As a millennial (1987 baby!) mom to four kiddos, I can tell you that being busy is a constant. Wake up, do five billion things, clean up five billion things, go to bed… repeat. Okay, maybe I am exaggerating a bit, but life is truly very busy.
How do you reach people who seem to never have a moment to slow down?
Keeping in mind that millennials are currently one of the most sought-after generations to market to. They’re tech savvy, socially aware, and have significant buying power.
Let me share some insight into just how to reach millennial parents, like me.
Millennial Parent Statistics
Successful marketing starts with understanding the challenges that they have faced, Millennials are a generation that has had a unique history.; They grew up during the digital revolution and experienced major economic events during their career. Today, millennial parents spend so much time juggling work and caring for their children. It’s no wonder they feel overwhelmed and exhausted much of the time!
Here are some important statistics to better understand this unique generation of spenders.
- There are an estimated 72.1 million millennials in America. (Snipp)
- 80% of millennials will be parents. (Snipp)
- 82% of millennial parents work. (Lurie Children’s Hospital)
- 52% of millennials are living paycheck to paycheck. (Porch Group Media)
- Nearly half (46%) of millennial parents feel burned out. (Lurie Children’s Hospital)
- Millennial moms account for 85% of all consumer purchases and control over $31.8 trillion in worldwide spending. (Marketing-Interactive)
- Millennial women are the most financially independent and the most educated generation in history. 7 out of 10 participate in the workforce. (Snipp)
- 68% of millennials make purchases based on social media recommendations. (Marketing-Interactive)
- 90% of millennial moms share information about purchases they’ve made. (Snipp)
5 Ways to Reach Millennial Parents
1. Leveraging Data-Driven Insights
Millennial parents, particularly moms, wield significant purchasing power and influence.
Understanding the data that drives parental purchase is crucial to getting in front of them at the perfect moment.
Life-Trigger Data: This should be a driving force behind your marketing campaigns, tailoring messaging around pivotal events. Some common triggers include pregnancy, new family members, starting school, moving, or career shifts.
Demographic Data: For example, millennial moms. They often hold advanced degrees, many of them are working, and have higher household incomes than previous generations. They can be single parents or in blended families. When using demographic data, you can target the exact segments you wish to target, along with creating highly relevant messaging to capture their attention.
Psychographic Data: Millennial parents seek out brands that align with their values, such as sustainability and ethical practices. They are heavily influenced by social media and online communities, where they seek advice and recommendations from other parents. Understanding psychographic insights are crucial for you to effectively connect with this generation of parents.
2. Social Media
Millennials grew up when technology was developing rapidly. As a result, they are hyper-connected.
Today, 75% of millennials use social media to interact with brands.
Social apps and sites are a place many millennials go for a break. Every mom I know will gladly procrastinate that laundry pile, for a scroll through the most recent reels.
Prioritize the platforms where these parents are most active, such as Instagram, Facebook, and TikTok. Focus on creating engaging posts that resonate with their values and lifestyle. Use these channels to tell relatable stories, offering helpful tips and advice, and highlighting products and services that make their lives easier.
Millennials find value in user-generated content. They are a generation that loves to share their own experiences and recommendations with their peers. Encourage parents to share their experiences with your brand on social media. Collaborate with millennial parent influencers to reach a wider audience and build trust.
3. Email Marketing
79% of millennials prefer being contacted by brands via email.
Start by crafting engaging subject lines, even try using cheeky lines or your sense of humor! Add visually appealing images, with quick and easy to scan messages, and a strong call to action. 59% of millennials primarily use their smartphone to check email – so make sure it is mobile friendly.
Leverage automation tools to help streamline the process, sending timely reminders and exclusive offers. Make your email outreach a touchpoint in a larger multi-channel approach.
Segmenting millennial parents based on interests, purchase history, or the stage of parenthood they are in can enhance personalization and increase conversion rates. They are a generation that values authenticity and personalization – especially when they have very little time and have seen every single marketing play under the sun.
Fun fact: 93% of millennials are more likely to purchase a product if it has reviews that include photos and videos in addition to text.
4. Online Shopping
67% of millennials prefer shopping online versus in a brick-and-mortar store.
Millennial parents, particularly moms, are driving the e-commerce boom. They are comfortable navigating online marketplaces.
They expect a personalized shopping experience, that makes them feel like they have made the most of the few spare minutes they have. You can use data to share personalized suggestions based on their browsing history, upselling and cross-selling to make their shopping process quick and seamless. Also, a smooth checkout process is a definite necessity.
They read and trust reviews from other parents, making reviews an important part of your online strategy. Using social media influencers, website and product links in parenting blogs, and targeted online ads are effective ways to reach tech-savvy millennial parents.
Most of all, they want to understand how your products will enhance their family’s life. Make sure you are offering this audience a deeper connection to your brand to ensure they feel like you understand and care about the challenges they’re facing.
5. Direct Mail
Direct mail may be a vintage classic, but it can still be an effective tool for marketing to millennial moms and dads.
In fact 92% of millennials have made a purchasing decision influenced by direct mail.
Thoughtfully executed direct mail campaigns resonate surprisingly well with them. Because they often feel overwhelmed by digital noise, they appreciate the tangible experience that mail pieces bring them. A well-designed, personalized piece of mail that offers value beyond a sales pitch, can really capture their attention.
Consider incorporating interactive elements like scratch-off cards, augmented reality experiences, or QR codes that lead to exclusive online content. Go above and beyond, aligning your brand with causes they care about, such as sustainability or social justice.
Remember to keep the messaging concise, visually appealing, and relevant to their busy lifestyles.
Marketing Solutions
For further ideas and marketing solutions to attract millennial parents, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting your business with new homeowners through online and offline channels.
