Say No to snapchat

​Are Millennials Running Your Marketing Strategies? 

Maybe that’s the reason your sales are down - PERCEPTION VS. REALITY. I’ll write, you decide

I’m writing this because someone asked me what I thought about Snapchat as a marketing tool, stating it’s the next/current “sliced bread”. He’s a Millennial and a marketing person.

If you are one of the projected 40M+ attendees going to the Las Vegas Furniture market, you’ll probably be told by the Marketing Gurus there that Digital marketing, PPC, Snapchat, Facebook, yada, yada is how you must market your retail store or brand?

I'm NOT buying it. Yes you have to have a digital presence, but BUYER BEWARE if someone is telling you to go ALL IN, OR 70%+ ALL IN !!!

OK, the headline may seem provocative, but let me clear the air before I get started. I have 3 children, all Millennials and they are VERY successful; One a Sr Director in Digital Marketing, another the lead programmer/strategist for an e-commerce platform company and the third a successful entrepreneur in the AV/home automation business.
 
But this isn’t about me or my kids, it’s about marketing and what works and what doesn’t, or should I restate as PERCEPTION VS. REALITY.

​Let’s start with Snapchat.
I’ll highlight the key information below that I think is relevant to your brick and mortar retailing
 I found this article that is very good, dissecting their audience, HERE and HERE.

​

• only 12% of Snapchat users were ages 35-54, and those older than that were a single digit percentage. (Hmmmmm, and that demographic has most of the money)
• 60 percent of users are under 25, and nearly a quarter (23 percent) have not yet graduated from high school. (Not relevant to most B & M retailers, except fast food, etc.)
• 71% of Snapchat users are under 34 years old. (NO MONEY - $33K average College loan debt – nationally, 32% live with Mom & Dad)
• Roughly 70% of Snapchat users are female. (That’s great for us, except when you factor in everything else about money, credit, living at home, etc).
• 30% of US Millennial Internet Users use Snapchat regularly. (Average credit score of 640, see above)
• Ireland is the top country for Snapchat Usage based on percentage of usage by adults in each market. (Not relevant to the U.S. retailer)
• 50% of Male College students share selfies on Snapchat, the number is higher in Female college students. 77% to be precise. Not a target market
• 45% of Snapchat users are aged between 18-24. (NO MONEY, Mostly entry level jobs).
• Snapchat reaches 11% of Total US Digital population. (Not much there)
• More than 25% of UK Smartphone users are on Snapchat, in Norway the number goes up to 50%. (Not relevant to the U.S. retailer).

The only companies I see using it successfully are companies like Wendy's, 7-11, clothing companies.
 
I did the research on marketing to Millennials for you if you don’t believe me. You can read it here and you will be shocked as I was when I researched it​

if you haven't been following my marketing studies on DIGITAL, facebook, etc, YOU should read them, because I did the due diligence for you & you will be enlightened.

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marketing To MILLENNIALS 

digital marketing - it's not what you've been told

facebook advertising - furniture today blog & my comments