IN THIS CHAPTER
Developing an experience for your Millennial audience
Linking experience to each touchpoint
Creating experience-centric campaigns
Millennials are price sensitive and willing to delay purchases. But when they are ready to spend, a priority for those expenditures will be on experience-oriented purchases. Their desire for brand experiences ties in closely with their pursuit of brand relationships. A brand experience doesn’t necessarily need to be some grandiose gesture. It can be subtle. Millennials are observers who appreciate subtleties and look for relationships with companies that don’t blast them with overt corporate messages.
This chapter focuses on the creation of a brand experience that extends beyond the simple transaction. You concentrate on integrating the experience into every campaign and look at the tools you need to integrate the brand experience into your larger marketing strategy.
One of the most important things to remember is that during any customer interaction, on any media type, your brand should be instantly recognizable. Instantly recognizable means that everything ...