REACHING
MILLENNIALS@velviscali #MILLENNIALS #aaf
red bull• comedy central• nielsen
colt 45 • walgreens• spam• acura
state farm• honda• mtv networks
a&e• shaun white• faceb...
GEN WHY?
ages 16 – 34
CONSUMERS
WHO ARE
THEY?
80 MILLION
STRONG
25% of the population
25% of online purchases
21% discretion spending
20% more traveling
53% of 18-49 year-old
buying demo
will soon be buying 40%
of cars sold in u.s.
economy
environment
education
BIGGEST GLOBAL
CONCERNS
housing – taxes& rent: $33.4b
healthcare – insurance: $9.2b
education – loans: $6.3b
THE THREE BIGGIES
ARE BIGGER
1 MILLION
FEWER
HOUSEHOLDS
BIGGEST PERSONAL
CONCERNS
family
inclusion
individuality
“HOW CAN WE
BE DIFFERENT?
moving from a culture of “me”
collective group power defines behavior
grew up being marketed to
...
what’s right stressdoing the right thing
human warmingreconnection with people
groups, clubs,restaurantsreasons to get tog...
WHERE ARE
THEY
SHOPPING?
TOP STORES
1. urban outfitters
2. american apparel
3. walmart
4. kohl’s
5. forever 21
6. express
7. american eagle
HOW DO
THEY SHOP?
SHOPPING TRENDS
they vote with their dollars
they like social shopping
they are frugal
when they buy something, they’re ac...
WHAT DO
THEY WANT?
WOULD YOU
RATHER BUY...
cool experiences: 80%
cool products: 20%
TOP BRAND
ATTRIBUTES
quality
affordability
design
originality
CELEBRITY
ENDORSEnot so much
BRANDED
STUFFnot so much
AUTHENTIC
RELATIONSHIPS
WITH SELLERS
HOW DO WE
REACH THEM?
you could talk
to them...
“our team decided that we wanted to
really understand millennials and build
food and beverages for the next
generations. s...
humor
stunts
local
secrets
music
MARKETING
THEMES
INDIE MUSIC
20% higher online music usage
+
strongly value discovery
+
crave authenticity
INDIE MUSIC+BRANDS
lowe’s
chevy
mountain dew
cheer
acura
converse
text 32%
in-person 28%
facebook 22%
cell call 11%
email 6%
myspace 1%
PREFERRED PERSONAL
COMMUNICATIONS
friends
internet
magazines
tv
in-store/ on-site
PREFERRED BRAND
COMMUNICATIONS
4/5 daily
activities involve
technology
4/5 hours
every day
spent online
TECH-EYED WORLDVIEW
instant& nonverbal4x more like to respond to text than voicemail, voice usage down
digidentityonline i...
television mobile phone
69%
computer
18%4%
most
important
device?
62% OWN A
SMARTPHONE
WHAT THEY’RE DOING
on average 4 hours a day
1. play games
2. browse the web
3. text& chat
4. download apps
74% more than a...
FOMO
SOCIAL
• highest penetration of any group
• 12-17 year-olds highest subgroup
• teen girls use twitter 2x more
• aas 3x as ...
WHAT THEY’RE DOING
1. i.m.s & chats
2. comments on friends’ posts
3. posting status updates
4. posting photos& videos
5. s...
YOUTUBE
OUTRANKS
FACEBOOK
TEENS ARE FLOCKING
TO TWITTER
use doubled in past year
slightly older
lower household incomes
less than $50k per year
“...i love TWITTER, it’s the
only thing i have to
myself cause my parents
don’t have one...”
“...FACEBOOK is like
shouting...
2o million
photos per day
4o million
photos per day
THEIR MEDIA
HABITS?
TRIBAL VIEWING
email
phone
text
social nets
i.m.& chat
blogs
DURING THE BIG GAME
text 62%
facebook 57%
twitter 22%
i.m. 8%
google+ 6%
t.v. viewing on
game consoles
tripled–3% to 9%
ENTERTAINMENT
SOURCES
online viewingvs. tv
internet radiovs. terrestrial radio...?
magazinesvs. newspapers
booksvs. e-read...
THEIR FAVORITE
BRANDS?
AMONG
TRENDSETTERS
geico
snickers
free credit report
skittles
axe
nike
AMONG
MAINSTREAMERS
geico
apple
axe
m&ms
ipod
old spice
GEICO #1
60% drop in past year
24 hours vs. 33
7% readership
light overtaking regular
52% have only wireless
18% decrease in past f...
WHOA, WHERE THE
CAR BRANDS?
none made any of the top 10 lists
CAR or
ONLINE?46% CAR
WHAT THEY WANT
1. efficiency not speed
2. customization not horsepower
3. connectivity not upholstery
• gm hired a 31-year-old from p&g
• ford partnered with zipcar, silicon valley site
• kia warped tour, myspace, spotify
• ...
facebook
super bowl
facebook
super bowl
facebook
super bowl
THE GOOD
NEWS...
THEY LIKE
ADVERTISING
only 3% consider it boring
94% use it to guide them
• it should be a good way to learn
• will listen if new& different
• could be more content we crave
• if we see could info...
• average of 408 contacts
• 80% can be instantly messaged
• offline can go viral online
• 74% call themselves influencers
...
IT KEEPS THEIR
CONTENT FREE
• trident more emotional, intangible benefits
• burt’s bees first spinoff with güd
• denny’s always open
• frito-lay touti...
WHAT SOME MEDIA
IS DOING
“We’ve embarked on a pretty
massive transformation of
the brand, overhauling
everything we were doing
in programming and
m...
THE BAD
NEWS...
THEYDON’TLIKE
MARKETING
75% RE: BRANDS &
FACEBOOK
12% are okay befriending them
28% say should just listen& react
50% say shouldn’t be using social
out of the 75% who like a page,
69% rarely or never return
PRESSURE OF “THE LIKE”
only 15% visit a page they like weekly
› make them do something
› give something back to them
KEEPING THEM
ENGAGED
FINAL
THOUGHTS
WHO DO YOU
LOOK UP TO?
4:
mom & dad
8
WHATWOULD
YOUGIVEUP?
68% SOCIAL
SOCIAL or
FRIENDS &
FAMILY?
TV or
SOCIAL? 73% TV
INTERNET or
SEX? 33% SEX
- early adopters of technology
- avid social media users
- desire for adventure
- health fanatics
- actively support cause...
REACHING
MILLENNIALS a.k.a.
gen y
djacobs@tombras.com
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
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Reaching Millennials | Presented by David Jacobs of the Tombras Group

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Reaching Millennials is one of the most sought after audiences today. Millennials are the largest generation since the Boomers.

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Transcript of "Reaching Millennials | Presented by David Jacobs of the Tombras Group"

  1. 1. REACHING MILLENNIALS@velviscali #MILLENNIALS #aaf
  2. 2. red bull• comedy central• nielsen colt 45 • walgreens• spam• acura state farm• honda• mtv networks a&e• shaun white• facebook lone star• spike tv• pabst• chevy gartner• espn• pew• ford cornerstone• boston consulting yankelovich• smg• yahoo!
  3. 3. GEN WHY?
  4. 4. ages 16 – 34 CONSUMERS WHO ARE THEY?
  5. 5. 80 MILLION STRONG
  6. 6. 25% of the population
  7. 7. 25% of online purchases
  8. 8. 21% discretion spending
  9. 9. 20% more traveling
  10. 10. 53% of 18-49 year-old buying demo
  11. 11. will soon be buying 40% of cars sold in u.s.
  12. 12. economy environment education BIGGEST GLOBAL CONCERNS
  13. 13. housing – taxes& rent: $33.4b healthcare – insurance: $9.2b education – loans: $6.3b THE THREE BIGGIES ARE BIGGER
  14. 14. 1 MILLION FEWER HOUSEHOLDS
  15. 15. BIGGEST PERSONAL CONCERNS family inclusion individuality
  16. 16. “HOW CAN WE BE DIFFERENT? moving from a culture of “me” collective group power defines behavior grew up being marketed to don’t trust advisors success ≠ not luxury items relationships & life values wevolution peer approval balanced life
  17. 17. what’s right stressdoing the right thing human warmingreconnection with people groups, clubs,restaurantsreasons to get together EMERGING TRENDS
  18. 18. WHERE ARE THEY SHOPPING?
  19. 19. TOP STORES 1. urban outfitters 2. american apparel 3. walmart 4. kohl’s 5. forever 21 6. express 7. american eagle
  20. 20. HOW DO THEY SHOP?
  21. 21. SHOPPING TRENDS they vote with their dollars they like social shopping they are frugal when they buy something, they’re actually endorsing it it’s an adventure with friends& family, more than half share info they want low prices
  22. 22. WHAT DO THEY WANT?
  23. 23. WOULD YOU RATHER BUY... cool experiences: 80% cool products: 20%
  24. 24. TOP BRAND ATTRIBUTES quality affordability design originality
  25. 25. CELEBRITY ENDORSEnot so much
  26. 26. BRANDED STUFFnot so much
  27. 27. AUTHENTIC RELATIONSHIPS WITH SELLERS
  28. 28. HOW DO WE REACH THEM?
  29. 29. you could talk to them...
  30. 30. “our team decided that we wanted to really understand millennials and build food and beverages for the next generations. so, they went out and they lived and they shopped with millennials and they ate with them and they cooked with them. they went to pop-up bars; i couldn’t get them to come back to work. it was really something. but listening to the consumer and getting inspired by what the consumer needs before they know they want it is a big spur for innovation.” denise morrison – ceo
  31. 31. humor stunts local secrets music MARKETING THEMES
  32. 32. INDIE MUSIC 20% higher online music usage + strongly value discovery + crave authenticity
  33. 33. INDIE MUSIC+BRANDS lowe’s chevy mountain dew cheer acura converse
  34. 34. text 32% in-person 28% facebook 22% cell call 11% email 6% myspace 1% PREFERRED PERSONAL COMMUNICATIONS
  35. 35. friends internet magazines tv in-store/ on-site PREFERRED BRAND COMMUNICATIONS
  36. 36. 4/5 daily activities involve technology
  37. 37. 4/5 hours every day spent online
  38. 38. TECH-EYED WORLDVIEW instant& nonverbal4x more like to respond to text than voicemail, voice usage down digidentityonline ids establish identity & demonstrate social currency share the world through socialalways connected so moments can be posted& shared immediately
  39. 39. television mobile phone 69% computer 18%4% most important device?
  40. 40. 62% OWN A SMARTPHONE
  41. 41. WHAT THEY’RE DOING on average 4 hours a day 1. play games 2. browse the web 3. text& chat 4. download apps 74% more than an hour a day women: 132 / day – men: 94/ day most have 25 apps data usage has tripled
  42. 42. FOMO
  43. 43. SOCIAL • highest penetration of any group • 12-17 year-olds highest subgroup • teen girls use twitter 2x more • aas 3x as likely to use twitter • 60% have 1 account: facebook
  44. 44. WHAT THEY’RE DOING 1. i.m.s & chats 2. comments on friends’ posts 3. posting status updates 4. posting photos& videos 5. sending private messages 6. tagging people in posts 7. playing games
  45. 45. YOUTUBE OUTRANKS FACEBOOK
  46. 46. TEENS ARE FLOCKING TO TWITTER use doubled in past year slightly older lower household incomes less than $50k per year
  47. 47. “...i love TWITTER, it’s the only thing i have to myself cause my parents don’t have one...” “...FACEBOOK is like shouting in a crowd. TWITTER is like speaking in a room...”
  48. 48. 2o million photos per day 4o million photos per day
  49. 49. THEIR MEDIA HABITS?
  50. 50. TRIBAL VIEWING email phone text social nets i.m.& chat blogs
  51. 51. DURING THE BIG GAME text 62% facebook 57% twitter 22% i.m. 8% google+ 6%
  52. 52. t.v. viewing on game consoles tripled–3% to 9%
  53. 53. ENTERTAINMENT SOURCES online viewingvs. tv internet radiovs. terrestrial radio...? magazinesvs. newspapers booksvs. e-readers web videosvs. music videos
  54. 54. THEIR FAVORITE BRANDS?
  55. 55. AMONG TRENDSETTERS geico snickers free credit report skittles axe nike
  56. 56. AMONG MAINSTREAMERS geico apple axe m&ms ipod old spice
  57. 57. GEICO #1
  58. 58. 60% drop in past year 24 hours vs. 33 7% readership light overtaking regular 52% have only wireless 18% decrease in past five years 70% own a laptop 11% fewer drivers under 30 WHAT THEY’RE NOT BUYING email tv newspapers beer landline phones cigarettes desktop computers cars
  59. 59. WHOA, WHERE THE CAR BRANDS? none made any of the top 10 lists
  60. 60. CAR or ONLINE?46% CAR
  61. 61. WHAT THEY WANT 1. efficiency not speed 2. customization not horsepower 3. connectivity not upholstery
  62. 62. • gm hired a 31-year-old from p&g • ford partnered with zipcar, silicon valley site • kia warped tour, myspace, spotify • chevy working with mtv scratch • toyota music & documentaries • audi sponsoring marvel films WHAT CAR BRANDS ARE DOING
  63. 63. facebook super bowl
  64. 64. facebook super bowl
  65. 65. facebook super bowl
  66. 66. THE GOOD NEWS...
  67. 67. THEY LIKE ADVERTISING only 3% consider it boring 94% use it to guide them
  68. 68. • it should be a good way to learn • will listen if new& different • could be more content we crave • if we see could info–we share it THE AD AGREEMENT
  69. 69. • average of 408 contacts • 80% can be instantly messaged • offline can go viral online • 74% call themselves influencers THE “SPHERE OF SWAY” they are the buzzmasters
  70. 70. IT KEEPS THEIR CONTENT FREE
  71. 71. • trident more emotional, intangible benefits • burt’s bees first spinoff with güd • denny’s always open • frito-lay touting natural ingredients • harley davidson realism WHAT SOME BRANDS ARE DOING
  72. 72. WHAT SOME MEDIA IS DOING
  73. 73. “We’ve embarked on a pretty massive transformation of the brand, overhauling everything we were doing in programming and marketing as we said goodbye to generation x and embraced the millennials.” “We’ve embarked on a pretty massive transformation of the brand, overhauling everything we were doing in programming and marketing as we said goodbye to generation x and embraced the millennials.”
  74. 74. THE BAD NEWS...
  75. 75. THEYDON’TLIKE MARKETING
  76. 76. 75% RE: BRANDS & FACEBOOK 12% are okay befriending them 28% say should just listen& react 50% say shouldn’t be using social
  77. 77. out of the 75% who like a page, 69% rarely or never return PRESSURE OF “THE LIKE” only 15% visit a page they like weekly
  78. 78. › make them do something › give something back to them KEEPING THEM ENGAGED
  79. 79. FINAL THOUGHTS
  80. 80. WHO DO YOU LOOK UP TO?
  81. 81. 4: mom & dad
  82. 82. 8
  83. 83. WHATWOULD YOUGIVEUP?
  84. 84. 68% SOCIAL SOCIAL or FRIENDS & FAMILY?
  85. 85. TV or SOCIAL? 73% TV
  86. 86. INTERNET or SEX? 33% SEX
  87. 87. - early adopters of technology - avid social media users - desire for adventure - health fanatics - actively support causes - humor - stunts - local - secrets REMEMBER
  88. 88. REACHING MILLENNIALS a.k.a. gen y djacobs@tombras.com

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