Does Your POP Display Appeal to Millennials? How to Capture This Key Demographic
They have been accused of being self-centered and narcissistic. They have been praised as bold entrepreneurs and champions of change. In their world, they have no memory of the Cold War, don’t remember a time when a woman was not on the Supreme Court, and have always known a phone that has internet and texting capability. (They likely don’t even remember a “landline.”)
They are millennials, and if your POP display is going to be effective, you’ll need to know how to market toward this demographic.
Who are the millennials?
The millennials are generally defined as those who were born from 1981 to 1996. They now represent the largest generation in the U.S. labor force, where roughly 1 in 3 are Millennials, according to the Pew Research Center.
The Pew Research Center also indicated that millennials are close to overtaking Baby Boomers as the nation’s largest adult generation, representing more than $2 trillion in spending power.
3 ways your custom POP displays can appeal to millennials
1. If you support charities and let people know about it
According to Forbes magazine, 70 percent of millennials will spend more money on a brand if it supports causes they care about. Why is this? According to a report from CNBC, it’s because:
- Millennials are incredibly tech savvy and are able to take advantage of online ways to give.
- They are passionate about issues and support that passion by either volunteering or giving money.
- They follow their favorite causes through social media and feel they have a vested interest in helping them succeed.
- Millennials are more likely to see a charitable contribution as an “investment” instead of a donation.
Therefore, if your company regularly donates a portion of its profits to a charitable cause, make sure this is indicated prominently on the display.
2. Make sure your design implements elements of your online presence
Surprisingly, while most millennials will research an item on their phones, they will actually physically purchase it in the store. Only one-third of millennials will make the purchase on a computer while 16 percent will make it through a phone or other mobile device.
Therefore, if your online store utilizes certain colors or themes, be sure to reiterate this in your instore POP display so millennials can easily find it. Remember: they have already done their research. Right now they want to find your projects.
For example, let’s say your logo involves a tennis racquet and a sun with your business name in orange. You’ll need to implement these same elements in your POP display by:
- Using the exact Pantone shade of orange for artistic elements in the display.
- Using the same font and typography.
- Reinforcing brand messaging. If your brand messaging focuses on how your racquet helps with speed, use crisp, wavy lines to create a sense of motion.
3. Make sure any sales or discounts are prominently advertised
While millennials are faithful to brands—especially those that give to charitable causes they support—price is also an important factor. Two-thirds of millennials would switch brands if there was a discount of 30 percent or more. While all generations like a discount, the sheer number of millennial consumers in the marketplace means that your strategy is more vital than ever. Continue to showcase discounts prominently in your display.
Because millennials do more brand research online and they are easily swayed by value, they are more susceptible to upselling and cross-selling. While the end price may be more, if Millennials see the economic advantage of add-ons, they will likely make an additional purchase.
McIntyre Manufacturing can help you reach the millennial crowd.
This demographic is an economic force that cannot be ignored. When designing your display, we’ll work with you to create a POP piece that takes advantage of the principles described here. Once millennials are convinced that your product is a good economic deal, they are much more likely to be loyal to your brand.
We’ve worked with businesses across the country to craft unique displays that targeted their primary customers, such as this piece from The Naked Bee. We take pride in our work, but even more important, we’re proud of our relentless dedication to excellent customer service. Not only will we finish your project on budget and on time, but we’ll often show you how you can save money through alternatives you may not have previously considered.
Ready to start creating? Contact us and we’ll be happy to help.
Since 1977, McIntyre Manufacturing Group has created custom-designed displays with an uncompromised dedication to customer service. We utilize the latest technology and attention to detail to create the finest products with excellent craftsmanship. If you can dream it, we can create it. Contact us to see how we can bring your vision to life.