Marketing to Generations X & Y

1. Marketing to Generations X & Y Presented by Kaleen Haines

2. Generation X & Y • Who are they? • What do they value? • How do you reach them?

3. 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

4. Why Gen X • 22% of total spending • Powerful, married with kids market • Prime in purchasing power (peak income and spending years)

5. 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

6. Other Gen X Values

7. 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

10. Honda Success http://www.youtube.com/watch?v=HYhrYCBdFp0

11. Volkswagen “Driver’s Wanted” • http://www.youtube.com/watch?v=R55e-uHQna0 • http://www.youtube.com/watch?v=QkUoHt9GzRU • http://www.youtube.com/watch?v=faaD-XfBehY

12. Volvo S60 http://www.youtube.com/watch?v=p6CI6avLN6M

13. http://www.youtube.com/watch?v=amSVkvrLRKE

14. Burton Snowboards http://www.burton.com/on/demandware.store/Sites-Burton_US-Site/default/Company-Landing

15. Pepsi http://www.youtube.com/watch?v=po0jY4WvCIc

16. 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

18. Generation Y • Who are they? • What do they value? • How do you market to them?

19. 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

20. 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

21. Generation Y Values • Community • Environment • Optimism • Authenticity • Innovation • Wants to make a difference/Meaningful work • Wants significance rather than success • Passion

22. 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

25. Old Spice http://www.youtube.com/watch?v=uLTIowBF0kE

26. Ford’s Success • Ford’s People Fleet • http://www.youtube.com/watch?v=LK0hdyZ18fA • http://www.youtube.com/watch?feature=player_embedded&v=Dczrn1PFeuI • Ford Mustang • http://www.youtube.com/watch?v=xUFT0JjKTw4&feature=relmfu • Reality Based Marketing • http://www.youtube.com/watch?v=7W6f0D0seRM&feature=relmfu

27. YouTube Partner Programhttp://www.youtube.com/creators/ Haul Videos (Forever 21) http://www.youtube.com/watch?v=gjent8cOhyM

28. Lacta Chocolate http://www.youtube.com/watch?v=Zd5pFwmYabI

29. Antwerp Zoo http://www.youtube.com/watch?v=F1uwexYeKAg

30. KIA http://www.youtube.com/watch?v=4zJWA3Vo6TU

31. Sprite’s Truth Hunters • Sprite bringing their ‘Brutal Honest Truth’ brand idea to life via the ‘Truthhunters’ video content series

32. The Do Nots with Gen Y • Email blasts • Trying to be hip • Cold Calling • Hard Sell Approach • Force fed, mass media message

33. 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

34. The Do Nots with Gen Y • Force fed, mass media message • Email blasts • Trying to be hip • Cold Calling • Hard Sell Approach

35. Getting the best of both • Authentic, honest messages • Social Media • Don’t try to be hip • Corporate Social Responsibility • Humor & Fun

36. Marketing to Gen Y from Gen Y Marketing to Generation Y: understanding and appealing to the Millennial generation

37. Questions??

38. 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; ShikataniLacriox 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