Communicating With Millennials

Communicating with Millennials Is One of Your Biggest Marketing Challenges

Communicating with Millennials is an art form, but it is not a difficult one to master. Millennials love communicating, in fact, it is one of the most important things that they do all day long.

They just do it differently than the Silent Generation, Baby Boomers, and Gen Xers do. Communication for Millennials happens in quick bursts and short content.  In turn, manifests itself in chat apps, informal apps, and lots and lots of videos.

Target their preferred communication methods

If you want to communicate with Millennials, then it is best to target them in their preferred forms.  Need to move away from their least preferred forms.

Millennials use a variety of communication apps throughout the day. Surprisingly, email is still a popular option for Millennials, as it is for Gen Xers and Baby Boomers.

In a survey by Adobe, about half of the participants said they prefer marketing material sent to them via email.  However, the trick is getting those emails past the bots that determine to what folder the email is sent. Another trick with email and Millennials is that email is trending downward as the preferred method of communication in the workplace. So, crafting emails with precise messages is key to getting the attention of Millennials customers.

Text is the obvious favorite

Renee White Fraser on Communicating with Millennials Renee White Fraser on Communicating with Millennials[/caption]

Another important communication method for businesses reaching out to Millennials is text. This is one of their favorite ways to communicate with each other, so businesses need to do the same.

Text messages are read at a rate of nearly 100%. With short bursts of content, businesses can send reminders, coupons and discount codes, and information about special events. Businesses should be able to balance messages sent via email and text to keep Millennials in the loop.

Millennials also like to use chat apps.  Facebook Messenger, Slack, WhatsApp, and especially Snapchat. Businesses are getting in on the Snapchat phenomenon as they develop their brand with the young people who use the app.

Filters and lenses get the attention of Millennials and many businesses use their own to get Millennials involved. The only issue with the apps is that messages can get lost as others quickly take their places.

Consider encrypted messaging apps

Whatever businesses do to communicate electronically with Millennials, they need to be concerned encryption. Millennials appreciate their privacy and they are not bothered with messages disappearing after a set amount of time.

Facebook Messenger has added a messaging service called Secret Messages which behaves like Snapchat. There is a great thing about these encrypted ephemeral messaging apps.  Which is they offer location information which can be a benefit for nearby businesses.

According to Deloitte, 35% of US consumers checked their chat apps and text messages as soon as they woke up each day in 2016. This is a six-percent increase from 2014.

Millennials appreciate when they can contact a business through text, a chat app, or email. Car dealerships and the service departments would be wise to adapt their business models, so they can communicate this way. It allows them to get quick responses and those are not always available via phone calls.

How modern communication methods make doing business easier

Consider the time it takes to schedule an appointment for automobile service. In the traditional way, the owner of the car must call the dealership.

A messaging system usually answers the phone and the car owner must wait and listen as the department options are selected. Then, the car owner must wait until someone answers the phone. After the phone is answered, the car owner must wait as an appointment time is found.

All that wait time disappears when a car owner can simply arrange to make an appointment through an app.  Whether it’s directly through text message or the dealership’s website. Confirmation and reminders can be sent via text message, especially if the car owner’s phone number is required to make the appointment.


Make the shift

Communicating with Millennials does require businesses to make a shift away from the traditional methods that have been used for decades.  As technology continues to shift, businesses should embrace the resulting communication preferences, too.

If businesses do not adjust to meet the desired communication methods of its customers, then they will not be able to maintain a strong customer base. Millennials will go where they are appreciated.

Will yours be one of those? Or will you fail to draw in nearly 30% of consumers and let your business die?

For more articles on marketing to millennials, click on through here.


2020 Women on Boards Luncheon

20% by 2020 Women on Boards

I am really excited to be co-hosting this 2020 Women on Boards Luncheon.  I will be joined by Betsy Berkhemer-Credaire.  She is the CEO of Berkhemer Clayton Retained Executive Search.

This luncheon is having a great topic.  It is going to be about building your pipeline and how do we prepare ourselves. And also how do we find director opportunities.

Also entailing corporate governance and how one can direct her career toward being on a board.  Encompassing public private and large non-profit boards.

Please join us at the luncheon. It will be held on Thursday, November 16th at the Dorothy Chandler Music Pavilion. 135 North Grand Avenue in Los Angeles California from 11:30am until 2pm.

Women’s Leadership Counts 4th Annual Conference

Japan America Society of Southern California

I am a keynote speaker at the Women’s Leadership Counts 4th Annual Conference held in Los Angeles.  The event will be on Thursday, November 2nd, 2017.

The reception for networking will take place after the program.  This will lend itself to great opportunities to talk with the people who are in attendance along with the speakers.

The event will cover a broad range of topics all based on Talent Innovation.  Meaning Going Beyond Unconscious Bias to Lead Generational Diversity

The reasons why you should join us are

  1.  Learning from Global leaders
  2. Discovering your potential
  3. To invest in yourself
  4. Building your professional network
Renee White Fraser on the women's leadership counts event
Renee White Fraser on women’s leadership counts event

Knowing Your Audience

Research is Incredibly Valuable

With many choices of brands of all types of products, it’s no surprise that the more you know your customer the better.  Companies conduct a tone of research on their market before releasing their idea. Knowing your customer is key.

To instantly recognize a brand, the marketing on the product has to be powerful.  Successful companies depend heavily on conducting market research to make their product pop.

Companies on the smaller side may not be able to conduct such research.  these companies can still access past research that will still help educate them on their consumer.

Even the simplest product

A lot of organizations also have the means to conduct research before every product launch.  Hours of research is behind even the simplest of product launches.  Doing so, will help the products meet consumer desires and expectations.

Some of the most recognizable brands like Green Giant and Coca Cola have hundreds of hours in research behind each product.  From a bag of peas to a simple coke can, you can almost feel the research.

Common Failure Attribute

Knowing and Understanding the consumer by Renee Fraser Knowing and Understanding the consumer by Renee Fraser

Students who are majoring in marketing have to study many companies failures.  The one common attribute is that they didn’t conduct enough of the research needed.  They jumped the gun only to miss the mark.

Research is proving more effective in shedding light on the many variety of things.  It is a fascinating topic to think that just a color of a product can affect its sales.  While other research might show that consumer are just looking for a good deal on said product.

Knowing and Using

In order to help the sales of an item, marketers must use and follow their research.  Failures in marketing a product happen all of the time.  This is often because of not enough research occurred.  Also, this is because no research was done at all.  Essential for an effective marketing campaign is thorough research at the start.

Read more more in depth article on


Marketing the Consumer Brain

Understanding Your Buyer

Consumer Behavior was the known term for what marketers used back in the 50’s and 60’s.  Advertisers and marketers became aware that they could sell more by a comprehension of the wants of the consumer.

Social psychology and neuroscience are the fields that incorporated in today’s marketing.  Marketers strive to now understand the physical effects on the body.  As well as understanding the psychology behind the reaction of people to the products.

A Case Study

Reza Habib, a neuroscientist, did a case study a few years ago that examined the physical actions your brain made when we gamble.  Habib used addictive gamblers and casual gamblers for comparisons.  The brain activity has a clear difference between the two.

Casual gamblers had the thoughts of a near miss is still a loss.  While the addictive gambler got excited even when a near miss happened.  Companies in the gaming industry use this type of information to come up with effective games to keep you playing.

Scratch Away

When you scratch off a scratch ticket and almost win, do you go buy another one? Gaming companies produce a certain amount of near miss tickets on purpose.  This keeps the player coming back for more.  A near miss phenomenon is what we are discussing here.

This marketing strategy is genius.  Which in turn also increases the gaming companies bottom line.  This is a great example of the close relationship between human psychology and neuroscience.

Memories of our Youth

The decisions we make day to day are usually made on the subconscious level.  These decisions aren’t rational.  The Coca Cola memories of our youth hold steadfast in our subconscious.  This lead us to not be so willing to try a different beverage.

Brand loyalty is typically something we are not willing to give up easily.  Competitors have to come up with a moving emotional argument for why we should try their product.  If it doesn’t move us, we will continue to just enjoy our favorite brand, even if their truly is better.

The best chance of success for companies, is to use solid research, neuroscience and psychological techniques as a whole.


How to use TV and internet advertising to drive a conversation

Two thirds say TV ads are most entertaining ads

A Morning Consult poll looks in detail at consumer attitudes to online and TV advertising and the differences are very important. Not surprisingly to us, TV ads are views as the most entertaining form of advertising by nearly two-thirds of respondents. While three out of four rate internet advertising as the most intrusive ad medium.

Advertisers and their audiences are having a conversation. The best conversations start by getting the other party’s attention and buy-in to hear you out by connecting personally, finding common ground or entertaining them.

Personal Public Speaking

Another example is public speaking. The age-old advice is to lead with a joke before getting into the message. Then you can get more detailed.   Then tailor your message to the audience and their feedback as you direct the conversation towards your conclusion.

A broadcast medium should be entertaining because it is best used to deliver (relatively) untargeted messages. This means using TV to start conversations that are broad in their appeal.

Internet and TV ads

TV advertising needs to engage and entertain to keep viewer’s attention which isn’t easy. Nielsen Consumer Neuroscience found that 65 percent of the time consumers are multitasking while watching TV. Meanwhile, online advertising is a chance to advance the conversation by delivering more targeted advertising.  Using more specific and even personalized calls to action. Failure to do so leads to consumer frustration and wasted opportunity.

At Fraser Communications we specialize in understanding the way consumers think and make decisions. This is because we recognize that the goal is to change behavior. Recognizing each medium’s strengths and limitations leads to better conversations and better results.

Renee Fraser on advertising on internet and others Renee Fraser on advertising on internet and others