Special Reports Archive

Millennials present challenges to marketers. They use multiple devices, sometimes simultaneously, making them harder to reach than individuals in other demographic groups. They engage with social media to a higher degree than any other demographic group. This audience wants to be heard; social listening, as well as conversational marketing, can provide insights for product functionality and messaging.

How can marketers successfully target and engage millennial customers in the New General Market? For Vogue International’s OGX brand, the secret to catering to the female New General Market consumer is to “remain authentic, foster open conversations with her and create a community she can engage in that provides the opportunity to create the brand she wants are really the linchpin of success,” according to Courtney Connelly, senior brand manager for North America.

MADISON, N.J. — Pfizer Consumer Healthcare earlier this year augmented its Centrum MultiGummies line with Men and Women formulations. MultiGummies are a chewable multivitamin formulated with more vitamin D3 than any of the leading men’s and women’s gummy multivitamin brands, according to the company. Sales of Centrum multivitamins are up significantly. For the 52 weeks ended April 17 across total U.S. multi-outlets, Centrum sales reached $77.4 million on 25.7% growth, according to recent IRI data.

Hyland’s Leg Cramps was the Official Cramp Relief Partner of the Boston Marathon. A campaign called “Find Your Finish Line” encouraged runners to share their stories on #HylandsFYFL.

Bringing beauty to life” is Paris Presents’ mantra. For the company, accomplishing this goal — and catering to its millennial audience — means focusing not on products themselves, but on what those products can do for the customer and how they can help her attain her own objectives. For example, applying makeup to achieve a particular look. It also means working with social influencers who understand millennials and their priorities.

Marketers constantly “push” customers into sub-segments. And occasionally they forget to step back and find the commonalities to which they can appeal. “These are often the emotional or aspirational commonalities, as well as the benefits and needs,” said Delfina Cinco, director of marketing at Beiersdorf.