As a veterinary practice manager or partner looking for new and exciting ways to promote your practice, it’s vital you understand the fundamentals of marketing. As part of our InsightOne Veterinary Marketing series, we’re diving into marketing methodologies to help empower you in unlocking your full potential.
Who are Millennials and why do they matter?
Long regarded by marketers as one of the most captivating generations to understand, countless hours of research have been carried out on this tribe of tech-savvy selfie lovers who are, traditionally, having children much later in life and are spending much more of their discretionary expenditure on their pets.
Many consider Millennials as lazy, entitled and even narcissistic, or as Time Magazine puts it, The Me Me Me Generation! Unlike their Baby Booming parents, these new kids on the block are not making purchasing decisions in the same ways as their predecessors. So, if your target market of pet parents ranges between the ages of 24-40, chances are they will have some things in common with the quintessential millennial:
1. Millennials connect with content
It’s no surprise that the generation responsible for creating ‘Influencer Culture’ doesn’t respond well to more traditional means of advertising like direct mail, magazine ads and other forms of outbound marketing; they connect with content that adds value to their lives, educated them and opens opportunities for interactivity and engagement with a brand.
They enjoy pinning, retweeting, sharing, commenting and distributing findings and analysis with their own networks. In fact, on average, they spend over twenty hours online per week—that’s a lot of time spent consuming content. As a veterinary practitioner, consider how you might create engaging and shareable content for the online space: video, blog, social media, or even podcasting. There are many channels where you can share your wealth of animal health knowledge with your potential audience.
2. Millennials must trust your vet practice
Trust is a crucial part of the Millennial buying process. They prefer to have some form of emotional connection with a brand before deciding to purchase. And what could be more emotional than a connection to their pet?
Consider how you can build consumer trust? Utilise your current customer base and tell their stories, again, through content. Real people showing real results will illustrate how your potential veterinary clients can rely on you to care for furry family members. Check out platforms like trust pilot or contact your customers directly for a quote about their experiences at your vet practice. Share this and watch how people respond.
3. Millennials follow trends
Mintel research revealed 30% of Millennial pet owners love keeping up with the latest in pet care trends, whether that’s Pawsecco (prosecco for dogs), a memory foam dog bed, or the latest in pet accessories.
Chana Baram, Retail Analyst at Mintel, said:
“As pets increasingly become viewed as family members and are ‘humanised’, pet owners are willing to offer them their own products and unique items, which often carry a higher price tag, and help to drive category growth. This ranges from animal-friendly pancakes and wine to dog hiking boots and animal sleeping bags. While the more pampered of pooches even enjoy dog beds with memory foam mattresses. Our research shows that Millennials are particularly devoted to their furry companions. As the age of having children increases, we know some young people are opting to first get a pet and treat them as a family member. Additionally, there are many pet ‘influencers’ on social media, which are likely to appeal to the Millennial demographic, such as ‘Doug the Pug’, a dog with 3.6 million Instagram followers.”
4. Millennials are social creatures
Yes, undoubtedly one of the most connected segments of society, they live their lives online and spend time each day connecting with friends, family and colleagues on channels like Instagram and Facebook. These days, it’s a non-negotiable to get social. If your practice isn’t leveraging the power of digital media for customer engagement, you’re missing out on a plethora of potential pet owners and future customers. And managing a social media account is more than just posting tweets! Never forget that these platforms were conceived so we could be sociable. Start conversations, ask questions and foster a real engaging environment. Build relationships.
5. Millennials are socially responsible
Does your vet practice maintain a green ethos or promote an inclusive space? This green generation is incredibly conscious about their carbon footprint and mindful about what brands they buy from, ensuring they support more eco-friendly and socially responsible brands. If your vet practice practices sustainability, then shout it from the rooftops…just not in a braggy way! Millennials will connect with brands that are inclusive, diverse and care for more than just your pets.
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InsightOne consultancy offers a tailored approach to your business needs, with your own Business Consultant. We work at the heart of the practice, driving cost savings and profits across the business.
Want to talk first? Phone 01387 274904 or request a free demo.