Targeting Millennials with Print Advertising
By: Sharon Penn - December 16, 2016
Millennials are coming into their own, and this younger generation following Generation X is a main target of advertising efforts. This makes perfect sense because there are so many Millennials and because this growing market is projected to spend trillions of dollars annually in the coming years. Millennials are famous for their strong attachment to electronic devices, but it is clear that they also respond well to print advertising.
Who Are the Millennials?
While there is no real definition of the Millennial generation, the general consensus is that they were born somewhere between 1980 and 2004 and came into adulthood around the beginning of the 21st century. That would place the oldest Millennials approaching 40 years of age in 2016. This generation, raised in the electronics age, feels comfortable online and they use social networking as a main form of communication. It is estimated that Millennials send around 50 texts every single day on average.
Marketing to Millennials
The almost 80 million Millennials are increasing in earning power, and as their income grows they are projected to spend a whopping $1.4 trillion each year. As you might expect, marketing campaigns targeting Millennials focus on electronics, but it turns out that they react very positively to print media as well. Millennials are inundated with digital advertising, but the majority read direct mail, thumb through catalogs and are likely to take print coupons to a brick and mortar store. So it may be that an effective marketing campaign targeting Millennials will combine both digital and print strategies. For example, a digital ad can be followed up by a direct mail postcard, flyer, brochure or catalog.
The Beauty of Print Advertising
Studies show that the print medium is effective for Millennials and others by prompting strong neural connections in the brain, more so than for digital media. Reading advertising content on a physical piece of paper produces stimulation that leads to better retention, an important benefit for companies that want their customers to remember their products. Scientific studies aside, Millennials overwhelmingly enjoy receiving a printed piece. Printed materials have a quality feel that denotes value compared to digital materials, as evidenced by the resurgence of stationery and printed greeting cards among this generation.
PCA Delta, the Commercial Printing Powerhouse
PCA Delta is a multi-million dollar commercial printing powerhouse in Pompano Beach, Florida. Our facility offers advanced technology, an onsite graphic arts department and a wide range of capabilities for true custom printing to brand your company and support your marketing efforts. Ask us about incorporating print advertising into your marketing campaign when it comes to targeting Millennials and others.
Please call us today at 954.781.7771 for all your printing needs.