Instill Brand Loyalty with Youngest Generations

Building brand loyalty in today’s young customers isn’t as easy as one may think. Given that the world is made up of a wide range of customers that differ with generations, we now see the youngest generations, including Millennials and Generation Z becoming the future of the marketing landscape. With thousands of brands competing in the marketplace, it is essentially important for companies to cultivate a strong following amongst these two (2) groups of consumers by reinforcing its brand loyalty strategies in order to get its brand to the top.

As a familiar sight in 2016, Millennials, comprising of people between 18 to 34, make up the largest consumer pool with frugal spending power worth $600 billion each year. However, what you may not have realised is that, there’s an even bigger demographic for target marketing on the horizon – Generation Z, which now wields $44 billion spending power in the United States. Loosely defined as being born anytime from 1997 to 2016, most of which are college age or younger, they are now the central focus of future marketing initiatives.

But, “Is it too early to start building brand loyalty with this consumer groups?” Without overthinking things, brand loyalty starts to set in from a very early age. As these young consumers grew up in a different environment, and begin to have distinctive viewpoints of the world, these in turn shape their habits and lifestyle choices as a consumer in the future. McDonalds has, for years, been targeting younger customers, as did the cigarette companies back in the 1990’s.

To stay ahead in the branding game, start looking into the future. It can pay off handsomely as you invest sufficient time and effort to get your message across to these demographics.  Deep Patel, a contributor from Entrepreneur recently sat down with Caroline Beaton, a workplace-psychology writer to discuss how brands can capture the attention and loyalty of these two burgeoning segments of the population:

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Keep It Simple

Younger generations may think they want an endless supply of colours, flavours and styles, but as Beaton points out, research shows that an overload of options psychologically paralyses people or pushes them to make bad decisions.

“Despite our idealisation of choice, we actually dislike too much of it,” Beaton said. “When overwhelmed with options, we tend to regret our decisions, obsess over foregone alternatives or simply not choose at all.”

Instead, focus on having fewer selections, but that are done really well. According to her, quality will ensure satisfied customers who keep coming back.

Focus on Quality

Younger generations are also looking for authentically valuable products. Beaton says young consumers tend to shun marketing plans that rely on gimmicky sales pitches or slipshod products, cheapening the brand in the process.

“Promote your signature products as simply and honestly as possible. Don’t give us ‘last-minute offers’ or anything that looks cheap, imported or hastily made,” she explained.

Beaton cites the sleek, no-fuss design of Apple’s iPhone as an example.

“When I think of Microsoft, by contrast, I think of 'plasticky' parts and too many products,” Beaton said. “I’ve literally never met a Millennial who prefers Microsoft.”

Invest in Consistent Creativity

One of the best ways to capture the attention of younger consumers is to consistently offer creative and unique marketing plans that appeal to them.

Younger generations aren’t interested in the same old sales pitches. Instead, they want brands that find new ways to engage them.

“The companies with the best brands show their commitment to their customers by doing things such as blogging a few times per week or creating a commercial series with a plot that builds off each instalment and tells a story over time,” Beaton said.

Take note of successful personal brands that use daily vlogs or send out frequent snapchats or tweets. They are consistent in their marketing efforts. And, according to Beaton, consistency works.

“Marketing, like everything else, becomes exponentially impactful the more you invest in it,” Beaton says.

So ditch the one-off articles in favour of a dedicated content marketing plan with scheduled posts, and make sure to include guest blogs.

Beaton notes it’s important to use platforms like YouTube that appeal to younger generations, and commit to posting for a period of time.

Stays Authentic, but with Mood Lighting

“Millennials and Generation Z want authenticity in their brands, but too much transparency isn’t effective either,” Beaton said.

She gave the example of companies that launched campaigns using “real-looking” models. Beaton explained that, with the notable exception of Dove’s Real Beauty campaign, most of these efforts have flopped.

“If companies are too authentic, younger generations won’t see the brand as having something they don’t, and they’ll therefore have no incentive to buy,” she said.

Younger generations aren’t aspiring to be average looking, or lead mediocre lives. So why would brands offer them a product that feels ordinary or common?

 “Companies need to be authentic enough for younger generations to relate to them, but not so authentic that younger generations see them as having nothing novel or superior to offer,” Beaton said.

Tech that Makes Your Life More Meaningful

Beaton believes that the most successful emerging technologies won’t just focus on making our lives easier. Instead, they will help us bring deeper meaning to our lives.

This idea stems from Steve Case’s book "The Third Wave," which posits that we are entering a third wave of tech entrepreneurship that will unite societal forces, like public policy and healthcare, with technology.

“The emerging technologies that Millennials and Gen Z will engage will be less political and more socially conscious: modern charities, social-good organisations, meaningful in-depth connections with marginalised people,” Beaton said.

“For example, if an app could combine the perks of today’s social media with the altruism and charity of working with non-profits, and merge these experiences into a simple, fast, easy-to-use and addicting design, I think it would be highly successful.”

Inspiration: 5 Ways Brands Can Build Loyalty With Young Consumers

Image Source: mymommystyle.com