The new target for Digital Marketing: The 6 Millennial’s characteristics that breweries must know

With this article related to the world of craft beer we will talk about how marketing applied to this sector is particularly dynamic and innovative.

As highlighted by Paola Salcedo, in her previous article about the KPIs related to the world of craft beer, the success of this sector strongly depends on how the marketing campaigns launched by the manufacturers can offer scenarios of interaction between the public consumption of the product and the brewery. The campaign launched by #Brewdog to promote a beer co-created with its followers has shown that the dialogue between producer and consumer can open interesting scenarios for digital communication of artisan productions. A new and fertile soil, certainly, but this does not mean that it is still free of complexity that must necessarily be untangled. In this sense, one of the most difficult challenges for small and medium craft breweries is to understand which type of public to interact.

Does the term "generation Y" mean anything to you?

Generation Y, or more commonly called "Millennial", is composed of young people between 20 and 35 years of age. Characterized by the familiarity with which they communicate through media and digital technologies, they make up about 20% of the entire Irish populations. By combining the dots, it is therefore easy to recognize that this is the demographic segment that has the most appeal for craft brewers.

The strong digital inclination of the new generation of consumers prevents brands from using the classic languages ​​of advertising, but not only. The peculiar appearance of millennials also has to do with styles and approaches to life that force companies to analyse the segment of craft beer, including cultural, as well as economic. What other propensities should they become part of a good marketer's toolbox?

Generation Y - Millenials

1. The millennials define what is artisanal as small, independent, local and of high quality.

The most common concepts associated with "craft beer" are those of "small independent company" and "low production". It is also important that the product, in addition to the superior quality with respect to industrial productions, is attributable to a territorial specificity. For the Millennials that reside in Ireland the quality of the beer hops is very important.

2. The more you are social, the more I like you

The millennials appreciate the presence on the social networks of craft breweries, preferring them to those who do not use them and registering a greater propensity to loyalty to the lifeblood of any business. It is indeed identified that a loyal customer is much more profitable compared to the cost of a further possible promotion campaign in search of new consumers. Many of them, especially those with greater expertise, say they would be interested in collaborating with companies in developing services and products. (Amalia Puertas describe this phenomena in the last blog post, if you lost it just have a look).

From this, we can easily guess that our target audience is no longer to be considered a passive audience, but rather, a public that likes to be actively involved in the everyday life of our business. Data in hand shows that through gamification strategies introduced in social channels it is possible to increase the traffic rate by 70%.

3. Gamification the best way to attract Generation Y?

Gaming, also called gamification, is a marketing strategy that involves the use of games to attract consumers.

Social gaming aims at sharing data or results, stimulates a healthy and friendly "competition". For the players, in fact, there is no real "contact" in the game phases, but a solitary experience within collective rankings.

But we must not imagine gaming only as a real game, as much as a playful activity in situations where it is not necessarily foreseen. It is not always a question of pigeonholing gemstones of the same color or framing pieces of Tetris, sometimes gaming can be the involvement of the public in something that stimulates their curiosity.

One of the positive aspects of 'social games' is the ability to attract many people and to follow the tendency to follow fashions and the increasingly strong presence of people on social networks.

Some games are also fertile ground for friendships (at a distance or nearby) and create a real loyalty that stands out against the types of favourite games. It is not uncommon, for example, to find in-store gaming gadgets born on social media or for smartphones.

As seen so far, the advantages of social gaming are many. However, to really understand the extent of this phenomenon, just think of how often we find ourselves in "public" spaces called social networks.

In the rain or the sun, during a long train journey or in the short journey of a couple of bus stops, we all end up peeking out or taking long walks in the squares of Facebook, Instagram, or Twitter. If we add to this something that has always existed and that will always exist (like games and fun) here we create a winning mix.

Gamification, therefore, makes it possible to redesign the customer experience and it is easy to understand how social gaming a valid marketing tool is for bringing the customer closer to the product and retaining it in the brand, in an engaging, fun and active way.

Gamification Marketing

4. Despite lower purchasing power, they are willing to spend on higher quality

View (still) as an affordable luxury, craft beer generally costs more than an industrial beer but is preferred for its higher quality. It is above all the taste (more hops) and the freshness (absence of the pasteurization process) the attributes recognized as more important in the moment of choice.

5. The importance of experiences

Rather than finding their way with a name or logo, millennials prefer to identify the value of the product thanks to the experiences they live, and sometimes co-create, with the brand. This is true, of course, if the consumer has a minimum knowledge of the variety of products available to him. The neophyte will be guided by other processes.

6. Millennials dare, Try

Many research subjects have defined themselves as adventurous, thus defining themselves as not excessively anchored to classic tastes and styles of beer. One of the main characteristics of craft beer is its tendency to experiment, to creativity: nothing better, therefore, for a curious and dynamic consumer like that of this generation.

The road to follow is certainly not without obstacles, but the right path has probably been found. A great challenge for those who produce, but also for those who consume.

We millennials drink a good pint in the meantime: #cheers