Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever by Jeff Fromm & Christie Garton

Author:Jeff Fromm & Christie Garton [Fromm, Jeff]
Language: eng
Format: mobi
Publisher: AMACOM
Published: 2013-07-12T14:00:00+00:00

Engaged Participants (New) vs. Heavy Users (Old)

In the past, brands were aware that there were differences among members of their customer bases—some were heavy users and many weren’t, for instance. The challenge (often impossible) was to figure out what caused someone to become a heavy user and whether the same trigger(s) could be used to turn the casual consumer into a heavy user as well.

“It’s the 80/20 rule,” explains Joe Cox. “Twenty percent of the consumer base (the heavy user) is typically responsible for 80 percent of the profits, so obviously brands want more on those heavy users. It just wasn’t so obvious what made a heavy user in the past.”

Today, real-time channels such as the online communities help brands get a better sense of what causes someone to become a heavy user—knowledge that can turn more consumers into heavy and engaged participants in the shortest amount of time.

Starbucks has also been testing the use of virtual communities with its most loyal customers. Through its MyStarbucks Idea.com platform, customers can log in, submit their ideas for the brand, and even rate other customer ideas.23 And they’re not just seeking new product ideas. Customers are asked to tip off the company about in-store experience and community service–focused involvement ideas, as well. In exchange for their time and input, participants are awarded points for sharing their ideas, receiving positive posts about their ideas, or commenting on or voting for someone else’s ideas. The top 10 point collectors are recognized on the site’s leaderboard each month.

What makes this different from other online communities or those suggestion boxes of yesteryear? The sheer number of people who actively participate in this venture and the company’s commitment to putting the best ideas into action. Indeed, there have been more than 94,000 new product ideas, 31,000 experience ideas, and 20,000 involvement ideas posted. There is also a section on the site called “Ideas In Action,” where participants can track their own ideas and see which are being reviewed, which are coming soon, and which have been officially launched. And Starbucks is launching many of these members’ ideas. That free beverage you get on your birthday when you sign up as a member of the program? You can thank customer suggestions on MyStarbucksIdea.com for that freebie. This is a great example of a brand that is not only listening to its consumers but willing to take the extra significant step of executing their ideas.

Another company that was frequently named a favorite by the Millennials interviewed for this book is Chipotle. The reason often revolves around how Chipotle engages its biggest fans (those heavy users) in its marketing tactics.

“I love Chipotle’s marketing because it’s all fun stuff like their Boorito day on Halloween—if you dress up like a farm animal you get a free burrito,” says Caroline. “Of course I participated and again on Valentine’s Day when you can get a free one for kissing someone!”

The fun, carried out by in-the-know and engaged consumers like Caroline, is spread to other consumers, who quickly become caught up in the excitement.

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