Monday’s Must-Reads For Entrepreneurs: Marketing To Millennials

Monday’s Must-Reads For Entrepreneurs: Marketing To Millennials

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Bubble Watch

Subscription businesses are all the rage, but will consumers buy snacks on a subscription basis? “‘Subscriptions have been a key driver of early growth, helping lead to the first $1 million in revenue for some of the companies we work with,’ said Rory Eakin, a founder and chief operating officer of CircleUp, which connects investors to small consumer and food businesses and offers them management support. ‘As for the model itself, I do think it’s been somewhat overinvested in, to be candid — it’s hard to answer the question, Why can’t Amazon do this?’”

Marketing

Marketers are resorting to emojis, outrageous stunts and elaborate events to reach a demographic that has little tolerance for traditional advertising. “‘This is the most challenging group to target because they really are the first demographic group that isn’t as predictable as others,’ said Chad Stoller, a managing partner of IPG Media Lab, a unit within the Interpublic Group of advertising agencies that explores new technologies for media and marketing. ‘When it comes to this generation, they’re moving around, and they’re so much savvier.’”

Apple has created a cottage industry of ad-blockers: “In most cases, these are small-time software developers—one or two-person shops—doing this in their spare time. Mr. Murphy spent two months creating Crystal by himself from his home. He views Crystal as a way to challenge himself and improve his programming skills, he said, describing the app creation process as ‘a labor of love.’”

Small Business

Here’s a small business that discovered that growth can be a curse as well as a blessing: “Growth brought value-destroying challenges, including quality issues, and issues of wasted materials, rework, missed deadlines, tired employees, frustrated employees, and clients who weren’t as happy as we would like them to be.’”

Restaurants in Philadelphia took a hit with the Pope in town: “Said Stephen Starr, who owns 20 Philadelphia restaurants: ‘This affected business worse than Hurricane Sandy. The city scared all of our customers away. We have virtually no reservations. This is unnecessary overkill. What should have been a feeling of family and community was turned into a police and military operation.’”

Kevin McCarthy, considered likely to succeed departing Speaker of the House John Boehner, once won $5,000 in a lottery and used it to open a sandwich shop: “The Orange County Register noted that Kevin O’s was hip to the ‘toasted sub’ trend years before Quiznos and Subway. That disruptive innovation helped McCarthy earn enough money selling Turkey Supremes to pay his way through Cal State Bakersfield.’”

Going Global

Is India replacing China as the next frontier for American tech companies? “The Padachuri family’s love of technology helps explain why India and its 1.25 billion residents have become the hottest growth opportunity — the new China — for American Internet companies. Blocked from China itself or frustrated by the onerous demands of its government, companies like Facebook, Google and Twitter, as well as start-ups and investors, see India as the next best thing. ‘They are looking at India, and they are thinking, Five years ago, it was China, and I probably missed the boat there. Now I have a chance to actually do this.’”

Social Media

Here are some tips on how businesses can use Periscope: “As I was testing the program as a possible means of broadcasting our company’s workshops I found a scope of two engineers in Palo Alto eating their lunch. Of course. After accidentally sending 10 or so hearts while showing my husband the program, we watched as a viewer posted a risqué remark to the two. My hubby nearly swallowed his teeth as he feared we were visible to the scopers and the comment was directed at us. Nope. While Periscope is an excellent way to interact with viewers and customers, thankfully the camera is only rolling one way.”

Here’s how a pet food startup attracted more than a million visitors a day to its website: “In September 2014, Speiser and Zhardanovsky decided to leverage their audience for Petflow, spin out the business, and started producing a ton of content for their new venture, called LittleThings.com. The site usually posts adorable videos of animals and other kinds of feel-good, uplifting content: stories and videos of police officers doing good for citizens, underdog stories, and kitchen hacks.”

The Economy

Grocery chain Whole Foods is cutting about 1,500 jobs over the next eight weeks as it looks to lower prices and keep up with competition: “It’s trying to appeal to a broader audience, with plans to open a new chain of ’365′ stores with lower prices. The first location is set to open next year in Los Angeles.”

This article was written by Loren Feldman from Forbes and was legally licensed through the NewsCred publisher network.


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