To Connect With Millennials: 'Find That Relationship; Be That Relationship'

CRS 2015: Gen-Setters Panel

EDISON MEDIA’s TOM WEBSTER started the “Gen-Setters: 18-34 Listener Trends” by reiterating what he shared with ALL ACCESS two weeks ago, differentiating between 18-34-year old Country listeners and  fans who use AM/FM radio to access the music.

Millennials are shaking off Country Right now, with listening levels back to those of two years ago.

The consensus of the panel was that targeting all 18-34s the same way isn’t effective because the two edges of that demo have divergent tastes.

BLINK MARKETING Managing Partner DANIEL GARDNER suggested marketers Think about a relationship” with Millennials. “Build that relationship; BE that relationship.”

I.R.S. RECORDS NASHVILLE Digital Strategist ANDREW COHEN said the best way to reach Millennials is to engage them in a conversation, using social tools such as FACEBOOK, TWITTER, SNAPCHAT and INSTAGRAM. In marketing efforts for his label, COHEN says he tried to find touch points for his artists.

KPLX/DALLAS PD JR SCHUMANN said his station uses socials as an additional way to reach fans, whereas millennials use them “for everything ... They like to communicate a lot but not actually talk.”

He said an important part of the millennial audience for radio is 27-28-year old females and targeting them can help connect with the mid-point of 25-54 females. “The 43-year-old female wants to be 28 again,” said SCHUMANN. “But the 28 does NOT want to be 43.”

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