Millennials want authenticity, experiences, collaboration, and solutions to world problems. The blog at:
http://blog.hubspot.com/marketing/marketing-to-millennials#sm.000ojxm5dvd1eb211f81otpnrrx9s
describes 8 ways to market to millennials. The article talks about what millennials are looking for in advertising and how to reach them. Once I realized this blog was not an article, I searched for an article.
The article at:
https://www.entrepreneur.com/article/246199
focused on 3 aspects of marketing to millennials. The Entrepreneur article talked about the importance of mobile marketing, targeting social groups (not life stages), and being relevant and engaging; which seems a lot like authenticity.
Knowing how to market to millennials is important and while there are several companies that have been marketing to them, Springfield Armory has taken it to another level. The company’s history alone is pretty awesome, and millennials like a story. Springfield Armory doesn’t stop there. They have a “defend your legacy” campaign, which is pretty brilliant seeing how millennials are stereotyped (or not) as being narcissistic. The campaign has short stories, video included, of 8 people, 8 millennials. They are diverse in race, gender, demographics, and experiences. However, they all want to defend their legacy.
Springfield Armory has integrated many of the suggested marketing tips the blog and article mentioned. The campaign aligns with the company’s release of their new rifle. The campaign is fresh, authentic, and will probably be successful.
http://www.defendyourlegacy.com/people/