Here’s How Jeep Should “Talk” to Millenials
Much like Audi’s marketing blitz geared at millenials, Jeep is attempting the same type of marketing campaign with the new Renegade. In conjunction with NBC Universal, Bravo, E!, NBC Entertainment, and SyFy, Jeep is set to start cranking out ads pointed directly at a younger clientele.
The companies are partnering up to design marketing materials that feature “a call to action” theme, which is essentially just an attempt to get today’s youth to blast “Renegade Spirits” all over social media.
“We know that our Millenial audience looks to multiple engagement platforms for their consumption to include television, music and social media channels, to discover what’s new and share this content,” Jeep conveyed recently in a press release. Or in less PR-sy terms, they’re targeting young people through social media because that’s how they communicate, right?
As a youth, millennial, hipster, young whippersnapper, or whatever the heck you want to call me, this shtick is really getting annoying. It’s not just Jeep and their marketing department that are being so blatantly ignorant, it’s seemingly every PR firm that represents a major company, as well. Sure, we like social media, and have different clothing preferences, but so did every other generation. It’s not a new phenomenon.
Here’s my biggest issue with the statement above: “We know that our Millenial audience…” If you actually knew anything about that segment, you wouldn’t be talking about marketing this way. It’s not that hard to crack the youth generation, all you need to do is make it cheap. The issue isn’t that Millenials don’t like cars, the issue is that we don’t have money to buy cars we like.
The entire industry thinks young people just want smart phones and computers and that the car is a dying vestige of a bygone era. This, my dear friends, is the biggest load of garbage ever. Jeep, you don’t have to be like every other major corporation who markets towards the young and hip influencers. Just make a good product that’s cheap enough for us to afford. That’s all we ask.
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