August 11, 2015

Understanding the Price-Oriented Shopper on Pinterest

How Understanding the Price-Oriented Shopper on Pinterest can Humanize Your Brand

Pinterest, a visual discovery tool to find ideas for projects and interests, is one such opportunity for brand-consumer engagement and understanding. By fully utilizing a social medium that is literally dedicated to creativity and personal voice, brands will be able to connect with current millennial users on a personal level and attract potential consumers.

The Target Audience

Many millennial Pinterest users consider themselves DIYers, meaning they enjoy 'Do-It-Yourself' projects. This is a target audience in itself. These folks are crafty, creative, thoughtful, and mindful of expense. They aren't trying to look 'cheap' in any way; they just enjoy the process and sentimental value of adding personal touch. They put in a little bit of extra work in order to achieve the best possible outcome, creating a memento that derives personality as well as the pride of a job well done. Millennial DIY users will gain confidence in a brand through Pinterest engagement, thus partaking in conversations and amplifying product sales as well as overall awareness. Pinterest users spend on average 89 minutes at a time on the site, compared to the 21 minutes on Twitter and 8 minutes on Facebook (IDG Research). By targeting this millennial DIY audience via Pinterest, creative ideas will not only be shared and discovered, but brand engagement and activation will be boosted significantly.

How to Successfully Target Using Pinterest

Millennial users want to engage with brands that are fun, personable, and up to date with current trends, not stiff and seemingly inhuman or behind on the times. A humanized page layout and voice will allow consumers to interact with a brand as if it were a friend. The projects these DIYers take on are individualized and original. This bargain aspect is where travel brands can utilize Pinterest in order to target the DIY demographic. DIYers aren't always looking for a bargain, but the best possible personalized choice never hurts. Brands can take advantage of this concept by removing the 'shame' in searching for the best bargain. Adding DIY projects to the brand's Pinterest board will allow millennial consumers (both current and potential) to see that the brand recognizes and engages in similar activities and holds similar interests. Promoting individuality through creative projects and ideas enables millennials to see that the brand has a personal voice and isn't afraid to show it. The humanization of a brand lets users see that they can relate to the brand on a personal level, which produces a higher likelihood of purchase as well as an overall increase in brand awareness.

Being conscious of and improving brand health is immensely important; just as a person is conscious of healthy choices and maintenance, a brand needs to be aware of its surroundings while prioritizing its wellbeing. Millennials come in all shapes and sizes, so to speak; so targeting individuals through creative and personalized means allows millennials to see that a brand can be human, too. Integrating a personalized feel into the marketing and execution of vacation packages could attract DIY attention. Instead of buying travel packages, DIY consumers might prefer to mix and match the flights, hotels, and activities of their trip. DIYers look to discover the 'best' of everything: the best airline paired with the best accommodations. This trip personalization could allow consumers to mix and match flights, hotels, and transportation, or even give consumers the ability to pose a price to the seller to take into consideration in order to create this personalized trip. DIYers want to see originality and creativity in the way a brand functions and sees itself, similar to how DIY millennials see their own personal projects. A hotel stay can be bought easily at full price, or can be a more personalized and boutique-feel experience by putting in a tad bit more effort for the best possible outcome.

Connecting with millennial consumers on the personal and creative level adds an air of confidence to the brand itself, but also to the consumer when deciding whether or not to choose the hotel. Humanizing a brand allows millennials to see a professional brand in a new light. Users will not only see themselves in the brand, but will also see a relatable and personable friend within the brand, with whom they can connect, interact, and share experiences. Pinterest gives brands the unusual opportunity to not only focus solely on marketing and branding, but to have a little fun and get creative with their audiences. Adding this originality to a brand's style and voice will attract the plethora of creative millennial users who admire individuality and take pride in being original. Taking risks in marketing can be challenging, but engaging an audience that prides themselves on originality and being different can be beneficial. By targeting this creative and mindful millennial demographic on Pinterest, users will engage with the brand through continued awareness and stylized engagement.

Revisit our site next week to understand how millennial Twitter users utilize the medium to post opinions and reviews.

 

 

August 3, 2015

Understanding Your Shopper on Social Media Outlets

How Understanding Your Shopper on Creative Social Media Outlets can Humanize Your Brand

 

Millennial travelers are the target opportunity in the travel industry. Making up 27% of the US population and 25% of the labor force, millennials will account for half of the US labor force by 2020 (Skift). By 2030 they are predicted to outspend baby boomers. But where is all that spending power going? As work experience is gained and a steady income acquired, millennials will put that spending power behind their restless passions of wanderlust.

 

Why Is This Important?

Social media outlets serve as some of the most utilized mediums through which travel brands are able to connect with the millennial demographic. According to AdWeek, millennials spend on average 18 hours a day with media, with 71% checking social media at least once a day. Excelling in social media communication can be a difficult feat because of the disconnect between buyer and seller, therefore making the understanding of an audience a high priority. By using social media outlets to humanize a brand, understanding habits and connecting successfully with millennials will become simple and familiar through these personalized interactions. As users become more familiar with the brand's voice and creative presence, a sense of trust will be gained between brand and consumer as marketing goals are achieved.

 

Mediums Brands Should Focus On

There are a myriad of social media sites utilized by millennial travelers around the digital world. Pinterest, Twitter, and Instagram are three mediums utilized by millennial consumers of all sorts, traveler or otherwise. While specifically targeting travelers will directly affect current consumers, attracting a wider range of users across these social mediums boosts awareness and credibility. Expanding a brand's consumer demographic is important for awareness, but attempting to successfully target every millennial is impossible. By catering to a specific demographic, new followers can be gained, consisting of the specific millennial demographic as well as other interested millennials. Having the ability to reach all millennial audiences, while targeting a single millennial demographic, can be effective and conducive to a brand's social strategy.

 

Demographics are tough to target. Millennials are even tougher. By focusing on an identified persona within a specified social medium instead of an entire widespread demographic, branding can become creatively diverse in a personalized and original way. Here are a few examples of social mediums through which brands should become familiar with their specified audiences:

  • Pinterest, with followers who enjoy DIY projects, allows brands to engage with consumers on creative and conscious projects and ideas.
  • Twitter allows brands and millennials to directly interact, enabling amplified activation and brand voice while gaining insight into consumer opinions and trends.
  • Instagram gives brands the opportunity to visualize consumer mentalities and inspirations, opening an interesting window to reminisce and engage in a creative way.

 

So What??

Utilizing these social media sites in order to individualize a brand's style and voice will help brands understand consumer habits and engage with their target demographics. This understanding of both the target and general millennial audience will then guide the brand strategy.

 

Check-in next week on how understanding the rationale of the price-oriented millennial shopper on Pinterest can help humanize your branding.

 

 

October 23, 2012

Millennials' Online and Offline Personalities

Leading up to our Future M session on How the Class of 2016 Will Change the World of Marketing, we conducted a mini-focus group with our college interns to better understand their mindsets. In this post, we asked our interns about the similarities and differences in millennials' on-line and off-line personalities?

Are your online + offline identities the same?

'The omnipresence of social media caters to our multifaceted personalities, allowing us to compartmentalize our lives online just like we do offline. My friends can have private and work Facebook accounts, remove vowels from their last names to avoid being searched and secretly follow Justin Bieber on Twitter without ever breathing a word of their secret obsession.'? Proma Huq, PR & Social Media Intern

'My online and offline identities are different, but it is also important to remember that these identities are not mutually exclusive. We all take on different personalities when

interacting with our bosses vs. co-workers vs. friends vs. family. Online, my Facebook personality (which is nearly nonexistent, with a private Facebook wall, and the tightest

privacy settings on my photos, etc) is vastly different from my Twitter voice (much more outgoing, open to connecting and conversing with strangers), which is also different from my LinkedIn persona (just friendly enough, but much more professional). It's natural this way. Human beings are complex, multi-faceted creatures, and I would expect that social networks reflect these traits.'? Angelina Zhou, Brand Strategy Intern

'I don't see my online personality different from my offline personality, but I don't think that's always the case. There are some crazy stories about people online vs. what they are like in real life.'? Shandi Mahan-Fortunato, Brand Strategy Intern

October 23, 2012

Millennials' Online and Offline Personalities

Leading up to our Future M session on How the Class of 2016 Will Change the World of Marketing, we conducted a mini-focus group with our college interns to better understand their mindsets. In this post, we asked our interns about the similarities and differences in millennials' on-line and off-line personalities?

Are your online + offline identities the same?

'The omnipresence of social media caters to our multifaceted personalities, allowing us to compartmentalize our lives online just like we do offline. My friends can have private and work Facebook accounts, remove vowels from their last names to avoid being searched and secretly follow Justin Bieber on Twitter without ever breathing a word of their secret obsession.'? Proma Huq, PR & Social Media Intern

'My online and offline identities are different, but it is also important to remember that these identities are not mutually exclusive. We all take on different personalities when

interacting with our bosses vs. co-workers vs. friends vs. family. Online, my Facebook personality (which is nearly nonexistent, with a private Facebook wall, and the tightest

privacy settings on my photos, etc) is vastly different from my Twitter voice (much more outgoing, open to connecting and conversing with strangers), which is also different from my LinkedIn persona (just friendly enough, but much more professional). It's natural this way. Human beings are complex, multi-faceted creatures, and I would expect that social networks reflect these traits.'? Angelina Zhou, Brand Strategy Intern

'I don't see my online personality different from my offline personality, but I don't think that's always the case. There are some crazy stories about people online vs. what they are like in real life.'? Shandi Mahan-Fortunato, Brand Strategy Intern

Recent

Popular