Behind the Scenes
If you want to deliver a brand image that resonates with millennials, the key is authenticity.
Rather than focussing your marketing efforts on big results, tell and connect your story, simply. Consumers today appreciate knowing what’s behind the scenes, and want a connection and to trust what they’re consuming.
Take Organic Valley for instance. Rather than talking about how great their product is, they’re focussing on the stories from their suppliers—vignettes of the farmers themselves. They’ve developed personalized tours of their co-op farms along with a website and social media for sharing.
Acres & Avenues is another video series from a group of dairy farmers which pairs farmers with “city slickers”. Their efforts were rewarded with market growth of 11 percent last year.
Building an authentic brand may take longer at the front end than traditional advertising, but it has lasting power.
