1
Jeff Fromm
Co-Author “Marketing to
Millennials: Reach the
Largest and Most Influential
Generation of Consumers
Ever.”
EV...
2
The Definition
of Brand Value
We Knew and Loved
DIED.
Copyright© 2013 by Barkley. All rights reserved.
3
Copyright© 2013 by Barkley. All rights reserved.
The New Definition of Brand Value
Brand Value =
Functional, Emotional &...
4
Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.
MILLENNIAL
MINDSET
5
QuickTime™ and a
H.264 decompressor
are needed to see this picture.
Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
8
QuickTime™ and a
MainConcept H.264 decompressor
are needed to see this picture.
9
Copyright© 2013 by Barkley. All rights reserved.
10
The Participation Economy
Copyright© 2013 by Barkley. All rights reserved.
11
Creative Excellence
to Content Excellence
Copyright© 2013 by Barkley. All rights reserved.
CREATIVE
EXCELLENCE
CREATIVE...
12
Copyright© 2013 by Barkley. All rights reserved.
13
Useful Is The New Cool.
So Here Are The Six Rules:
Engage early adopters of new technology.
Build a listening and parti...
14
RULE 1:
Engage Early Adopters
of New Technology
Copyright© 2013 by Barkley. All rights reserved.
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Millennials are 2.5x
more likely
to be early adopters of
new technology
Source: “American Millennials: Deciphering the ...
16
Do You Have a
Tech Roadmap?
Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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RULE 2:
Build a Listening and
Participation Strategy
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013...
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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QuickTime™ and a
GIF decompressor
are needed to see this picture.
Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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QuickTime™ and a
GIF decompressor
are needed to see this picture.
Source: http://weknowgifs.com/wp-content/uploads/2013...
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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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Taco Bell Joins The
Snap Chat Community
Images via TwitterCopyright© 2013 by Barkley. All rights reserved.
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Images via TwitterCopyright© 2013 by Barkley. All rights reserved.
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Taco Bell Shares Secret:
Beefy Crunch Bu...
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Copyright© 2013 by Barkley. All rights reserved.
1
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RULE 3:
Make Them Look
Good Among Peers
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013...
37
Images via Warbyparker.comCopyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
1
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RULE 4:
Design a Sense of
Adventure and Fun
into your Brand
39
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013...
40
QuickTime™ and a
decompressor
are needed to see this picture.
Images via Freebirds Facebook PageCopyright© 2013 by Bark...
41
Copyright© 2013 by Barkley. All rights reserved.
1
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RULE 5:
Embrace Disruption
42
Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
1
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Meet Mike
44
QuickTime™ and a
decompressor
are needed to see this picture.
Copyright© 2013 by Barkley. All rights reserved.
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...
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82,693 25,019 10,087,490
Stats of April 23, 2013Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
1
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RULE 6:
Keep Their Loyalty
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013...
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Image via southwest.comCopyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
1
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What if you have an
iconic brand with an
older core audien...
50
Copyright© 2013 by Barkley. All rights reserved.
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1
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51
Storytelling
vs.
Storydoing
5252
THANK YOU
Copyright© 2013 by Barkley. All rights reserved.
@ JeffFromm | JFromm@barkleyus.com |
www.ShareLikeBuy.com
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JCC Presentation

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Last week, the Jewish Community Center of Kansas City hosted an exclusive book signing and speaking event. I've used versions of this deck before but each event I speak at has certain edits for the appropriate audience.

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  • I like to turn things upside to see if that allows me to find “fresh” insights.
  • In 2009, Yelp became one of the first apps to use augmented reality. Augmented reality uses your phone’s camera to show virtual items the real world. With Yelp’s Monocle, you can hold your phone up and survey where you are. The app will respond by giving you reviews for restaurants or other businesses in that area. As you move your phone around, different restaurant/bar/coffee shop locations will pop up. Likewise, on the screen you can read reviews, see how well it was rated, the distance from where you are and what kind of food it is.
  • This story starts with a DQ employee who tweeted how she wasn’t looking forward to “Free Cone Day” at the DQ where she worked. So, DQ social (barkley) saw that as an opportunity to make sure this one employee had the best day ever. They did so by sending her tweets each hour with funny giffs and videos. By the end of it, she said DQ had made her have the best shift ever.
  • On April 30th, Taco Bell made an announcement to all of its Twitter followers telling them that they would be joining Snap Chat--a popular Millennial application that allows users to send pictures that self-destruct 10 seconds after the receiver opens it. Taco Bell used it as a way to connect with their consumers on a platform that they frequent. They used Snap Chat to announce the return of the Beefy Crunch Burrito would be returning to its restaurants. The response from followers was huge as they felt they were getting secret, first-hand information before anyone else. Key with Millennials.
  • Freebirds is a Mexican QSR very similar to Chipotle. On it’s Facebook page, during March Madness, the brand started something called “March Badness” where customers are rewarded for their failed brackets which is a nice change compared to most brands that only reward for winning brackets.
  • When the video went live, it crashed the DSC server. Once it was back up, Dubin enlisted a team of friends and contractors to help him print labels and pack boxes by hand in a warehouse to fill the 12,000 orders that arrived in the first 48 hours. In the last year, then number of full-time employees has increased to 24; three types of blades are now sold; and a new product called shave butter is sold in addition to razors. Dubin won’t say the company’s revenue or number of subscribers, but had a 9.8 million investment in October from Venrock that expects DSC to compete with Gillette.
  • JCC Presentation

    1. 1. 1 Jeff Fromm Co-Author “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever.” EVP at Barkley, a fiercely independent ad agency. Copyright© 2013 by Barkley. All rights reserved.
    2. 2. 2 The Definition of Brand Value We Knew and Loved DIED. Copyright© 2013 by Barkley. All rights reserved.
    3. 3. 3 Copyright© 2013 by Barkley. All rights reserved. The New Definition of Brand Value Brand Value = Functional, Emotional & Participative Benefits Price Σ
    4. 4. 4 Images via respective sites.Copyright© 2013 by Barkley. All rights reserved. MILLENNIAL MINDSET
    5. 5. 5 QuickTime™ and a H.264 decompressor are needed to see this picture. Copyright© 2013 by Barkley. All rights reserved.
    6. 6. 6 Copyright© 2013 by Barkley. All rights reserved.
    7. 7. 7 Copyright© 2013 by Barkley. All rights reserved.
    8. 8. 8 QuickTime™ and a MainConcept H.264 decompressor are needed to see this picture.
    9. 9. 9 Copyright© 2013 by Barkley. All rights reserved.
    10. 10. 10 The Participation Economy Copyright© 2013 by Barkley. All rights reserved.
    11. 11. 11 Creative Excellence to Content Excellence Copyright© 2013 by Barkley. All rights reserved. CREATIVE EXCELLENCE CREATIVE EXCELLENCE
    12. 12. 12 Copyright© 2013 by Barkley. All rights reserved.
    13. 13. 13 Useful Is The New Cool. So Here Are The Six Rules: Engage early adopters of new technology. Build a listening and participation strategy. Make them look good among peers. Design a sense of adventure and fun into your brand. Embrace disruption. Keep their loyalty. Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    14. 14. 14 RULE 1: Engage Early Adopters of New Technology Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    15. 15. 15 Millennials are 2.5x more likely to be early adopters of new technology Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    16. 16. 16 Do You Have a Tech Roadmap? Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    17. 17. 17 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    18. 18. 18 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 RULE 2: Build a Listening and Participation Strategy
    19. 19. 19 Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 One-third of Millennials say they like a brand more when the brand uses social media
    20. 20. 20 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    21. 21. 21 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    22. 22. 22 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    23. 23. 23 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    24. 24. 24 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    25. 25. 25 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    26. 26. 26 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    27. 27. 27 QuickTime™ and a GIF decompressor are needed to see this picture. Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    28. 28. 28 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    29. 29. 29 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    30. 30. 30 QuickTime™ and a GIF decompressor are needed to see this picture. Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gifCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    31. 31. 31 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    32. 32. 32 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    33. 33. 33 Taco Bell Joins The Snap Chat Community Images via TwitterCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    34. 34. 34 Images via TwitterCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 Taco Bell Shares Secret: Beefy Crunch Burrito is Back
    35. 35. 35 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 RULE 3: Make Them Look Good Among Peers
    36. 36. 36 Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 70% of Millennials are more excited about a decision they’ve made when their friends agree with them
    37. 37. 37 Images via Warbyparker.comCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    38. 38. 38 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 RULE 4: Design a Sense of Adventure and Fun into your Brand
    39. 39. 39 Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 69% of Millennials say they consider themselves adventurous
    40. 40. 40 QuickTime™ and a decompressor are needed to see this picture. Images via Freebirds Facebook PageCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    41. 41. 41 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 RULE 5: Embrace Disruption
    42. 42. 42 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    43. 43. 43 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 Meet Mike
    44. 44. 44 QuickTime™ and a decompressor are needed to see this picture. Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    45. 45. 45 82,693 25,019 10,087,490 Stats of April 23, 2013Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    46. 46. 46 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 RULE 6: Keep Their Loyalty
    47. 47. 47 Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 45% of Millennials will go out of their way to shop at stores offering rewards programs
    48. 48. 48 Image via southwest.comCopyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6
    49. 49. 49 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 What if you have an iconic brand with an older core audience?
    50. 50. 50 Copyright© 2013 by Barkley. All rights reserved. 1 2 3 4 5 6 1 2 3 4 5 6
    51. 51. 51 Storytelling vs. Storydoing
    52. 52. 5252 THANK YOU Copyright© 2013 by Barkley. All rights reserved. @ JeffFromm | JFromm@barkleyus.com | www.ShareLikeBuy.com

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