Maybe you are wondering “Why so much emphasis on Millennials?”
Millennials, those born between 1980 and 2000, form the biggest generation in U.S. history, even larger than the Baby Boomer generation. Millennials are moving into their prime spending years, and, as such, command a good percentage of purchases, including book purchases. Therefore, it is important to understand what drives this generation and how to best reach them with your marketing message.
Do you want to sell your books to Millennials? Then consider these three characteristics of this generation and adjust your marketing accordingly.
1. Millennials are readers.
Reports from the NEA (National Endowment for the Arts) and Pew Research reveal that individuals aged 18 to 35 outmatch other age groups in the number of books purchased and read each year. Millennials are also more likely to visit a library than other generations. A study by Pew Research found that 53% of Millennials used a library or bookmobile in the previous 12 months.
This is good news for authors. However, just because Millennials read does not mean that they will read your book. Keep in mind that Millennials are also socially conscious. They aren’t so much concerned about the product, they want to know the back story. When marketing to Millennials share with them the back story to your book. Hook them with the uniqueness of your book and its message and how it relates to the things they are most concerned about.
2. Millennials are social.
This generation is connected via social networking sites such as Instagram, Snapchat, and Facebook. This is their primary means of communication. This generation knows what their peers are reading and purchasing. Social influence is a big factor in what Millennials choose to purchase.
However, Millennials are not fans. They want to be active participants. They want to be part of the conversation and have influence. To reach this group, you need to show up where they hang out on social media. Join the conversation and invite them to interact with you. Respect their intelligence and ask for their input.
3. Millennials are bargain shoppers.
Millennials get marketing. They grew up with it. They are smart and don’t fall for the usually marketing tricks. Millennials want bargains. Over half (57%) compare prices while shopping. This generation wants maximum convenience at the lowest cost. After all, they have huge student loan debt.
When selling your books to Millennials, offer them a bargain. Give them a coupon or discount that they can make use of.
Have you had success in reaching Millennials? If so, I would love to hear what has worked for you.
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Photo courtesy of Zachary Nelson.