Your Club and Connecting with Millennials

The Rise of Millennials

In 1987 the term “millennials” was first coined, a prelude to the oncoming “Y2K.” Growing up in a world on the tide of technology, millennials first gained retailers’ and marketers’ attention for their natural early adoption of cell phones and involvement in the social media movement. With the launch of the mobile web, millennials underwent a great shift to the digital world. A digital generation; they shop online, interact online, research and review online, and navigate the internet world with ease.

Millennials Today

The oldest millennials are now in their mid-thirties with knowledge at their fingertips and are embracing a more active, health-conscious lifestyle. Nearly a third of millennials belong to a gym and those who don’t belong to one utilize technology to assist at-home and/or outdoor exercise. They are a hot marketing segment with disposable income, a need to be heard and understood, and expect a personalized, interactive experience.

Purchasing Preference

While millennials are most known for their internet presence, it is not the only realm they navigate. Millennials are still the largest offline retail purchaser as well. In a world of expected instant gratification, millennials still visit close proximity store locations, including your gym. The difference for millennials is that the purchasing process begins long before they hit the actual club location. A complex process of internet browsing, review reading, coupon searching, and social media influence millennials’ opinion of your club, your services and whether they identify with your brand. They have already chosen before they walk in and have already preregistered, as they will not be waiting in any lines.

Personalized Experience

Based off extensive data collected, it’s evident that for millennials, it’s not about age, it’s about lifestyle. Millennials can’t be grouped by age, as they vary in personal life stage; some out of school, others are still studying, some purchasing their first home and expecting children, others are single and socially engaging. To attract millennials to your club you must make your marketing personal. Know who they are, what they are buying and where to find them online and offline. Understand their fitness habits, the way they live and interact, and what activates their loyalty. Speak to their interests and they will be more than willing to connect. They have no problem socially sharing what they expect of a brand in hopes that they will be heard.

Approach

Data analysis is essential in knowing the unique millennials you target and the media channels they use. Give them a hyper-personalized experience using predictive analytics to anticipate their needs and connect with them on the multiple media channels they navigate daily, and they will become actively loyal to your brand.

Brittany Irha is the marketing coordinator at Epsilon. She can be reached at birha@epsilon.com or 858-900-3600.