marketing to gen y and z: is your brand ready?
TRANSCRIPT
to Gen Y and Z: Is Your Brand Ready?
Visitcorporate.yconic.com
Marketing
WHO ARE GEN Y AND Z?
Generation Y Generation ZBORN BETWEEN 1980 –MID/LATE 1990’s
BORN LATE 1990’s –TODAY
TODAY1970
There has never been a generation with more influence both inside and outside the family and this has changed the dynamic of the modern family. They’re influencing their parents on everything from what car to buy to where to go on vacation to everything in between.
Source: The Zeno Group The Human Project 2016
IMPORTANT?WHY IS THIS GENERATION
ONE OF THE LARGEST GENERATIONS IN HISTORY IS MOVING INTO ITS PRIME SPENDING YEARS
TODAY THEY REPRESENT 37%OF THE CANADIAN POPULATION
Source: business2community.com/author/ryan-jenkins
GENERATION Y GENERATION Z
FREEDOM AND FLEXIBILITY
OPTIMISTIC
TEXT BASED COMMUNICATION (TWITTER, EM, IM)
GROUP MENTALITY
PASSION
STABILITY
REALISTIC
FACE TO FACE SOCIALIZING(SKYPE, FACETIME, SNAPCHAT)
INDIVIDUALISTIC
DETERMINATION
TRUE DIGITAL NATIVES, THEY HAVE NEVERKNOWN A WORLD WITHOUT INTERNET
WHAT CHARACTERIZES THEM?
TRANSPARENCY AUTHENTICITY RELEVANCE
WHAT ARE THE KEYS TOENGAGING THIS DEMOGRAPHIC?
Source: Adage
HOW DO THEY ENGAGE WITHBRANDS ON SOCIAL MEDIA?
BRAND RELATED ACTIVITIES CONDUCTED IN PAST MONTH MONTHLY BEHAVIOR15-34YRS
60%
55%
54%
36%
22%
18%
12%
PERSONALLY BENEFICIALENTERED A BRAND OR ORGANIZATION’S CONTEST OR GIVEAWAY
CLICKED ON A SALE, DISCOUNT OR COUPON BEING SHARED BY ABRAND OR ORGANIZATION
TO GAIN INFORMATION OR FOSTER INTERESTVISITED A BRAND’S SOCIAL MEDIA PAGE
INTERACTED (READ, SHARED, COMMENTED) WITH A POST FROM A BRANDOR ORGANIZATION
DIRECTLY ENGAGE WITH BRANDSUSED A HASHTAG RELATED TO A BRAND OR ORGANIZATION
UPLOADED A PICTURE OR VIDEO, AND TAGGED A BRAND OR ORGANIZATION
TWEETED DIRECTLY TO A BRAND OR ORGANIZATION
LIKELY THESPECTATOROR JOINERS
LIKELY THECRITICS ORCREATORS
Source: corporate.yconic.com
RETAIL SALESMILLENNIALS 2020
30%BY 2020 30% OF ALL RETAILSALES WILL BE TO
MILLENNIALS.
WHY ARE THEY IMPORTANTTO YOU?
HOW DO YOUCREATE LOYALGEN Y AND ZCUSTOMERS?
YOU TRULY NEED TO UNDERSTANDTHIS CUSTOMER BASE
WHAT IS THEIR IMPRESSION OF YOUR BRAND?
HOW AND WHY WOULD THEY USE YOUR PRODUCT/SERVICE?
IS A COMPETITOR BETTER? HOW? WHY?
DOES YOUR MARKETING RESONATE, REACH THEM IN THERIGHT CHANNEL WITH THE RIGHT MESSAGE?
WHAT IS THEIR EXPERIENCE WITH YOUR BRAND/PRODUCT?
STORIES HELP BRANDS CONNECTWITH MILLENNIALS
CULTURALBRAND MESSAGE
64%
HELPFULBRAND MESSAGE
62%
64% WOULD RESPOND MORE POSITIVELY TO BRAND
MESSAGES THAT ARE TAILORED TO THEIR CULTURALINTERESTS.
62% WOULD RESPOND MORE POSITIVELY TO BRAND
MESSAGES THAT ARE USEFUL AND HELP THEM SOLVETHEIR UNIQUE EVERYDAY PROBLEMS.
Source: Marketing Insider Group
ACQUIRE NEW CUSTOMERSAUTHENTICALLY
Source: Marketing Insider Group
HOW DO YOU IMPROVE YOUR RESULTS
UNDERSTAND
ACQUIRE ENGAGE
WITH THIS GROUP?360,000
PANEL MEMBERS
400,000+ CONTACTABLE MEMBERS
1.4MENGAGED ACROSS
PLATFORMS
JANET BOYLE, VICE PRESIDENT, UNSECURED LENDING, SCOTIABANK
“YCONIC HAS BEEN CENTRAL TO OUR YOUTH AND STUDENT STRATEGY BECAUSE OF THEIR ABILITY TO CONTINUALLY OUTPERFORM OUR OTHER MARKETING INITIATIVES TARGETING THIS DEMOGRAPHIC.”
SCOTIABANK RECOGNIZES THE FUTUREVALUE OF THIS DEMOGRAPHIC.
YCONIC PROVIDES KEY INSIGHTS AND ANALYSISYOY ENABLING SCOTIABANK TO EVOLVE STRATEGIES
AND TACTICS TO UNDERSTAND, ENGAGE AND ACQUIRE YOUNG CANADIANS.
YOUR YOUTH MARKETING PARTNER.
To learn how yconic can help you achieve your marketing goalscontact Angelo Esquerra