marketing to generations x & y presented by kaleen haines
TRANSCRIPT
Marketing to Generations X & Y Presented by Kaleen Haines
Generation X & Y Who are they? What do they value? How do you reach them?
Who is Generation X Born between 1965-1980 Major events: AIDS, Fall of Berlin Wall, Cold War, Pop Culture, High
Divorce Rates, Invention of PC, Multiple Recessions, Homelessness, Internet
Other names: Street Savvy Generation, MTV Generation, “Baby Bust”, “Latchkey Kids”
Independent & Skeptic Technologically savvy and highly educated More health conscious than their parents Resentful & Rebellious Diverse Self-oriented and pragmatic
Why Gen X 22% of total spending Powerful, married with kids market Prime in purchasing power (peak income and
spending years)
Generation X Values Work/Life Balance Fun Flexibility & Freedom Work is “just a job” Trust (in order- self, friends, others, media) Straight Talk Risk Taking
Other Gen X Values
Marketing to Gen Xers Product concerns – (1) Affordability, (2) Quality, (3) Trendy Internet & Mobile Technology Strategies: Generation X is the most
likely group to bank, shop, and look for health information online. Use Yelp (more likely to research while shopping online) 69% own a PC, 56% own a mp3 player Willing to try new brands (note affordability) Clear Communication is key (email blasts should have the name
so they don’t feel grouped) Offer 100% money back guarantees Give suggestions, not rules Direct Mail Experience-based Marketing Use humor Be genuine, relevant , and transparent Skeptics needs reason to buy
Volkswagen “Driver’s Wanted” http://www.youtube.com/watc
h?v=R55e-uHQna0
http://www.youtube.com/watch?v=QkUoHt9GzRU
http://www.youtube.com/watch?v=faaD-XfBehY
Burton Snowboardshttp://www.burton.com/on/demandware.store/Sites-Burton_US-Site/default/Company-Landing
Do Nots with Gen Xers Force a connection Recycle the past Hard Sells Mass Media Hype & Gimmicks Direct Advertising Over use political, moral, or emotional topics Brand Labeling & Stereotyping Traditional notions and norms
Generation Y Who are they? What do they value? How do you market to them?
Who is Gen Y Born between 1981 – 1994 Events: War, 9/11, Columbine, Rise of Technology, Social
Media, Reality TV Change in parental relationship Quick, Mature, Smart, Demanding Self Sufficient Celebrate diversity AKA Millenials, Nexters, Net Generation, Echo Boomers,
Nintendo Generation Grown up in Information Age
Why Target Gen Y Size 3x’s the size of Gen X (approx. 70 million
strong) Accustomed to more possessions Great purchasing power ($600 billion) Will replace baby boomers
Generation Y Values
Community Environment Optimism Authenticity Innovation Wants to make a difference/Meaningful work Wants significance rather than success Passion
Marketing to Gen Yers Social Media – This is the most effective way to reach
Generation Y onthe Internet. Facebook, MySpace, Twitter, YouTube, Second Life, Flickr,and DIGG
Blogs Make them feel special Be smart and funny (but simple) AUTHENTICITY Experiential opportunities Show, don’t tell and then LISTEN Connect to Lifestyle Be socially responsible and invest in employees
Ford’s Success Ford’s People Fleet http://www.youtube.com/watch?v=LK0hdyZ18fA http://www.youtube.com/watch?feature=player_embedded&v=D
czrn1PFeuI
Ford Mustang http://www.youtube.com/watch?v=xUFT0JjKTw4&feature=relmfu Reality Based Marketing http://www.youtube.com/watch?v=7W6f0D0seRM&feature=relmf
u
YouTube Partner Programhttp://www.youtube.com/creators/
Haul Videos (Forever 21) http://www.youtube.com/watch?v=gjent8cOhyM
Lacta Chocolate
http://www.youtube.com/watch?v=Zd5pFwmYabI
Sprite’s Truth Hunters Sprite bringing
their ‘Brutal Honest Truth’ brand idea to life via the ‘Truthhunters’ video content series
The Do Nots with Gen Y Email blasts Trying to be hip Cold Calling Hard Sell Approach Force fed, mass media message
Newcastle Brown
OMG, like w8, did you see Steve’s label on his NewCastle? It was so kewl! Maybe we should show it in Dr. Forrest’s class. (:-D
The Do Nots with Gen Y Force fed, mass media message Email blasts Trying to be hip Cold Calling Hard Sell Approach
Getting the best of both Authentic, honest messages Social Media Don’t try to be hip Corporate Social
Responsibility Humor & Fun
Marketing to Gen Y from Gen YMarketing to Generation Y:
understanding and appealing to the Millennial generation
Questions??
Sources “6 Rules of Marketing to Generation X ;” Cheryl Sowa; December 22, 2009 “Marketing to Generation X;” Jay Ehret; June 27, 2011 “Marketing to Generation X Parents”; KGA Advertising; Ken Gronbach, president of KGA
Advertising of Middletown, CT “Why Gen X Won't Save Our Economy: Inside the Story by the Numbers;” Matt Carmichael;
September 6, 2010 Marketing to Generation Y; Campbell Sanderson; Shikatani Lacriox Inc., September 2010
White Paper; http://www.sldesignlounge.com/wp-content/uploads/2010/10/White-Paper-Gen-Y.pdf
“Summer Lovin': Four Ways to Connect With Gen Y This Season;” Charlie Horsey; June 14, 2011
http://millenialleaders.com; Slideshare presentation “What Do Young Workers Want: Social Media, Device Freedom;” Ryan Kim; November 2,
2011 “Grown Up Digital;” Don Tapscott; 2009