When targeting Millennials, mobile banking isn’t the be-all, end-all for financial institutions (FIs). Millennials expect so much more from the institutions they bank with. Beyond connectivity, they expect convenience, customization and, perhaps most importantly, authenticity.

In a recent webinar the TMG team attended, Jeetender Sehdev, author of “The Kim Kardashian Principle,” explored how organizations that exude authenticity and create their own rules successfully crack the Millennial market. The key, Sehdev says, is to approach Millennials with six new rules of marketing.

1. Surprise – Bored with brands saying all the right things all the time, Millennials look for organizations that stand out from the crowd. Millennials want organizations that own their uniqueness, amp it up and, surprisingly, don’t disappear into the crowd.
2. Expose – Straight-talking organizations that overexpose themselves rather than over-editing tend to win with Millennials. FIs should be transparent, allowing their audiences to see the how, what and why of what they do.

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