Customisation Is Key For Brands To Target Millennials Born between 1981 and 1996, Millennials require customisation, are experience seekers and love having something that's unique.

Millennials are also social media savvy and enjoy sharing positive experiences with network peers. Brands must reflect how these consumers want to be seen as individuals.

Millennials also want to stand out and want prints done yesterday. This is fuelled by social media and having things at our fingertips. Take music as a simple example of instant gratification: now one can download a song right after hearing it on the radio.

We can apply this to print. The average age of print buyers has decreased, with buyers in their mid-twenties expecting results immediately, because they are getting that instant gratification in other forms of technology. The advance in technology available has allowed for the meeting of these demands, as well as to cater for new trends, such as personalisation and differentiation.

Get personal

Desirée Gullan, co-founder and Executive Creative Director of G&G Digital, says that the average person is bombarded by 5 000 or more ads per day, so the focus should be on personalised, highly targeted communications that talk to individuals and not target audiences.

We're seeing a need for more Customer Relationship Marketing (CRM) and proactive communications and service in the B2B, B2C and B2B2C space. People (not a target market) want to know their brand understands them and talks to them, not at them.

One tool available to brands is digital printing, such as speed, which allows for targeted campaigns and "real time' packaging that allows products to go from design to shelf overnight. Another benefit is unique, customised packaging that stands out and gets brands noticed — key to targeting Millennials.

The big opportunity in digital printing

Digital printing is the ideal opportunity to create packaging to target modern consumers, providing the following benefits:

• Event specific: printers can capitalise on moments of social consciousness what consumers are talking about right now.
• Social responsibility and cause: an example of this is Amarula's #NameThemSaveThem campaign, printed by SA Litho Label Printers. A special edition of 400 000 unique Amarula bottles, representing the same remaining number of the endangered African elephant, was released with labels individualised by HP Indigo digital print and HP SmartStream Mosaic variable design technology.

According to Richard Gray from Print Tribe, "Millennials are a huge and increasingly influential generation in economic terms. They use digital media more than older generations but still want to use print; but only as part of a multichannel communications process.'

Also consider taking advantage of events like wine shows, music festivals, farmer's markets and more. You need to know what's happening in your area to approach event organisers with unique printing, signage and marketing ideas, and you need to be aware of the latest industry trends.

The Modern Marketing Expo

The Modern Marketing Expo, taking place from 11 to 13 September at Gallagher Convention Centre, is ideal for getting market and industry insight and aims to inspire advertising and marketing professionals with the latest industry trends and products.

The event also features a free #ModernMarketingTrendCamp, with presentations from industry experts, covering branding, new-age marketing, technology and campaigns across the marketing and branding industries.

For more information and to register for free, please visit: http://modernmarketingexpo.co.za/entrepreneur