women's jewelry association - in the know 2012 - ben smithee
TRANSCRIPT
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Let�’s Talk Gen Y
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A simple question
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2 Specific Goals
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Who the heck is this guy....and why do I care??
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Why Gen Y?
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Who are they?
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Defined by Unity
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A Look at Gen Y
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Percentage of Millennials that have made a purchase using their smartphone?
(A)17%
(B)28%
(C)41%
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Percentage of Millennials that have made a purchase using their smartphone?
(A)17%
(B)28%
(C)41%
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What % of Gen Y that have tattoos?
(A)24%
(B)39%
(C)51%
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What % of Gen Y that have tattoos?
(A)24%
(B)39%
(C)51%
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What % of Gen Y have voted on American Idol?
(A)6%
(B)19%
(C)37%
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What % of Gen Y have voted on American Idol?
(A)6%
(B)19%
(C)37%
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What % of Gen Y Americans ages 25-29 have never been married?
(A)15%
(B)31%
(C)55%
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What % of Gen Y Americans ages 25-29 have never been married?
(A)15%
(B)31%
(C)55%
...in 1960 the percentage was 15%
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What % of Millennials say word-of-mouth influences their purchases more than TV
ads??
(A)26%
(B)36%
(C)48%
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What % of Millennials say word-of-mouth influences their purchases more than TV
ads??
(A)26%
(B)36%
(C)48%
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What % of Millennials say marriage is becoming obsolete??
(A)11%
(B)28%
(C)44%
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What % of Millennials say marriage is becoming obsolete??
(A)11%
(B)28%
(C)44%
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What does Gen Y want?
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The Guessing Game
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The Guessing Game
fun for parties.....bad for business!
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Culture vs. Strategy
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Tell Motivate Connect Engage
Functional Benefits Emotional Cultural
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Why vs. What
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Gen Y will often forget what you say or do, but they will tell others about how you
made them feel
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Hyper-Connected World
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Hyper-Connected World
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Hyper-Connected World
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Hyper-Connected World
> 90%
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Hyper-Connected World
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Hyper-Connected World
< 50%
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Hyper-Connected World
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Hyper-Connected World
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Hyper-Connected World
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Hyper-Connected World
Over 100 Million Web-enabled devices this year....without a TV launch
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The Social Ecosystem
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The Social Ecosystem
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The Social Ecosystem
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The Social Ecosystem
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The Social Ecosystem
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The Social Ecosystem
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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The Evolution of Search
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Generational Dispersion of Information
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In the new social ecosystem, it�’s not always the best product/service that wins...it�’s the best experience that is
easiest for me to share with my friends...
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Keys to Success
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Keys to Success
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Keys to Success
Create Cultural Connectivity
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Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
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Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
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Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
Continuous Research
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Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
Continuous Research
Potential to Pivot
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SS
C
You�’re not alone....
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You�’re not alone....
Stylitics
Clothia SS
Stylebook
C
Clothapp
TheFancy
PolyvorePinterest
FashismGoTryItOn
Svpply
Wanelo
Lyst
Pose
Snapette
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It�’s not about being interesting...it�’s about being interested
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Trial and error works great for marketing...
but it sucks when it comes to making promises!
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If you want to build a bigger brand...make bigger promises, and
keep them!
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�“ I think this is the beginning of a beautiful friendship �”
Ben SmitheeChief Executive [email protected] - @SpychResearchFacebook.com/BenjaminSmitheeLinkedin.com/in/BenjaminSmithee