Reaching the Millennial generation is about tapping into a mindset more than an age group, said Danielle Vona, vice president and chief marketing officer for Sonic Corp., in a keynote presentation at the “Share. Like. Buy.” conference in San Francisco on Friday.
At the conference — sponsored by marketing agency Barkley US, consumer researcher Service Management Group and The Boston Consulting Group — a new study was presented called “American Millennials: Deciphering the Enigma Generation.”
Based on a survey of 3,896 Millennials, the study offers insights into the generation, which, for survey purposes, was defined as consumers between the ages of 16 and 34.
In general, Millennials love cutting-edge technology and want to be defined by their passions, the research found. They love to eat fast food and snack, and see dining out as a social occasion. They see themselves as living healthfully — although they splurge on weekends — and they live on Facebook.
Vona was among several branding experts and researchers who shared their experience and insights in reaching Millennials.
At Sonic, the marketing strategy looks at the attributes and passions of Millennials as they fit with Sonic customers of all ages.
“Sonic lovers are young at heart,” Vona said. About 30 percent of Sonic customers are over age 55, but the experience they look for at Sonic makes them feel and behave like those in a younger demographic, she said.
As a result, Sonic has focused its marketing on the notion that people of any age can unleash their inner creative spirit — whether by ordering a hamburger with jalapeños and banana slices, if that’s what they love, or customizing their beverages.
“We’re trying to get beyond the idea of life stage and tap into what’s relevant to us all,” Vona said.
RELATED: Study: Millennials want variety, value
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Others offered advice to restaurant operators that target Millennials.
NPD Group restaurant industry analyst Bonnie Riggs said the Millennial age group is 52 million strong and spends an estimated $78 billion in restaurants.
“They are moving into their heaviest foodservice years right now, and now is the time to reach out to them,” she said.
Riggs noted how diverse the Millennial generation is: About 18 percent are Hispanic and 14 percent are African-American. “There’s a real opportunity there for product innovation,” she said.
Brad Hanna, senior vice president and group account leader of Barkley, said Millennials are embracing cooking at home again, but they also love to eat out as a way to socialize.
“Brands don’t market to that need for socialization as much as they should,” Hanna said.
Doug Austin, vice president of ad agency Marlin Network, recommended listening to consumers and looking for opportunities to respond to them.
“Go where they go, follow them and watch their interactions,” Austin said. “Do scraping in social media. Look for what’s being said and what’s not said.
“They’re telling us what our brands mean and how they’re defined,” he added. “If we’re not really listening, we’re going to miss it.”
Watch a video from the conference
Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout
