Facts you always wanted to know about millenials
Hey, hey! This blog reaches you with a little delay, as we have all been busy like the screen of our landing page with the pretty snowflakes. Nevertheless, I thought of sharing some insights I recently gained while following up on research done for a pitch.
Basically, it comes down to this:
Do you want to communicate with millennials? I hope you already did so, but if not, then it’s definitely time to delete all excel columns for classical ads in your ad_budget_planning.xlsx and get yourself a brand new one for content_marketing_plans.xlsx!
Depending on if you want to see the glass half full or half empty, TV consumptions did not stop yet, with 45% of Austrian viewers still enjoying “linear TV”. But even then we – hey, I am a millennial too – do not buy the brand message that is communicated solely in the classical sense. We would rather experience relevant content that builds a valuable relationship with a brand – or with an art institution. You read correctly: this thinking needs to find its ways toward museums! I am not indicating every museum needs to communicate with millennials, but creating the content (properly) will be crucial if you want to communicate with future generations (currently 35 and under). They already are a huge well-funded target group that is interested in arts and culture, as well as being digitally savvy – what more can you wish for?
If you work for art institution, the good news is: any museum, foundation or gallery is the original content producer, historically speaking. They have been putting out relevant content all these years. But we need deeper stuff than just the regular mention of your talk series or your exhibition openings. It is time to shake up the “marketing” department and finally see that this content needs to be THE thing you have to communicate.