When targeting a younger demographic, particularly the X and Y generations, marketers seem to think that connecting electronically is the best approach, after all, both generations grew up with mobile phones, cable TV and the internet. What most marketers fail to realize though is that because they are constantly bombarded by advertisements each day, young customers are actually very marketing-savvy. Another thing is that these generations consider mail important. Perhaps because email, instant messaging and social networks are part of their everyday lives and included in matters involving friends, mail takes on a different level of importance for them. For young customers, receiving mail means businesses took their time to reach them directly, that their patronage is valued. Young customers also perceive mail as a much safer way to communicate personal and financial information.
Why You Should Target the Young Consumer Demographic
Targeting young consumers for direct mail services may yield abundant financial rewards. This is because the young consumer demographic is less financially encumbered than older consumers. They have fewer important financial liabilities like kids to support, or monthly mortgages. Add the fact that the young demographic has money to spend, this means that they enjoy greater disposable income. On top of that, this group also has influence over their parents’ buying decisions.
What You Need to Know About the Young Consumer Demographic
The youth market is very tech savvy. They love their electronic gadgets. They are always “wired” or “connected.” Marketers need their direct mail to distract their young target market from these gadgets. With the help of a reliable direct mail service provider, they will be able to achieve this. Another thing that marketers and businesses need to understand about the young consumer demographic is that they like to keep up with the latest trends. Direct mail already has an advantage because they are perceived as important. However, it is crucial for companies and businesses to keep track of the latest trends if they wish to connect with their youth target market. You have to understand their world in order to be a part of it. Understanding can help you offer products, services and incentives that appeal to them.
In terms of buying behavior, the youth market is into special offers more than their older counterparts. Young people also like to purchase from catalogues. Add the fact that they are “impulse buyers,” means that if they see something that they like (on a catalogue perhaps) they are likely to purchase it immediately.
Communicating with the Young Consumer Demographic
Because young consumers are constantly hit with advertising messages, marketers and businesses have to get their attention using other means. Marketers and businesses that opt to use direct mail are in luck because they are up against few competitors. However, young consumers have become more discerning in terms of what to discard and what to read so it is important for direct mail content to “speak their language,” to be respectful of them as individuals.
Your campaign can also get a boost from using different media. While direct mail may signal that you value the youth market, emails for instance may help you stay in touch on a more regular basis. Resort to using direct mail again for special occasions such as Christmas Sales or Black Friday.
I’m Kaycee Mabborang, I write for Print & Mail 4U, a company specializes in various printing and direct mail services. I have been producing top quality content at a very quick pace since 2007.