That’s right folks – get ready for chips and salsa, quiche and margaritas (not in that order please). If you want to connect with Millennials and Gen-Xers, pay attention to their trends. Send them a letter? It won’t get opened. Drop by some files? Email them, please. Listen to CDs? Get on Spotify!
We’re not saying you should adopt every trend that Millennials cycle through – some of our music and clothing choices suck. But learning more about us is the first step in engaging the next generation of clients.
We segmented our affluent consumer research (n=1,044; July 2015) into Millennials (18-34), Gen Xers (35-49), Baby Boomers (50-69) and Seniors (70+). Our objective was to uncover trends, not only with financial advice, but with things like eating habits, social media usage, and craft beer.
Take ethnic food for example – Millennials and Gen Xers eat it much more frequently…
Running a restaurant that serves brunch? Don’t bank on Seniors as your clientele…
We’ve published a separate piece called IntraFamily Marketing Magic that will help if you’re looking for an all-encompassing NextGen strategy. The following are just a few ideas to showcase to younger clients that you’re in-tune and relatable. If you’re a younger advisor looking to better connect with older clientele, use the same strategy, but with activities aimed at connecting with Boomers and Seniors.
- Ask younger clients about music – Liz, I know you’re really into music. I’m trying to build my Spotify lists – which bands should I check out?
- Send out interesting recipes to those who cook – Sam, Thought you’d like this website for your next brunch: http://www.foodrepublic.com/2013/12/28/our-25-most-popular-brunch-recipes-of-2013/
- Ask for insights on Fantasy Football – Dave, You play fantasy football, right? Could I pick your brain on the right way to start a league?
- Host a Mexican cooking class as an intimate event for younger clients.
- Start using mobile-first social networks like Instagram.
- Text your clients and prospects when appropriate.
- Hold your next educational event over brunch, not lunch or dinner. Might want to offer a group babysitter as well.
Are you relatable? Unsure? Ask one of your kids or younger colleagues…”Am I hip?” On second thought, don’t use the word “hip.”
Seriously – go ahead – try a few new things. Variety is the spice of life.
Stephen Boswell and Kevin Nichols are coaches with The Oechsli Institute, a firm that specializes in research and training for the financial services industry. @StephenBoswell @KevinANichols www.oechsli.com