Millenials

Characterizing Gen-Y “The Millenials”

Engaging Millenials:

Why Millenials?

* 21-35 year olds increasingly interested in wine

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Some sources suggest a unique formula to engage Millenials (millennial marketing.com):

Engaging Millenials= Enabling Discovery + Energizing Experience + Encouraging Advocacy

* Assuming the product is relevant and the positioning of the product is correct.

Age range of Gen-Y:

* Someone born between 1977-1991 (because of drinking age).

* For our project: 21-35 y.o.

Purchasing Habits

* Love to “try before they buy”

* Prefer to buy locally (http://www.businessnewsdaily.com/3084-millennial-shopping-habits-revealed.html)

* Brand loyal

* Shopper will purchase goods online, but prefer to go to storefronts to try products. (http://www.businessnewsdaily.com/3084-millennial-shopping-habits-revealed.html)

* word of mouth has the most influence on their product purchases, mostly through product ratings and recommendations from peers or friends on a brand’s Facebook or Twitter page. (http://www.businessnewsdaily.com/3084-millennial-shopping-habits-revealed.html))

* MIllenials more likely to explore brands on social networks

* Gen Y prefer that retailers be present on social media networks; they like to engage with brands, but would like them to keep their distance.

Personality Traits of Gen-Y:

* Instant aversion/distrust/skepticism for “marketing;” distrust of marketers

* Need to feel unique

* Adventurous

* Tech-savvy

* Family-Centric

* Aggressive

* Want to believe they uniquely discovered the things they like.

Assuming these personality traits/characteristics, how can marketing reach through to Gen-Y?

* Create events where millenials can meet the brand. Think Red Bull (Red Bull Air Races, Boat, etc).