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NACCAP presentation 2012 NACCAP presentation 2012 Presentation Transcript

  • Through the NoiseToward More Effective Communication Strategies Derek Luther NACCAP 2012
  • Manage Expectations Who we’re recruiting Marketing Paths to Authenticity Staying connected
  • Did You Know? 4.0
  • Who are we recruiting? Let’s get on the same page.
  • 76 Million Millennials(vs. 72 million Boomers and 42 million Xers)
  • About Millenials 35% are non-white (and Latino).Millennials are more racially diverse than any generation before them 1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent. Largest separation in wealth in American history. U.S. Census Bureau 2011
  • About Millenials Celebrated, cherished and protected. Celebrated by Hollywood:Three Men and a Baby, Mr. Mom and Disney princesses. Empowered females. Bike helmets, car seats, nanny cams and more.
  • About Millenials Raised by attached parents.Freakishly close to their “Helicopter Parents” or “Blackhawks” transitioning to “Stealth.”Parents are “Best Friends” and co-purchasing. Conservative. Or Conventional?
  • About Millenials Team Oriented. Task Oriented. Civic Oriented. (not in march on D.C. way) Want to achieve high standards set for them. Feel that they have already “paid their dues.”
  • 5000Marketing messages we are assaulted by each day Consumers 18-65 years old. Ad Age 2010
  • 64%Believe advertising is “dishonest” or “unrealistic” Consumers 18-65 years old, Ad Age 2010
  • 90% Consumers who trust word of mouthover traditional advertising Consumers 18-65 years old, Ad Age 2010
  • AuthenticityThe fundamental problem with advertising: it’s a phoniness generating machine.
  • Authenticity The easiest way to beperceived as phony is to advertise things you are not.
  • Rendering Authenticity
  • Through the NoiseToward More Effective Communication Strategies Derek Luther luther@targetx.com