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Engaging Millennials - Engauge Presentation at DMA09

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How to target Millenials and engage them with marketing that connects with them and leverages their power as influencers to spread the message. With Raghu Kakarala from Engauge, Michael, McPherson …

How to target Millenials and engage them with marketing that connects with them and leverages their power as influencers to spread the message. With Raghu Kakarala from Engauge, Michael, McPherson from Chick-fil-a, and Stephany Cavatoni from Active. Presented at DMA09 in San Diego on October 21st 2009.

Published in Business , News & Politics
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Transcript

  • 1.  
  • 2. @interpolate @chick_fil_a @scavatoni
  • 3. WHO THEY ARE
  • 4.  
  • 5. WHY THEY’RE IMPORTANT
  • 6.  
  • 7. Television Print One-on-One Marketing Online Events Venues/ Facilities Direct Mail Finding Influencers - Media Radio Outdoor OLD MEDIA NEW MEDIA
  • 8. Using New Media to Find Influencers Facebook E-Mail Offers
  • 9. New Tribe Members Tribe Leader Empowering Influencers - Motivators “ I am just very thankful that I am sponsored by such a great company and look forward to another year!” Intrinsic Extrinsic Pride and recognition Like Minded Individuals Gear and Product Media Incentives
  • 10. Empowering Influencers - Support
  • 11. Effective Use of Social Media Tools Support versus replace the relationship
  • 12. Direct Response Can Support Influencer Programs
  • 13. Client Example: Bear Naked
  • 14.
    • Measuring Success
    • Cost Per Engagement versus Impression
    • Delivering ROI
    • Delivering Reach
    • Aggregating new media channels
    • “ Fishing where the fish are”
    Creating the Business Case
  • 15. Engaging the Millennial
    • Things To Consider:
    • Social – play to their mindset (teams versus individuals)
    • Behaviors – technologically savvy, goal oriented
    • Motivators – rewards, titles, recognition
    • But Be Careful!
    • Technology does not replace relationships
    • Know when they are marketed to by companies
  • 16. KEYS TO SUCCESS
  • 17.  
  • 18. BE AUTHENTIC
  • 19.  
  • 20. MARKET IN 3D
  • 21.  
  • 22. REACH OUT THROUGH NEW CHANNELS
  • 23.  
  • 24. TARGET CREATORS NOT JUST CONSUMERS
  • 25.  
  • 26. HUMANIZE YOUR BRAND
  • 27.  
  • 28. EMAIL IS STILL YOUR BEST FRIEND
  • 29.  
  • 30. MONITOR AND ENJOY YOUR RESULTS
  • 31.  
  • 32. JOIN OUR CONVERSATION Q&A