millennials: Strategies & Tactics - Outdoor Retailer 2014

@apiwarun

S E L L I N G T H E

Marketing to Millennials with Engaging Content

EXPERIE NC E

ANTHONY PIWARUN @apiwarun

Manager, Search Engine Marketing Zeon Solutions