Marketing to Millennials For Dummies
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After you establish the objectives of your share economy campaign, you’re ready to provide your audience with incentives to participate. For example, you can create a place for your community to share access to online subscription services, such as creative software, instead of requiring them to buy access to each individual product. This incentive can be a very powerful way of pulling users to your brand over a competitor.

However, it’s important to create barriers to prevent this kind of service from being abused. Some ways to prevent abuse include

  • Making sure that shared passwords work only with a certain level of subscription
  • Putting a limit on how many documents third parties can save
  • These methods allow users to access the product until the desire for ownership comes into play, and they move away from simply needing access.
Take a look at some marketing tactics you can employ to encourage adoption of your newly launched share economy platform.

Reach out to your existing database

Current customers are the easiest ones to get on the share bandwagon. Your existing database of Millennial customers is sure to include some users that fall into the share economy group.

Go through the audience development process, but focus on existing customers and fans. Encourage them to participate and push them to check out the new offer.

Leverage native video ads

Mobile is where Millennials spend their time, and the success of share economy mobile applications like Uber and Lyft show that this audience is partial to the mobile platform.

Develop your ads and push them to your selected media on mobile devices. Highlight the benefits of the share concept for your product or industry and provide some incentive to get Millennials to try it.

Target ads to the share economy audience

After you segment the audience that fits into the share economy, create content that focuses exclusively on the sharing aspect. Touch on the fact that your audience may have a pain point that this feature addresses — for example, not needing the full service or product or not being able to afford the full option.

The model you should use in the case of these ads and pieces of content is the problem-solution model. This model involves presenting your target audience with a problem they may or may not know they have and then offering them the solution to that problem all within the ad itself.

Develop incentivized adoption schemes

Incentivizing adoption is your best bet to get the ball rolling. Every one of the models you implement should include some sort of incentive. Incentives will generate the fastest adoption by users in all categories.

The incentive can be something simple like a free sample, gift card, or offer redemption. It can also be something more complicated, like a tiered offer based on subscription level, subscription length, or frequency the product is used.

About This Article

This article is from the book:

About the book author:

Corey Padveen is an industry- leading marketing data expert with extensive experience building strategies and working with brands in a variety of industries to execute measurable growth campaigns. He is a partner at t2 Marketing International, an award-winning marketing consultancy that has worked with some of the largest brands in the world.

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