According to a recent study, 84% of millennials do not like or trust traditional advertisements. They don’t like feeling like someone is trying to sell them something. Since millennials distrust marketing, how can you market to them? To gain their trust, you need to establish brand transparency. In this week’s post, HSR Associates will be defining brand transparency and talking about why it’s so important to millennials.
What is Brand Transparency?
As we talked about in our last few blogs, millennials value authenticity in the brands and products they consume. Successful millennial food brands aren’t shy about the values they stand for and how they represent those values. Brand transparency means that your brand “feels” open, genuine, and honest – so your consumers don’t feel like someone is just trying to sell them something.
Transparency and authenticity in a brand can seem like pretty abstract concepts. What are some practical ways that you can approach marketing in order to establish brand transparency?
Be Yourself! Personalize Your Brand
Millennials want to connect with people, not products. One way to think of “authenticity” is to get personal with yourself and your brand. When your focus is squarely on the product (even if it’s an amazing product), millennials won’t be interested. Instead, use your marketing to tell them about yourself. Give them a real face and name behind the product!
Don’t Sleep on Social Media
Millennials overwhelmingly use social media, and there’s no reason not to take advantage of that. Having conversations and responding to comments (positive or negative) shows that your brand is engaged with consumers on a personal level. Social media can help establish your brand’s personality and “voice.” It’s also a great way to show consumers behind closed doors, so they can meet the people behind the product.
Take Action, and Provide Opportunities
Millennials value experiences over possessions, so invite them to be a part of your brand’s experience. Ask them for help, and thank them. Give them opportunities to share their thoughts, even when not directly related to your product. And don’t forget to take actions that show you share their values. Millennials want products that are natural, local, health-conscious, and eco-friendly. If you can show that your brand cares about these issues – whether by using Fair Trade ingredients, holding volunteer events, or working with local farmers – millennials are more likely to show their appreciation by buying your product.
Grow Your Brand Transparency with HSR Associates
As you can see, there’s no one recipe for brand transparency. You really have to know millennials to connect with them on a personal level. The food marketing consultants at HSR ASSOCIATES specialize in developing new food products and bringing them to market. We provide all the services necessary, from Kitchen To Marketplace. Contact us today at steve@hsrassociates.net.
More great ideas to come from our food product development experts! Stay tuned…………..