Marketing has transformed and Millennial attitudes are a big reason why. If brands can no longer rely on interruptive messages (as if we ever could), we must find where our company interests intersect with our customers' and culture. Success rests on finding HotSpots - fertile places in culture where people and brands can meet - and telling a story.

1. marketing & millennials… it’s a wee bit different

2. presentation outline:
1. marketing has transformed
• from targeting to triangulating
• how macro forces, human
interests and business interests
intersect to create HotSpotsTM
• brands succeed based on their
ability to find their HotSpots
!
2. 5 hotspots skew Millennials
• nice vice
• me & we
• me only better
• be human
• shared value

3. marketing has transformed

4. companycontent customers
traditionally… companies were gatekeepers between
content and customers

5. targeting
companycontent customer
…positioning was built by targeted ads meant to buy a
place in people’s minds

6. company
culture
customer
…today, companies must earn a place in people’s hearts by
intersecting customer interests

7. !
!
!
SHARED VALUE
in order to identify
opportunities…
…we must find where
business & human
interests intersect
human interests
- physiology
- safety
- love/belonging
- esteem
- self-actualization
macro forces
- globalization
- technology revolution
- shifting balance of power
- economic sustainability
- environmental sustainability
- revolution in healthcare
!
!
business interests
- growth
- profitability
- productivity

8. HOTSPOTS
human interests
- physiology
- safety
- love/belonging
- esteem
- self-actualization
macro forces
- globalization
- technology revolution
- shifting balance of power
- economic sustainability
- environmental sustainability
- revolution in healthcare
!
!
business interests
- growth
- profitability
- productivity
we call these places
HotSpotsTM

9. 5 hotspots skew Millennials

10. NICEVICE
ME&WE
MEonlyBETTER
BEHUMAN
SHAREDVALUE
HOTSPOTS -

11. …engaging in vice without the riskNiceVICE

12. ME&WE …being yourself AND still belonging

13. MEonlyBETTER …seeking tools for self-improvement

14. BEHUMAN …looking for brands that act like family

15. SHAREDVALUE …supporting those pushing for change