How do companies market flooring to millennials?

Millennials, those people born between 1980 and 2000, are a big part of the economy. They make up a quarter of the world’s population and have a lot of spending power, something which is only going to increase in the coming years. Millennials are savvy consumers, but just how do companies reach out to them?

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One good way is through technology, as about 91 per cent own smartphones and 61 per cent have a tablet, according to Nielsen. Digital marketing makes sense for getting in touch with millennials. A mobile-friendly website is essential, along with a good use of keywords so that a website appears on the first page of any online search. Paid advertising in search engines such as Google or Yahoo is also a good bet.

A social media campaign or competition on Facebook, Twitter, YouTube, Pinterest or Instagram will also attract millennials. It needs to be relevant and not pushy or salesy, as this will put them off, but social media is a perfect way to build up brand awareness.

Big consumers of flooring

As this group is growing up and starting families or buying homes, millennials have become the biggest purchasers of flooring, according to Mintel Global Research. Of these, 65 per cent bought a hard flooring product, such as vinyl or wood, while 51 per cent bought carpet. For the best prices and comprehensive information on vinyl flooring, sites like ukflooringdirect.co.uk are a good place to start.

Some brands have launched campaigns focused on staying in and maximising the enjoyment of the home, with the needs and aspirations of millennials in mind. Campaigns have included creative reality series, based around the concept of staycations and these have been widely shared on social media, encouraging people to see themselves living on a particular manufacturer’s flooring.

Reaching out to millennials

Millennials are also influenced by ‘word of mouth’ recommendations and listen to influential bloggers, so it’s necessary to find a way of getting these key people into the conservation about a specific brand, as they will reach thousands of people. Millennials need to be divided into segments, such as environmentally aware, professional, gadget-obsessed and even old school. This can be borne in mind for all marketing campaigns, but the key is to make sure it is mobile-friendly and incorporates video.

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