Marketing to Generation Y - Premera Blue Cross

1. Marketing to the Generations (Y) Jabez LeBret Stats Born 1978 www.JabezLeBret.com @jabezlebret in/jabezlebret Fav Food Pizza

5. The Different Generations

6. Traditionalist

7. Traditionalist Boomers

8. Traditionalist Boomers Gen X

9. Traditionalist Boomers Gen X Gen Y

10. Traditionalist Boomers Gen X Gen Y

11. Traditionalist Boomers Born 1920 - 1945 Born 1945 - 1964 Gen X Gen Y Born 1964 - 1978 Born 1978 - 1995

12. Traditionalist 1920 - 1945

13. Traditionalist 1920 - 1945 • Referred to as Silent Generation • Believe in conformity, authority and rules • Have a very deﬁned sense of right and wrong • Loyal, disciplined, logical, detail-oriented • Frugal with money and possessions • Conﬂict adverse • Created hierarchical organizational structures

14. Baby Boomers 1945 - 1964

15. Baby Boomers 1945 - 1964 • Over 80 Million born (largest at the time) • Believe in company loyalty • No news is good news • Generation of opportunity • Work hard to achieve success • Deep respect for their elders and authority • Created the concept of corporate ladder

16. Gen X 1964 - 1978

17. Gen X 1964 - 1978 • Smallest generation • First with two working parents • It’s about the journey not the end • Willing to work up the ladder (quietly) • Created self-help industry • Value diversity in their environment • Set goals and meet them constantly • Require little direction to complete task

18. Gen Y 1978 - 1995

19. Gen Y 1978 - 1995 • Referred to as Millennial’s (largest generation) • Told they could be anything • Grew up with technology • Unwilling to accept status-quo • Created social media • Demand diversity in their environment • Not loyal to company, loyal to people instead • The why, trophy, entitled, generation • Require lots of direction and boundaries

20. So what does this mean?

21. Gen Y Proﬁle

22. Gen Y Proﬁle Want to be Unique

23. Gen Y Proﬁle Want to be Unique Strong Need for Input

24. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference

25. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference Reward for Trying

26. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference Reward for Trying Quick Attention Span

27. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference Reward for Trying Quick Attention Span Not Brand Loyal

28. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference Reward for Trying Quick Attention Span Not Brand Loyal Family and Friend Oriented

29. Gen Y Proﬁle Want to be Unique Strong Need for Input Desire to Make a Difference Reward for Trying Quick Attention Span Not Brand Loyal Family and Friend Oriented Impervious to Old Marketing

30. Tools and Gadgets Comm Strategy Push Messaging Sharing & UGC

31. Tools and Gadgets Paper Mobile Web Hello! Please enjoy the Awesome Get Noticed Get Found Newsletter! In the past couple of years, mobile search has exploded in frequency and is only rising, as a result of the rapid increase in smartphone purchases. As of June of this year, 54.9% of mobile subscribers in the U.S. have smartphones. And the users of these smartphones are doing a lot of local searching: accord- ing to Google, 40% of mobile searches are location-related—double the amount for computers. This is extremely important for local businesses looking to reach potential customers online through local search. Businesses without a mobile website—and businesses that do not optimize their online presence for local search—will completely miss out on the 40% of mobile users looking for local businesses online. Business owners wishing to take advantage of the great opportunity that mobile search presents will need to create a mobile website and optimize their internet presence for both Android and Apple operating systems (the two mobile operating systems with the largest market share). So, how do you do this? Read the GNGF Blog! >>Check Out Our Latest Blog Posts We never pass up a chance to boast about our truly awesome I’m sure many of you have seen the movie Back to the Future, starring clients. When they have successes, Michael J. Fox and Christopher Lloyd. We’d like you to picture the scene we celebrate, too. After all, the near the beginning of the movie, when Doc shows Marty the awesome whole point of our business, of capabilities of his DeLorean-slash-time machine in the parking lot of the creating and maintaining a mall. With Doc driving the DeLorean via remote control, the car reaches successful online presence for our 88 miles per hour, blasting into the future and leaving two trails of fire in clients, is to grow their business: its wake—which leaves Marty completely shocked and awed. getting them noticed, getting them found online, and getting them With that picture in mind, it’s time to congratulate our newest success more potential clients of their own. story: the Hemet, California law firm of Clark & Lord. While the typical client firm takes several months to go through the process of the website going live, the attorneys at Clark & Lord decided that they wanted to go live in one month—and they did, becoming our fastest client to date! Because of their high level of involvement in decision -making and consistent effort (and perhaps a plutonium DeLorean powered by 1.21 gigawatts of power), they zoomed through the process at 88 mph, blasting them to a brighter future with a new, improved custom website and online presence. We love that they are so involved, and we are tremendously excited to have >>Visit the Clark and Lord Website gone through the process with them so quickly and efficiently!

32. Communication Strategy

33. Communication Strategy Responds Strongly to UGC

34. www.bazaarvoice.com

35. Communication Strategy Responds Strongly to UGC

36. Communication Strategy Responds Strongly to UGC Peer Aware

37. Communication Strategy Responds Strongly to UGC Peer Aware Prefer Text/Mobile Over Voice

38. #FAIL

39. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice

40. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice Broadcasting v. Collaborative

41. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice Broadcasting v. Collaborative Loyal to People Over Brand

42. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice Broadcasting v. Collaborative Loyal to People Over Brand Must Match Values - Cause

43. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice Broadcasting v. Collaborative Loyal to People Over Brand Must Match Values - Cause Think 140 Characters

44. Communication Strategy Responds Strongly to UGC Peer Aware + WIFFM Prefer Text/Mobile Over Voice Broadcasting v. Collaborative Loyal to People Over Brand Must Match Values - Cause Think 140 Characters Constant Afﬁrmation

45. Refreshing Communication

46. Benefits Sell Features Tell Benefits Tree Feature Benefit 1 Benefit 2 Benefit 3 Health Ins. Access to Dr Stay Healthy Take Trip Pay Bill Easy Quick Family Time Online Info Access Access Get Make Choice Anywhere Information Push Answer I Know Stay On Top Notification Comes to Me What’s Up ???? - - -

68. Marketing to the Generations Jabez LeBret Stats Born 1978 www.JabezLeBret.com @jabezlebret in/jabezlebret Fav Food Pizza

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