Marketing to Generation Y June 4, 2008 Intuit Communities

Outline Who is Generation Y? What does Generation Y most value? Why is this topic important? How do you market to Generation Y? When do you act?

Who is Generation Y?

What does Generation Y most value?

Why is this topic important?

How do you market to Generation Y?

When do you act?

Who is Generation Y? Birth years1977-1992 Over 75 million people Significant world events Global perspective Creating change

Birth years1977-1992

Over 75 million people

Significant world events

Global perspective

Creating change

What does Gen Y most value? Freedom Meaningful work Living first Friends Diversity

Freedom

Meaningful work

Living first

Friends

Diversity

Why is this topic important?

How do you market to Generation Y? Simple Authentic Hip Quick Sustainable

Simple

Authentic

Hip

Quick

Sustainable

Gen Y’s Top 15 Most Loyal Brands Apple Trader Joe‘s Jet Blue In N Out Ben N Jerry's Whole Foods Adidas American Apparel Target H & M Levi's Volkswagen Converse Vitamin Water Red Stripe

Apple

Trader Joe‘s

Jet Blue

In N Out

Ben N Jerry's

Whole Foods

Adidas

American Apparel

Target

H & M

Levi's

Volkswagen

Converse

Vitamin Water

Red Stripe

Why These Brands? The formula for success with marketing to Gen Y: Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and easy! Quirky, unique and dorky (Jet Blue and Trader Joe's are both known for being one of a kind shops) Happy employees (people who work at the aforementioned companies say they LOVE their jobs!)

The formula for success with marketing to Gen Y:

Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and easy!

Quirky, unique and dorky (Jet Blue and Trader Joe's are both known for being one of a kind shops)

Happy employees (people who work at the aforementioned companies say they LOVE their jobs!)

How do you reach Gen Y? Get to know their values Respect them Build a trusting relationship Communicate with them on their terms

Get to know their values

Respect them

Build a trusting relationship

Communicate with them on their terms

Development Training Experimentation Voice Coaching Feedback

Training

Experimentation

Voice

Coaching

Feedback

Diversity Community Divergency Acceptance Respect Appreciation

Community

Divergency

Acceptance

Respect

Appreciation

Decisiveness Simplicity Brainstorming Research Action Flow

Simplicity

Brainstorming

Research

Action

Flow

Marketing to Gen Y Social networking sites (Facebook) Mash-ups Extreme sporting events Gen Y street teams Partnering with youth oriented companies Gen Y word of mouth

Social networking sites (Facebook)

Mash-ups

Extreme sporting events

Gen Y street teams

Partnering with youth oriented companies

Gen Y word of mouth

Marketing Turn-Offs Hype E-mail blasts Push marketing Fax Cold calling Trying to be “hip”

Hype

E-mail blasts

Push marketing

Fax

Cold calling

Trying to be “hip”

Consumer 2.0 by Mr. Youth Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and associate with your brand as they see fit Get the full report at http://MrYouth.com

Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements

Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally

Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise

Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs

Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and associate with your brand as they see fit

Get the full report at http://MrYouth.com

When do you act? “ We believe that the time for change is here and now. It is time to start leading and stop resisting this generation’s efforts and contributions.” -Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders

“ We believe that the time for change is here and now. It is time to start leading and stop resisting this generation’s efforts and contributions.”

-Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold

Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders

Thank-you Millennial Leaders http://MillennialLeaders.com