The following excerpt was written by Jeff Fromm with contribution from Leah Swartz and published on RetailCustomerExperience.com. The two offer up some great observations on how to truly reach your store's target audience by taking a look at the success of late night talk show host, Jimmy Fallon. Take a look at their insights below, then read the full article for further information.
How do you rebrand a company and increase its reach to the Millennial demographic? Easy — hire Jimmy Fallon. Jimmy Fallon took over NBC's The Tonight Show in February and has since become one of the most watched late night show hosts in history. In his first week as host, Fallon gathered more than 10.4 million total viewers — the biggest overall audience for the program since Johnny Carson hosted in 1992. Even though Fallon is not technically a Millennial (he will be turning 40 this year) he connects with Generation Y through a set of shared values that he has incorporated into The Tonight Show.
First and foremost, Jimmy Fallon speaks the Millennial language. He is highly active on all social media accounts and engages Millennials in online conversation. Earlier this month, he started the #awkwardbreakup trend on Twitter. His tweet, asking followers to share their awkward breakup stories, received dozens of responses within hours. His online engagement of the Millennial generation supports the new disruption model of communication brands are transitioning to in order to connect with Millennials on a more personal level.
Fallon also embraces Millennial trends and pushes content that can be shared online. Clips from The Tonight Show are featured on Millennial-focused entertainment sites and have become viral sensations in their own right.
Here are five lessons that can be learned from his success:
1. Make the audience feel like they are in on the joke.
2. Use positive humor instead of cynical sarcasm.
3. Incorporate stories that Millennials can relate to.
4. Don't be afraid to be silly. Millennials appreciate brands that don't put themselves on a pedestal.
5. Have fun. When Millennials see their favorite celebrities laughing and playing with other, it makes them seem more relatable. This same concept holds true for brands aiming to create a comedic campaign geared towards Millennials.