How do you reach millennials?
It’s a secret code that marketers in the fresh produce have been trying to crack for some time, and for a good reason; PBH notes that those under the age of 40 today are consuming more fruit and vegetables than their counterparts did 10 years ago. Yet produce marketers continue to struggle with just how to reach this generation – do you have to hire One Direction to appear in your ads and only communicate with memes?
All jokes aside, the truth is that there is no one way to market to a generation that spans more than 15 years. We believe fresh produce marketers can sometimes get caught up with generational stereotypes and as one of the oldest millennials on the cusp of Gen X, I’d like to break a few millennial myths about my misunderstood generation.
Myth: Millennials only like making purchases online.
Fact: Millennials are shopping online more than ever before, but they actually enjoy the in-store process.
As fresh produce marketers this means that there are multiple avenues for your brand to make an impact! Ensure your marketing strategy includes multiple touchpoints, like Facebook, Instagram or even Snapchat, but also make sure your product appeals to shoppers in the store with attractive packaging designs. Produce continues to grow as a category because of purchases by millennial shoppers.
Myth: Millennials are cheap.
Fact: A recent study found that “while price is still an important consideration in produce selection, appearance is the top motivator, with 58 percent of impulse produce purchases resulting from attention-grabbing displays.”
Keeping an eye out for good deals doesn’t mean that we won’t pay top-dollar for high-quality goods! When millennials are shopping in store, the eyes are the ultimate decision maker, not the wallet. Ensuring your product and merchandising is visually appealing helps drive that final purchase, every time. Plus, keep in mind that the recent popularity surge in delivery-style services like GrubHub or Postmates indicated that millennials are willing to pay a premium for convenience.
Myth: Millennials are superficial and shallow.
Fact: Quite the contrary. We are a generation that wants to feel like our purchases are making a positive impact on the planet and in the lives of others.
Free range, organic, fair trade, and cruelty free. These are actual, legitimate reasons millennials will cite for purchasing and often paying more for a product. Being good to the planet and paying appropriate labor wages to workers are important to millennials, so if your company has a story like this to tell, make sure you are getting it out there!
For more than a year, I was the lone Thirty-Something (xennial) here at DMA Solutions – the “old” millennial. References to Queen, NKOTB, DJ Jazzy Jeff & The Fresh Prince fell flat in an office seemingly crowded by Beliebers! The point is to remember that millennials (or any other generation, for that matter) can’t be summarized and put neatly into one box. Reaching and influencing millennials takes more than simply keeping up with technology and the latest apps and trends. Marketers must first seek to understand this generation, what motivates them, and not fall susceptible to stereotypes to be successful.
If you’re eager to connect with millennial produce consumers, we recommend taking a look at this info from our friends at Yerecic Label.
