presentation 5 how understanding the generations benefits marketing
DESCRIPTION
How to make sense of generation perspectives. Some free consultancy for you. Originally prepared in 2006.TRANSCRIPT
What is this?
This presentation is one of five presentations outlining our understanding
of Generational perspectives
1. The Theory of Generations
2. Boomers
3. Generation X
4. Generation Y, or Millenials
5. Applying generational perspectives to Marketing
introduction
Target Context
Self view
Approach to life
Drivers
Communication and marketing
Platform ideas
Message
Tonality
Media
Campaign mechanics
Brand Reward
The Target Context
How the generation currently perceives itself
Self View
‘A movement’
- Proud
- Aware it was
revolutionary
- Powerful
Connected
- In-tune with
each other
- Aware of being
special
- Teamwork
Generation Y
Individual
- Different from
the norm
- Disconnected
- Creative
Generation X Baby Boomers
What is the mantra for life
Approach to life
Driven
- Motivated
- Achievement
oriented
- Success
Acceptance
- Tolerant
- Self-assured
- Life in
perspective
Generation Y
Survival
- Doing their
best
- Staying afloat
- Being tough
Generation X Baby Boomers
What do they seek from life
Drivers
Experiences
- Embracing
- Adventure
- Adaptable
Excellence
- High
expectation
- Improvement
Generation Y
Consistency
- Security
- Predictability
- Recognition
Generation X Baby Boomers
Communication and
Marketing
Big motivating areas for brands to operate in
Platform ideas
Heroic
- Noble in its
cause
- Stands for
something
Authoritative
- High
expectations
- Clearly the
best
Generation Y Baby Boomers Generation X
Fun in life
- Brightens
- Light heartens
- Enjoyment
What brand messages will appeal?
Message
Make it better
- Improving
- Beneficial
Togetherness
- Celebration of
diversity
- Tolerance
Generation Y Baby Boomers Generation X
Transparency
- Worthy of a
Cynic!
- Trustworthy
How should you come across?
Tonality
Empowering
- Up to you
- Make your
own mind up
Earnest
- Taking it
seriously
- We mean
business
Generation Y
Edgy
- Ironic
- Sarcasm
- Analogy
Generation X Baby Boomers
Channels that connect
Media
Traditional
- Owned
- Trusted
- Understood
Digitally
traditional
- Owned
- Used
- Fulfils
expectation
Generation Y
Guerrilla
- Creative
- Non-uniform
- Individual
Generation X Baby Boomers
Overarching themes
Campaign Mechanics
Challenges
- Testing
- Competitive
- Skill
Collaboration
- Building
- Teamworking
Generation Y
Creative
- Individual
- Unorthodox
- Expression
Generation X Baby Boomers
What might the rewards be for brand participation?
Rewards
New
Experiences
- Life challenges
Greater Good
- Helping people
Generation Y
Escapism
- Everyday
release
Generation X Baby Boomers
Final Word “Generation Y are less vulgar, less sexually active
and less violent than the youth culture adults have
created for them”
Are generation X the real ‘yoof’ target?
Goodnight!