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Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
Millennials: Now Seating 80,000,000
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Millennials: Now Seating 80,000,000

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If brand marketers want to succeed with the Millennial consumer, they’ll need to understand and influence the trends, concerns and habits of that generation, which has an annual direct spending power …

If brand marketers want to succeed with the Millennial consumer, they’ll need to understand and influence the trends, concerns and habits of that generation, which has an annual direct spending power estimated at $200 billion and represents 25 percent of the population. Within this presentation, Millennial research from a joint venture by Barkley, The Boston Consulting Group and Service Management Group will be revealed, which includes a wealth of knowledge on the restaurant and retail industries. The keynote will provide attendees with tools to guide their thinking for the future and help ensure they are marketing to this undeniably powerful demographic. Such tools will help measure brand consumer engagement and provide a prospective as to what’s coming next in technology that will prove relevant with Millennials. Likewise, best practices of brands that are getting it right with Millennials will be highlighted as well as those who aren't quite hitting the mark.

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  • I like to turn things upside to see if that allows me to find “fresh” insights.
  • This story starts with a DQ employee who tweeted how she wasn’t looking forward to “Free Cone Day” at the DQ where she worked. So, DQ social (barkley) saw that as an opportunity to make sure this one employee had the best day ever. They did so by sending her tweets each hour with funny giffs and videos. By the end of it, she said DQ had made her have the best shift ever.
  • On April 30th, Taco Bell made an announcement to all of its Twitter followers telling them that they would be joining Snap Chat--a popular Millennial application that allows users to send pictures that self-destruct 10 seconds after the receiver opens it. Taco Bell used it as a way to connect with their consumers on a platform that they frequent. They used Snap Chat to announce the return of the Beefy Crunch Burrito would be returning to its restaurants. The response from followers was huge as they felt they were getting secret, first-hand information before anyone else. Key with Millennials.
  • Freebirds is a Mexican QSR very similar to Chipotle. On it’s Facebook page, during March Madness, the brand started something called “March Badness” where customers are rewarded for their failed brackets which is a nice change compared to most brands that only reward for winning brackets.
  • When the video went live, it crashed the DSC server. Once it was back up, Dubin enlisted a team of friends and contractors to help him print labels and pack boxes by hand in a warehouse to fill the 12,000 orders that arrived in the first 48 hours. In the last year, then number of full-time employees has increased to 24; three types of blades are now sold; and a new product called shave butter is sold in addition to razors. Dubin won’t say the company’s revenue or number of subscribers, but had a 9.8 million investment in October from Venrock that expects DSC to compete with Gillette.
  • Transcript

    • 1. Jeff Fromm Co-Author “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever.” EVP at Barkley, a fiercely independent ad agency. Copyright© 2013 by Barkley. All rights reserved. 1
    • 2. #LetsConnect 2 2
    • 3. Let’s talk Millennial expectations. 3
    • 4. #settingthebar 4
    • 5. The Definition of Brand Value We Knew and Loved DIED. 5 Copyright© 2013 by Barkley. All rights reserved.
    • 6. The OLD Definition Σ Brand Value = Functional + Emotional Price 6 Copyright© 2013 by Barkley. All rights reserved.
    • 7. The NEW Definition of Brand Value Brand Value = Σ Functional, Emotional & Participative Benefits Price 7 Copyright© 2013 by Barkley. All rights reserved.
    • 8. MILLENNIAL MINDSET 8 Copyright© 2013 by Barkley. All rights reserved. Images via respective sites.
    • 9. QuickTime™ and a H.264 decompressor are needed to see this picture. 9 Copyright© 2013 by Barkley. All rights reserved.
    • 10. 10 Copyright© 2013 by Barkley. All rights reserved.
    • 11. The Participation Economy 11 Copyright© 2013 by Barkley. All rights reserved.
    • 12. Creative Excellence to Content Excellence CREATIVE EXCELLENCE CREATIVE EXCELLENCE 12 Copyright© 2013 by Barkley. All rights reserved.
    • 13. 13
    • 14. 14 Copyright© 2013 by Barkley. All rights reserved.
    • 15. 15
    • 16. So Here Are The Six Rules: 1 2 3 4 Engage early adopters of new technology. Build a listening and participation strategy. Buying into a brand idea is more powerful. 5 Design a sense of adventure and fun into your brand. 6 Embrace disruption. Keep their loyalty. Copyright© 2013 by Barkley. All rights reserved. 16
    • 17. RULE 1: Engage Early Adopters of New Technology 1 2 3 4 5 6 17 Copyright© 2013 by Barkley. All rights reserved.
    • 18. Millennials are 2.5x more likely to be early adopters of new technology 1 2 3 4 5 6 18 Copyright© 2013 by Barkley. All rights reserved. Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
    • 19. 19
    • 20. QuickTime™ and a H.264 decompressor are needed to see this picture. 20
    • 21. RULE 2: Build a Listening and Participation Strategy 1 2 3 4 5 6 21 Copyright© 2013 by Barkley. All rights reserved.
    • 22. One-third of Millennials say they like a brand more when the brand uses social media 1 2 3 4 5 6 22 Copyright© 2013 by Barkley. All rights reserved. Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
    • 23. 23
    • 24. 1 2 3 4 5 6 24 Copyright© 2013 by Barkley. All rights reserved.
    • 25. 1 2 3 4 5 6 25 Copyright© 2013 by Barkley. All rights reserved.
    • 26. 1 2 3 4 5 6 26 Copyright© 2013 by Barkley. All rights reserved.
    • 27. 1 2 3 4 5 6 27 Copyright© 2013 by Barkley. All rights reserved.
    • 28. 1 2 3 4 5 6 28 Copyright© 2013 by Barkley. All rights reserved.
    • 29. 1 QuickTime™ and a GIF decompressor are needed to see this picture. 2 3 4 5 6 29 Copyright© 2013 by Barkley. All rights reserved.
    • 30. 1 2 3 4 5 6 30 Copyright© 2013 by Barkley. All rights reserved.
    • 31. 1 2 3 4 5 6 31 Copyright© 2013 by Barkley. All rights reserved.
    • 32. QuickTime™ and a GIF decompressor are needed to see this picture. 1 2 3 4 5 6 32 Copyright© 2013 by Barkley. All rights reserved. Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gif
    • 33. 1 2 3 4 5 6 33 Copyright© 2013 by Barkley. All rights reserved.
    • 34. 1 2 3 4 5 6 34 Copyright© 2013 by Barkley. All rights reserved.
    • 35. 35
    • 36. Taco Bell Joins The Snap Chat Community 1 2 3 4 5 6 36 Copyright© 2013 by Barkley. All rights reserved. Images via Twitter
    • 37. Taco Bell Shares Secret: Beefy Crunch Burrito is Back 1 2 3 4 5 6 37 Copyright© 2013 by Barkley. All rights reserved. Images via Twitter
    • 38. RULE 3: Buying into a brand idea is more powerful than simply buying a 1 2 3 4 5 6 38 Copyright© 2013 by Barkley. All rights reserved.
    • 39. 70% of Millennials are more excited about a decision they’ve made when their friends agree with them. 1 2 3 4 5 6 39 Copyright© 2013 by Barkley. All rights reserved. Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
    • 40. 1 2 3 4 5 6 40 Copyright© 2013 by Barkley. All rights reserved. Images via Warbyparker.com
    • 41. 1 41 Copyright© 2013 by Barkley. All rights reserved.
    • 42. 42
    • 43. 43
    • 44. RULE 4: Design a Sense of Adventure and Fun into your Brand 1 2 3 4 5 6 44 Copyright© 2013 by Barkley. All rights reserved.
    • 45. 69% of Millennials say they consider themselves adventurous 1 2 3 4 5 6 45 Copyright© 2013 by Barkley. All rights reserved. Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
    • 46. 46
    • 47. QuickTime™ and a decompressor are needed to see this picture. 47 Copyright© 2013 by Barkley. All rights reserved. Images via Freebirds Facebook Page
    • 48. RULE 5: Embrace Disruption 1 2 3 4 5 6 48 Copyright© 2013 by Barkley. All rights reserved.
    • 49. 1 2 3 4 5 6 49 Copyright© 2013 by Barkley. All rights reserved.
    • 50. Meet Mike 1 2 3 4 5 6 50 Copyright© 2013 by Barkley. All rights reserved.
    • 51. QuickTime™ and a decompressor are needed to see this picture. 51 Copyright© 2013 by Barkley. All rights reserved.
    • 52. 1 2 3 82,693 25,019 10,087,490 4 5 6 52 Copyright© 2013 by Barkley. All rights reserved. Stats of April 23, 2013
    • 53. RULE 6: Keep Their Loyalty 1 2 3 4 5 6 53 Copyright© 2013 by Barkley. All rights reserved.
    • 54. 45% of Millennials will go out of their way to shop at stores offering rewards programs 1 2 3 4 5 6 54 Copyright© 2013 by Barkley. All rights reserved. Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.
    • 55. 55
    • 56. 1 2 3 4 5 6 56 Copyright© 2013 by Barkley. All rights reserved. Image via southwest.com
    • 57. What if you have an iconic brand with an older core audience? 1 2 3 4 5 6 57 Copyright© 2013 by Barkley. All rights reserved.
    • 58. We need to reevaluate how you think of ROI. 58
    • 59. 1 2 3 4 5 6 59 Copyright© 2013 by Barkley. All rights reserved.
    • 60. Storytelling to Storydoing STORYTELLI NG STORYTELLING STORYDOING 60 Copyright© 2013 by Barkley. All rights reserved.
    • 61. 61
    • 62. QuickTime™ and a AVC Coding decompressor are needed to see this picture. 62 Copyright© 2013 by Barkley. All rights reserved.
    • 63. THANK YOU @ JeffFromm | JFromm@barkleyus.com | www.millennialmarketing.com 63 Copyright© 2013 by Barkley. All rights reserved.

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