Millennials, the often perplexing, always interesting demographic cohort born in the early 80s through the mid-90s, is an increasingly important group for companies and marketers to understand. As time has marched on, the Millennial generation has come of age and their purchasing power has grown significantly—in 2019, millennials surpassed Baby Boomers as the largest adult group in the U.S.
One of the unique things about the Millennial generation is their relationship to digital media. At times swimming, even drowning in an ocean of digital information, Millennials can seem addicted to screens and as if they are repelled by anything print. But as Mark Twain might say, reports of the death of print media have been greatly exaggerated.
Indeed, there is still much room for print media in the marketer’s tool bag, marketers just need to understand several key components of how to best use print media. Here are three of those keys for how to persuade Millennials with print media.
Focus on Your Print on Your Brand
Brand identity is as important among millennials as it is among any demographic and print media that communicates a brand’s message and voice effectively is a potent form of marketing. Whether it be direct mailers, brochures, or some other piece of advertising copy, bold imagery and a vibrant logo can do wonders for your company.
What’s more, is that printed media such as newsletters and postcards with your brand’s logo tastefully displayed represent a lived experience compared to their digital counterparts which can easily be discarded without a thought.
Point Your Print to Digital
Print media can also reach millennials more effectively when it is connected to an online campaign. Millennials are digital natives and won’t find a company or ad credible if it isn’t attached to an online counterpart. Use your direct mailers, postcards, newsletters, and more to point your customers and clients to your website, Facebook page, or a landing page created specifically for the ad campaign. Print and digital media are both more powerful when they work in tandem, and a combined campaign has the added benefit of being trackable so you can know your marketing dollars are being put to good use.
Make Your Print Clean and Simple
One final key to creating print media that will persuade millennials is to keep the design of your printed materials clean and simple. Minimize text length and make sure your brochures, one-pagers, and other media are well designed with brilliant colors and images. Keep your marketing materials concise and make sure they match your brand’s voice. Finally, stick to one main point to ensure your content is easily digestible.
Persuade Millennials with Print Media
Print media is hardly dead. On the contrary, it can be an effective tool for reaching every demographic, even and especially millennials. If you can use your print marketing materials to highlight your brand, point to your website or social media pages, and keep make sure it is all presented in a clean and simple way, you will be well on your way to persuading millennials with the power of print.