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National Restaurant Association - 5 tips to develop loyal relationships with millennials

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5 tips to develop loyal relationships with millennials

Millennials are a tough crowd to gauge. At roughly 80 million strong, this generation is the largest to date, which translates to a high volume of market share. Restaurant marketers are perking up to new millennial trends that relate to communication, generational habits and how this group interacts with brands.

Find out what your restaurant brand can do to better connect with millennials:

  • Go mobile. According to eMarketer, more than half of millennials own smartphones. Of them, 60 percent use their mobile devices to access the internet. By developing a solid mobile presence, you can position your brand to stay top-of-mind with millennial consumers.
  • Develop responsive Web design. Many millennials access the Internet on more than one device, such as a smartphone and a tablet, so a simple, easy-to-navigate design is important. Responsive Web design can ensure that your message gets through, no matter how consumers access your site.
  • Integrate millennials into your social strategy. Allow millennials to be part of your brand – not just follow it. According to Jeff Fromm, an expert on millennial marketing, the definition of brand value has changed because of this. In a PSFK article, he dubs this movement “the participation economy” and says millennials are looking for ways to participate.
  • When advertising, go native. Perhaps you’re considering online or mobile advertising. Recent research indicates that traditional display ads and banners no longer influence millennials because they’re too “disruptive.” Native ads are those that are strategically placed and seamlessly align with content consumer browses. The ad design and content match the source they’re placed on.
  • Be more than a speaker box. Social platforms help you connect and build relationships with consumers outside your restaurant. The most effective strategies are personal. If you see a customer checked in to your restaurant through Facebook or Foursquare, follow up with him or her and ask about the experience. This allows you, as a brand representative, to negate bad experiences firsthand, as well as humanize your brand. That helps consumers relate to you and shows you genuinely care about their experience.

No matter how you connect with millennials, make sure they know who you are and what you stand for. To ensure that, it’s important to build a presence in places where millennials are most active. Then focus on building solid relationships with them.

This article was provided by DigitalCoCo. For more information on how to measure your social influence, visit the Restaurant Social Media Index.

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