Valentine’s Day Gets a Facelift

Millennials, described as “confident, connected and open to change” by PewResearch, are living up to their characteristics according to TPN’s Seasonal Pulse New Year 2014 study.

Among all generations, millennials are the most likely group to “change it up” this Valentine’s Day. Thirty percent of millennials are planning to celebrate the romantic holiday differently than last year (see graph below), providing a huge opportunity for marketers to influence their plans – especially if millennials are trying to impress a new special someone.

Further, 21 percent of millennials plan to stay home and cook a special meal this Valentine’s Day. As notorious foodies who are always online, millennials will be hunting down new meal inspirations across social media and the web. Grocery retailers and online brands should be targeting this generation as they plan for their night in.

While 29 percent of millennials do plan on going out for a meal, those staying in, including myself, won’t have to make a last-minute reservation or spend an arm and a leg on food. Maybe it’s me, but I think millennials may be on to something.

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Source: TPN Seasonal Pulse, New Year 2014

For more information regarding TPN and our Seasonal Pulse findings, please visit www.tpnretail.com.

Social Media, Branding Superhero

Inc. Magazine recently featured a post about whether social media is more advertising or PR. The author believes that social media can be either, depending on a marketer’s goals or objectives. My Millennial opinion: Social media is its own entity.

PR is message and communication management, a key aspect of social media. Advertising is focused on business strategy and achieving measurable results based on set objectives. Any social media promotional campaign that depends on conversion as a success factor harnesses the skills of advertising.

I agree with the author that social media can be what a client needs it to be and can lean toward PR or advertising, depending on the objective. But, as a whole, social media is the future…happening now.

The fact that social media can tackle the demands of PR and advertising in one fell swoop gives it a power that neither PR nor advertising can have on their own. It’s a medium that gives anyone the power to become a brand — and that’s exactly how my generation is using it.

We are setting the future of business by branding ourselves without the assistance of PR or advertising, but instead using social media. And thanks to this special medium, when consumers set trends on Facebook, Twitter or the like, brands tend to follow in their footsteps. If you’re wondering who is really in control…look no further. Consumers and Shoppers. They hold the power in today’s dynamic retail ecosystem.

And mark my words, the more prominent social media becomes, the more brands will begin to test its limits in ways no one could ever imagine with PR or advertising alone.

Feature photo credit: ViralBlog