If you’ve been following our blogs, you know by now that to reach the millennial audience you need to talk with them and not to them. You need to be authentic, you need to engage them in conversations and you need to allow them to provide feedback. But, how do you do this exactly? How do you reach them in their environment, in their own language, without sounding like a bunch of, well, posers?
The answer lies in leveraging their peers. Other Millennials that are popular in the space your company plays in or with audiences that hold similar interests as the clientele you are trying to reach. Social advocates, YouTube stars, professional vloggers and bloggers are the new celebrity endorsers for brands trying to reach the millennial demo.
However, finding the right fit of these new personalities for your company should not be taken lightly. It is vitally important for your company (and your new group of talented individuals) that the engagement between talent and brand is authentic and organic. Endorsement deals are a tricky business even with traditional celebrities but even more so in this delicate social space with the unforgiving millennial audience. Here are some tips for finding the right fit for your brand.
1. Do your Research
Before you move forward with engaging any sort of celebrity or talent endorsement make sure you thoroughly vet them. Know where they came from, where they’re going and what they do. Look into all of their social channels, known and unknown, and for goodness sakes Google them. You are looking for anything unsavory lingering in their past, indications of future actions but also number and types of followers on each of their social channels. How does their audience interact with them: are they viewers, or are they actively engaged. Ultimately, is their audience the right group to help you achieve your marketing goals?
2. Match your product or brand with the talent
Is your product or brand something the talent already uses or would naturally fit into their public profile? After completing your research you should have a really good sense of whether or not the talent will be a good fit for your company. However, if you still have any doubts or concerns think of opening a dialogue with the talent and asking them for their thoughts on the partnership. Ask them to submit ideas for how they would interact with your brand so you can both start to picture how the integration would look in the real world. You can also start small and grow the partnership over time.
3. Don’t tell them what to say
Whatever you do, don’t dialogue or over produce any integration with the talent. Make sure it is a collaboration and that both of you stay true to each of your brands as well as the art that made the advocate famous in the first place. In other words, keep it real.
4. Make proper disclosures and watch your back
Not as fun but probably most important, make sure you check with legal counsel on what level and type of disclosures need to be included in social promotions endorsing your brand. Also, keep in mind while you can build in all types of out clauses in your contract once something undesirable happens its already out there and it can’t be undone. Have a Public Relations strategy in place to deal with any potential backlash or fall out and make sure you continuously monitor the social channels to stay ahead of potential crisis.
5. Have fun with it!
With all of that said, don’t think too hard about your plan and remember to have fun. I know, it sounds contradictory to everything I’ve just stated but if you find the right fit for your brand everything will come easily. If the talent is right for your company, integrating your messaging with them will come naturally. After all you are trying to reach the coolest, most socially advanced, tech savvy group of individuals to date right?
For more Millennial marketing tips download our latest EBook below.