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 befo...
About Millenials        Celebrated, cherished and protected.              Celebrated by Hollywood:Three Men and a Baby, Mr...
About Millenials         Raised by attached parents.Freakishly close to their “Helicopter Parents” or   “Blackhawks” trans...
About Millenials                Team Oriented.                Task Oriented.                Civic Oriented.          (not ...
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
NACCAP presentation 2012
NACCAP presentation 2012
NACCAP presentation 2012
NACCAP presentation 2012
NACCAP presentation 2012
NACCAP presentation 2012
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NACCAP presentation 2012

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  • Transcript of "NACCAP presentation 2012"

    1. 1. Through the NoiseToward More Effective Communication Strategies Derek Luther NACCAP 2012
    2. 2. Manage Expectations Who we’re recruiting Marketing Paths to Authenticity Staying connected
    3. 3. Did You Know? 4.0
    4. 4. Who are we recruiting? Let’s get on the same page.
    5. 5. 76 Million Millennials(vs. 72 million Boomers and 42 million Xers)
    6. 6. 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
    7. 7. 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.
    8. 8. 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?
    9. 9. 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.”
    10. 10. 5000Marketing messages we are assaulted by each day Consumers 18-65 years old. Ad Age 2010
    11. 11. 64%Believe advertising is “dishonest” or “unrealistic” Consumers 18-65 years old, Ad Age 2010
    12. 12. 90% Consumers who trust word of mouthover traditional advertising Consumers 18-65 years old, Ad Age 2010
    13. 13. AuthenticityThe fundamental problem with advertising: it’s a phoniness generating machine.
    14. 14. Authenticity The easiest way to beperceived as phony is to advertise things you are not.
    15. 15. Rendering Authenticity
    16. 16. Through the NoiseToward More Effective Communication Strategies Derek Luther luther@targetx.com

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