It’s no secret that we millennials can be a fickle group of people, complete with evolving behaviors and ways of consuming media and information that are vastly different than previous generations.
We hate talking on the phone when we can text instead. Would rather Netflix and Chill than go to a movie theater. We’ll buy online in lieu of going to the store.
Yup, you get the idea.
And, as marketers, we have to stay on top of these kinds of things.
But how do you really reach millennials in 2017? According to the United States Post Office, you’ll want to send them junk mail.
Yes, according to USPS, millennials love getting piles and piles of junk mail. And their marketing department is ready to tell you why in their riveting new guide “STILL RELEVANT: A LOOK AT HOW MILLENNIALS RESPOND TO DIRECT MAIL.”
And to get the word out, they’ve launched a digital campaign with this (legitimately engaging) ad:
But wait, surely you didn’t think the United States Post Office would knock this one out of the park did you?
Of course not. The (actually well done) ad clicks you to a page with a required form that’s longer than the lines you’ll encounter at the post office when you go to send the millennials all the junk mail that they apparently want and love.
No entry article. No teaser facts. No clever video to suck you into their study. Nothing but a big stupid form.
Obviously their marketing objective is to collect data so that their business development team can reach out and do their thing, but you don’t have to be a millennial to see the failure with this one.
This is a perfect example of what not to do. And, USPS, if you’re going to try and convince us that millennials like junk mail more than anyone else, at least leave some money on the nightstand.