Melody Lee and James Cockerille

1. MARKETING TO MILLENNIALS INDIVIDUALS
Digital Summit / DC September 6, 2017
Melody Lee | Cadillac & James Cockerille | Rokkan

2. YOU’RE PROBABLY HERE BECAUSE OF THIS GENERATION’S…
2
Size and influence
Purchasing power
Disruption of the
traditional playbook

3. WE’RE HERE BECAUSE THESE INDIVIDUALS ARE IMPORTANT
BUT NOT STRAIGHTFORWARD CUSTOMERS FOR CADILLAC
3
Progressive
Younger
Core
Audiences
Ageing
Out
Strategic
Audiences
Entering the market
Forming opinions
The new makers
Influencing others

4. WHAT WE’RE LEARNING
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ü No single definition
ü Vast differences
ü Influence ≠ purchase
ü Factor for lifestage
ü Don’t pander
ü Co-create
1987
1 WAVE
5 YRS OLD
ENTERING
PRESCHOOL
2017
~20 WAVES
13-35 YRS OLD
HIGH SCHOOL,
COLLEGE,
CAREER’ING

5. NO SINGLE DEFINITION
5

6. FOR PROFESSIONAL TREND FORECASTERS, A
GENERATION (AS IN GENERATION X, OR Y) IS
LESS A COLLECTION OF INDIVIDUALS THAN A
COMMODITY: TO BE PROCESSED INTO A
MANUFACTURED UNIT, MARKETED AND SOLD
TO CLIENTS. TO GET THERE FIRST AND DEFINE
THE NEXT NEXT GENERATION IS LIKE STAKING
A CLAIM IN A GOLD RUSH.
FROM THE NEW YORK TIMES
MEET ALPHA: THE NEXT ‘NEXT GENERATION’
BY ALEX WILLIAMS SEPT. 19, 2015
6

7. NO SINGLE DEFINITION EXISTS
7
1980 1995 2010 2025
0+
1) Straus and Howe/ b.’82 – 04’
18+ 45+
0+
2) Census Bureau / b.’82 – 00’
18+ 45+
0+
3) Goldman Sachs / b.’80 – ‘00
18+ 45+
today

8. SORT OF “GEN Y”
8
1980 1995 2010
GEN Y GEN Z
2025
Born…
today
13 – 35 yrs

9. ACCUSTOMED TO CHANGE
9
1980 1995 2010
GEN Y GEN Z
Nokia BlackBerry iPhone
2025
Born…
today
The Great Recession9/11
AOL
Amazon
Twitter
Google
Hotmail
13 – 35 yrs
Facebook
Dot Com Bubble Brexit

10. NOT FIXED BUT EVOLVING
10
1980 1995 2010
GEN Y GEN Z
Nokia BlackBerry iPhone
2025
Born…
today
The Great Recession9/11
AOL
Amazon
Twitter
Google
Hotmail
13 – 35 yrs
Facebook
Dot Com Bubble
More aware
More digital
More virtual
More careers
More travel
Brexit

11. MORE OPEN, BUT ALSO DISCERNING
11

12. VAST DIFFERENCES
12

13. THERE ARE LIMITATIONS OF DEMOGRAPHIC CUSTOMER
SEGMENTATION: NOT ALL CUSTOMERS ARE THE SAME
13
Gender
Age Group
Nationality
Profession
Income
actor actor
high high
PERSON A PERSON B

14. ETHNIC DIVERSITY
14

15. REGIONAL DIVERSITY
15

16. MINDSET DIVERSITY
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source: Barkley USA in partnership
with Boston Consulting Group (BCG)

17. A NEW “URBAN” BUSINESS MODEL:
BOOK BY CADILLAC
OWN THE DRIVE, NOT THE DETAILS
EXPERIENCE THE NEW MONTHLY CAR
SUBSCRIPTION SERVICE FROM CADILLAC.
• CONCIERGE WHITE GLOVE VEHICLE
DELIVERY
• NO-COMMITMENT MEMBERSHIP
• INSURANCE, REGISTRATION, AND
MAINTENANCE INCLUDED
• CURATED CADILLAC FLEET TO CHOOSE
FROM
• $1500/MONTH MEMBERSHIP FEE
17

18. INFLUENCE ≠ PURCHASE
18

19. EARLY TEENS TO EARLY MIDDLE AGE
19
13 years
the youngest
35 years
the oldest
5 20 3510 15 25 30 40 45 50 55 60
Income differences
Different family obligations
Career & peer differences

20. FORMING OPINIONS VS. TRANSACTING
20
5 20 3510 15 25 30 40 45 50 55 60
Average age
of Cadillac buyer
(US)
Posters &
celebrities
Riding
with others
Starter
vehicle
Non-soda Sodas Diet Sodas
Ave. age of
Cadillac buyer
(China)

21. CREATING EARLY INFLUENCE
21
5 20 3510 15 25 30 40 45 50 55 60
Early education
environments
Home
purchase
Extended
loyalties

22. FOR US: RIDESHARING INFLUENCE
22

23. 23
FOR US: HALO VEHICLES FOR GROWTH AREAS
CTS-V
Performance
CT6
Prestige, technology, and innovation
Escalade
Pop culture

24. FACTOR FOR LIFESTAGE
24

25. TIMELESS TRUTHS
OF TEENS (13 – 19)
Testing independence
Forming identity
Emotional, hormonal and
physiological change
High highs, Low lows
25
OF ADULTHOOD (20 – 35)
Narrowing exploration
Refining tastes
Self confidence
Trading up

26. AVERSION TO OWNERSHIP IS RELATIVE
26
VS

27. CELEBRATING YOUTH’S EXPLORATION
27
Adornment Fashion ModificationAppropriation

28. RESOLVING ADULTS’ HARD TRUTHS
28
Family Swagger

29. DON’T PANDER
29

30. RESPECT IS A HARD EARNED CURRENCY
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Source: The Futures Company May 2015

31. OVERSELLING IS A COMMON MISTAKE
31
Source: Hashtag Nation: Marketing to the Selfie Generation September 2014

32. VERSUS SITUATIONS WHERE BOTH ENTER IN TRUE-TO-SELF,
PRESSURELESS, OFTEN INDIRECT WAYS
32
spectacles education environments options

33. USING AREAS OF SHARED INTEREST TO ENGAGE
art &
design
thought
leadership
fashion
travel /
culinary
33

34. CO-CREATE
34

35. THERE IS AN OLD ADAGE ABOUT
GLADIATORS,— THAT THEY PLAN THEIR FIGHT
IN THE RING; AS THEY INTENTLY WATCH,
SOMETHING IN THE ADVERSARY'S GLANCE,
SOME MOVEMENT OF HIS HAND, EVEN SOME
SLIGHT BENDING OF HIS BODY, GIVES A
WARNING…
- SENECA “ON THE FUTILITY OF HALWAY MEASURES” (LETTER XXII) 4BC
35

36. PROVIDE “THE RING”
36
Platforms Dashboards

37. “HOLD THE SWORD LOOSELY”
37
ON BRAND OPEN
be be

38. FORMS OF CO-DEVELOPMENT
38
From
Planned
studies
Built for
Closed
offerings
Stereotypes
& Cliches
To
Interactive
betas
Made with
Feedback
optimized
Fluid forms of
identity creation

39. TORONTO 2017
DUBAI 2017
SHANGHAI 2018
PEBBLE BEACH 2016
NYC 2016
MEXICO 2019
MUNICH 2017
CADILLAC HOUSE IS A SOCIAL LAB, A SPACE FOR CULTURAL
IDEAS TO TAKE SHAPE AND BE DEBATED
39

40. IN SUMMARY
40

41. A GENERATION OF INDIVIDUALS IN FLUX
41
No single definition
Vast differences
Influence ≠ purchase
Factor for lifestage
Don’t pander
Co-create

42. THANK YOU
42