There has been a lot of talk these days about millennials. At the recent AMSP/NAPL/NAQP 2014 Annual Conference, Bridgeworks’ Scott Zimmer, generational expert and resident Gen Xer, delivered a keynote presentation titled “Bridging the Generation Gap”. During his presentation, Zimmer explored the characteristics, communication styles, and motivations of four generations: traditionalists, boomers, gen xers, and millennials.
You might wonder what this has to do with your business and why it matters. The bottom line is this: It is critical to learn how to communicate with and understand a new breed of electronic-age customers.
Case in point: In support of National Small Business Week, FedEx Office commissioned a nationwide “Signs of Success” survey, designed specifically with the small business owner in mind. One specific focus was on how different generations, from millennial to gen x and baby boomers, used signs to promote their business.
Here are five key findings from the study you should consider:
- When it comes to signage design, 64 percent of millennial small business owners (age 18-34) value creativity, unlike their baby boomer counterparts who focus on simplicity.
- Millennials prefer modern designs by 47 percent, compared to 29 percent of gen x and 17 percent of baby boomer small business owners, indicating how differences in age groups can translate onto a small business’ sign or banner.
- Regardless of age, 91 percent of small business owners agree that readable graphics are important, and 37 percent favor bright and colorful graphics to drive more customers into their business.
- 46 percent of millennial respondents turn to the experts for guidance to create their signs.
- Six of 10 small business owners surveyed said signage is a strong reflection of their product or service, further showcasing how a cleverly crafted design can serve as an effective marketing tool.
Are you prepared to communicate and work with millenials and other generations? It could have a direct impact on your bottom line—for the good or bad.