I just finished reading a really great post on Gen Y Marketing by Patrick Evans I found at a site called YPulse. You can read it here, but the gist is this: “brands need to be clear about their offerings and find ways to entice consumers. After all, having a focused message and providing value, happiness, and good products are what matter most to Millennials.”
Um, DUH? Shouldn’t that be the premise behind ALL products, ALL the time, no matter the audience? Why do companies continue to try and find shortcuts? Why do they lie, obfuscate, cheat, sue, steal and hide rather than just do the one or two things they can actually control that will make the biggest difference in their long-term success?
What are those, you ask?
Make something really, really good. Strive to enchant your customer by exceeding their expectations in every area. Reward their loyalty and their trust with transparency and commitment. That’s it. If you do those simple things, none of the other crap will be necessary, and your customers will reward your with loyalty you cannot imagine. Apple and H&M have nailed it, says Evans. They understand that value and exceeded expectations are what works in a world where distractions abound and loyalty can be fleeting.
No, it’s not always easy. It takes commitment, focus on details, and courage to retain integrity when so many of your competitors don’t have the guts to stick it out and cave to the cheap, easy way to market. But if you want to still be around when these Millenials finally get some cash, you’d better starting planning for excellence. Because that’s what they expect.