Marketing to Millennials – Don’t Phail!
Joe Koufman
VP of Business Development and Marketing

What are Millennials?
Born from 1985-2000 (currently ages 9-24)
Millennials are the first generation to grow up digital –
coming of age in a world where computers, the
internet, videogames, and cell phones are common,
and where expressing themselves through these
tools is the norm.
- Jonathan Fanton, President, MacArthur Foundation
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Agenda
• What is Generational Marketing?
• Who THEY Are
• Why THEY’RE Important
• How THEY Changed Media Consumption
• Our Field Research
• Reaching THEM
• Trends for Discussion

SHIFT HAPPENS
TRENDS CUSTOMIZE
WHAT IS JUST A FAD?
GENERATIONAL
MARKETING?
IMPORTANT
PERSPECTIVE
YOUTH MARKETING?
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Don’t Be THAT Guy:
“You know what I like
about marketing to
teenagers?
My BRAND keeps
getting older, but they
stay the same age.”
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HIGHLY CONNECTED
AMBITIOUS
LAZY
DIGITAL NATIVES, NOT IMMIGRANTS
THE FUTURE
WHO THEY ARE
TREND-SETTERS
INFLUENCERS
SELF-CENTERED
YOUR KIDS
SPOILED / CODDLED
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Protected and Empowered
• Protected with car seats, bike helmets, knee pads, etc.
• Parents negotiating everything from pre-school to college to
employment opportunities
• They have been given every choice imaginable, every advantage
• They demand choice, personalization, the world on their terms
• Passionate desire of parents to bear and raise them
• Name their mother as their number one role model, and their family as
the most important thing to them
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Connected
• 97% of college students own a computer
• 94% own a cell phone
• 75% have a Facebook account
• 60% own a portable music device
• They are using 3-5 pieces of technological equipment at the same time
• Not a brand or trend that they don’t know about
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Accepting and Diverse
• Although 80% of Boomers describe
themselves as “White”, only 55% of
Millennials refer to themselves as “White”
• Defined not by color of their skin or religious
affiliation, but by the content on their iPod
• Acceptant of gay marriage, interracial
relationships
• Gender differences less pronounced - men
interested in fashion, fitness and grooming
and women interested in sports, adventures
and careers
• Enjoy being around people from ethnic or
racial groups other than their own (African
Americans 92%, Hispanics 89%, Non-
Hispanic Whites 96%)
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Less Religious
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Less Conservative
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Trusting of Government
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YOUR NEXT CUSTOMER
BUYING POWER
WHY THEY’RE
IMPORTANT
BUZZ MAKERS
INFLUENCERS THE FUTURE
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Large Population
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Influential
• Involved in all family decisions since about the age of 4
• Influence everything from food choices, family vacations or
family vehicles
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Influence Purchases – Harris Interactive (2007)
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Buying Power
• “Prematurely affluent generation”
poised to become the next great luxury
consumers
• Last year teen spending along totaled
$179 billion
• Purchased by and for children 4-12
tripled during the 1990’s
• Always on the lookout for the newest
thing that they want NOW
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Millennial Generation Spending Power

TIVO SKYPE
HULU
CHANGES IN YOUTUBE
MEDIA
CONSUMPTION
138 Channels and nothing on
MEDIA SNACKING
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Changes in Media Behavior
• Media snacking and the fragmentation of the media landscape
• End of primetime discussion, seeking entertainment in new, shorter
formats
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In 1965, 80% of 18-49 year-olds in the US could be
reached with three 60-second TV spots.
In 2002, it required 117 prime-time commercials to
do the same.”
- Jim Stengel, Global Marketing Officer, Proctor & Gamble
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Top 10 Media that Trigger an Online Search
Age
MEDIUM
18-24
Magazines 60%
TV/Broadcast 45%
Newspapers 30%
TV / Cable 55%
Face-to-Face 49%
E-Mail Advertising 37%
Direct Mail 26%
Radio 31%
Internet Advertising 41%
Outdoor 16%
Source: BIGresearch , July 2007, for the Retail Advertising & Marketing Association (Sample Size: 15,430, age 18+)
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INTERACTIVE
DIGITAL NATIVES, NOT IMMIGRANTS
LIVT
E IT,
NO U E IT
S
IT’S A LIFESTYLE
IT’S NOT JUST A TOOL!
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A NEW KIND OF SOCIAL ANIMAL
FEEDBACK
TMI
OU
EV L TION OF
TALKING
RELEVANCY
OPENNESS
CONNECTED
INVOLVEMENT
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Likely to use new communications tools
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Influencing Behaviors of Other Demographics
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REACH OUT THROUGH NEW CHANNELS
BE IN A SITE, NOT ON A
SITE
BE AUTHENTIC
REACHING
KEEPING A PULSE ON TRENDS
CHANGE HOW YOU TALK
ABOUT YOURSELF
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Marketing Executives Say:
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1. TALK IN A NEW
WAY

THE BOOTY CALL

NSFW
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2. CHANGE HOW
YOU TALK ABOUT
YOURSELF

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3. REACH OUT
THROUGH NEW
CHANNELS

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4. USE THE
NETWORK

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5. BE OPEN

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6. BE AUTHENTIC

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7. KEEP A PULSE
ON TRENDS

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8. BE IN A SITE,
NOT ON A SITE

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Ways to reach Millennials:
3. Talk to in a new way
4. Change how you talk about yourself
5. Reach out through new channels
6. Use the network
7. Be open
8. Be authentic
9. Keep a pulse on trends
10.Be in a site, not on a site
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IMPATIENT
ENTITLED
WORKFORCE
CULTURE
CAH
LS
YOUR EMPLOYEES CONNECTED
AMBITIOUS
NEED POSITIVE FEEDBACK
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Changing Corporate America
• Because of their life experiences,
Millennials have new expectations when
entering the work force
• Expect company provided PC (76%),
mobile phone (48%), internal company
instant messaging (50%), access to
social networking sites (40%), company
provided virtual meetings (42%)
• 91% state that being able to work with
“newer, innovative technologies” in the
workplace would make them more likely
to consider a potential job opportunity
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WHAT HAPPENS NOW?!
HOW THE UH OH!!
ECONOMIC
CRISIS
MAY IMPACT THIS GENERATION
WAS IT ALL A DREAM?
WHAT WILL I DO NEXT?
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Millennials respect American business
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Email: jkoufman@engauge.com
LinkedIn: LinkedIn.com/in/JoeKoufman
Twitter: @GumboShowJoe
Text: ‘Engauge’ to 50500
Thank you!
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