By: Taylor Werthauser, PR Newsletter
Given that my first blog for YAYA Connection was also about sports, you may find it surprising that I actually don’t know that much about them. My boyfriend eats, sleeps and breathes football, so I may have learned a thing or two by osmosis, but for the most part I know just about diddlysquat.
But for whatever reason, I love March Madness.
I’m not the only one who loves March Madness. Even my friends, who are far less interested in sports, have their brackets filled out. So what’s the deal? Why does the YAYA market (youth and young adults, age 18-24) like March Madness so much? And what can you as a marketer do to leverage that?
Why we love it: We’re all about the team
Gen Y’ers have a reputation of being self-invested yet lazy and uncompetitive. The reality is that they are all about the team. Studies from organizations like Rainmaker Thinking show that millennials have a talent and enjoy working in and being part of teams. Even T. Scott Gross, the author of “Positively Outrageous Service” and Forbes contributor, notes that millennials are great team players, because they’ve been raised to be all about the team. And it’s true. We’ve been working in teams for group projects and winning trophies because “everyone’s a winner,” since before we could remember. So when our team makes it into the NCAA tournament (or the NIT–full disclosure, we’re all Mizzou fans here at YAYA Connection), it feels like we’ve made it into the final tournament too.
How you can leverage it: Join in on the team spirit!
Everyone has a favorite team. And obviously, everybody likes to see kU lose (see full disclosure above), So rally around that team spirit and capitalize on it. But be careful-it’s easy to go negative and lay down some smack-talk on your biggest rival. Make sure to keep it positive.
Why we love it: It’s easier to watch
YAYA sports fans are experts at “second-screening,” meaning we’ll watch TV, but we’ll be on our phones, laptops or computers at the same time. That way, we can watch overlapping games without having to flip back and forth. Second screens make it easier to watch all the games and it shows. A report from Turner says that second screen viewership of the NCAA tournament is up 42% from last year and that 4 million hours of live video were consumed in the first three days. And live streaming to mobile platforms, like tablets and smartphones, rose 87% from last year.
How can you leverage it: Digital Advertising
So, if we know that YAYA sports fans are streaming video on mobile devices, then that’s where you need to put the ads. Digital advertising can range from online display ads, to pre-roll video, to native content. A study from the Pew Research Center’s Internet and American Life Project found that 18-29 year olds were more likely to engage in real-time mobile activities, so leverage their “second-screening” in real time to get them engaged with your brand.
Why we love it: We love a good underdog
Millennials love a good underdog story and it’s probably because we relate. A study from PriceWaterhouseCoopers notes that Millennials tend to feel like the underdog in their places of work. We just want to succeed and impress you with our skills and that translates to a good underdog story. It’s about having the faith in others that they can do well too.
How you can leverage it: Love that underdog too.
In the workforce or on the court, showing that you have faith in the teams is the best way to get a millennial engaged. We’re a little more dimensional than self-entitled techies and marketers that can see that are marketers that we’ll relate to the most.
Even though the the last game of the NCAA Tournament was Monday night, you can still take these tips off the court. Understanding how millennials think and work is key to being able to market to them or even hire them on your team!
What are some reasons you love March Madness? Or, do you have any tips and tricks about marketing to millennials? Share with us below!