Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ferida Abdagić
What happens when a millennial writes the following on their popular blog and dedicates it to brands?
“A car, house, music, or luxury goods’ ownership isn’t my priority. I want access, subscription, and rental, not ownership. Ownership is too burdensome. I’m a digital native and look for convenience when shopping and booking online. Your brand won’t necessarily impress me, but your social media presence may. Also, and probably most importantly from a priority standpoint, the experience your brand creates is what counts the most. Experiences over commodities, people!
Here’s the thing. If any of this comes as a shock and your company has not figured out how to draw me and other millennials to your website, service, or product, you may be out of business soon. Because again, we are one of the largest consumer groups currently on the market.
We, millennial customers, are smart and well researched, and impatient like never before. Our questions are sophisticated and we demand hyper-personal experiences from your brand. We demand them now. Instantly.
How does your business respond to this need? How do you make an interaction with your company a memorable experience for me?” – Ania Osinska-Bulloff
“Bring me a hyper-personal! Immediately! At once!” – a manager of a struggling company starts yelling orders, well aware that their life’s work can go down the drain unless they make this last ditch effort, the one that counts, and carve out a new story. This goes for most of the managers who care about a millennial future. And to be honest, their own future as well. There are many of them about nowadays, they know their stuff, and they come up with solutions.
They use all the marketing tools in search of the hyper-personal; they imagine, create, innovate and place. And then they wait for the results. Only time will tell if they’ve found the authentic hyper-personal. There are no defined parameters. On the other side, there sits the hyper-personal, watching them sweat and waiting to be found.
Example:
Greg Balažić (Slovenia) – King of the beaches and his super-hyper-personal idea. 1 year, 1000 European beaches.
Greg started to realise his idea after impressive 6 year experience of building the largest database of Croatian and Slovenian beaches. He visited, documented and classified around 2500 beaches. Don’t believe me? The proof is online: http://www.beachrex.com.
How do we know Greg is the real deal? Six years ago he chucked his job, combined all his passions – photography, travel, nature, beaches – and started the biggest adventure of his life – creating a largest website dedicated to the beaches of the world. The adventure that will take him around the world started with his wife and young son and 46 km of Slovenian coast. Step by step, photo by photo, year by year.
We checked his database and concluded it is the largest database of beaches. He has categorised them by countries, or by sand, concrete etc. There is a myriad of precise information and other factors that influence the choice of a beach. Those seeking sand and sea for their annual leave will find BeachRex more than a database. BeachRex will become their best friend, as it is for more than 40000 followers on Facebook.
Could it be more hyper-personal? It can’t get any better than this. The secret might be lying in the fact that Greg is a millennial, and this might be a possible solution for the companies mentioned earlier. Who best to create content to attract millennials but millennials themselves? It’s a win-win all around.
We didn’t choose Greg as an example by accident. Upon the release of his project 1 year, 1000 European beaches brands were invited to join him on his unique journey. This time the hyper-personal didn’t wait around to be found, but waived and beckoned partners to come on board. The journey starts in January 2018. Our opinion is that those brands that join Greg on his adventure are destined to become a part of a global story. Companies and agencies that are looking for the hyper-personal, our advice is: “the early bird catches… “
For more information follow the link: http://beachrex.com/1000_plaz/index.html
