Connect or close

Photo: Susan Martin

You’ve heard it in the halls of trade shows and across social media channels: We have to start marketing to Millennials. But how? We say we don’t understand them, we have a hard time communicating with them, or we don’t know what they want. Well, it’s time to figure it out. Connect with Millennials now or face potential closure in the future.

Why? Millennials are the largest generation in U.S. history, numbering more than 80 million—three times the population of the previous generation—and they’re spending $600 billion each year. In 15 years, there will be more Millennials on earth than any other age group. Despite rumors to the contrary, they are very brand loyal, but brands must work harder and smarter to earn their respect and trust. You need them to buy your products.

Quality is not #1

Growers and garden center retailers have become very comfortable claiming that their product quality surpasses their competitors and many believe quality is the main motivator of their customers. The reality is that growers with poor products have already gone out of business. The cream of the crop remains.

When asked which factors tend to influence their purchases of branded products, Millennials list value, recommendations from friends, and brand reputation as being more important than quality. An acceptable level of quality is expected, not a bonus, for this generation. There goes your main marketing premise.

Can you relate and adapt?

Millennials do not relate to brands that market at them from behind closed doors. Today’s most successful brands meet and build relationships with consumers where they live: on social media, on mobile responsive sites, at community events, and are transparent about their brand values. 60 percent of Millennials say that social advertising has the most influence over them in how they perceive a brand and evaluate its relevancy.

Courtesy of Chris Hansen

As a generation, Millennials are greatly concerned about the state of the environment, having grown up surrounded by the issue of climate change and now the plight of our vital pollinator populations. Brands that authentically share consumers’ concerns and create meaningful products that support the local ecology are winning hands-down with this generation. Companies whose practices fly in the face of consumers’ serious concerns are routinely flogged on the open forum of social media, increasingly to great detriment of their brands.

Five traits of successful brands

Brands that are achieving the highest levels of success with Millennials share at least one of these five traits: local, authentic, earthy, easy and fun. Here’s how they are doing it.

1. Local. According to consumer market behavior research conducted by Bridget Behe of Michigan State University, most people place a very high value on locally produced products which they perceive to be more environmentally friendly and healthier. In fact, people are willing to pay an average of $.29 more for that locally grown pepper, pumpkin or plant at their local farmer’s market. Conversely, they are willing to pay $1.76 less for imported items. How many garden centers are actively promoting their products as locally grown?

2. Authentic and Relatable. Highly successful brands like Trader Joe’s and Annie’s Annuals & Perennials have done a superb job of developing an authentic brand identity that permeates every part of their business, from the people they hire, to the products they offer in their fun retail stores, and across their print and online marketing strategies. It feels good to shop from these companies that understand and share the values of their Millennial customers.

Click here to read more in the March issue of Nursery Management.