Multi-Generational Marketing


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What is multi-generational marketing? Everything. Communicating effectively between generations is essential for doing business in the modern world. Navigating between these generations using each group's most effective strategies without overloading your marketing schedule and budget can be difficult and sensitive. How do you begin to understand the intricacies of these groups? How do you develop a strategy and begin to execute it successfully? We can help. Contact 3Fold Communications today to schedule your Multi-Generational Marketing training session!

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Multi-Generational Marketing

  1. 1. Generational DynamicsUnderstanding Multi-Generational Needs and Style<br />Gordon Fowler, President/CEO<br />3Fold Communications<br />
  2. 2. Introduction<br />How do we succeed in <br />today’s market<br />with the additional challenge <br />of generationalcomplexities – <br />the different demands, values and preferences of today’s <br />multi-generational buyers?<br />
  3. 3. W.I.I.F.M.<br />What’s In It For Me?<br />
  4. 4. No More Golden Rule:<br />Try W.I.I.F.M.<br />Give your customers their “gets”<br />Arm yourself with knowledge<br />Apply that knowledge; generationally focus your marketing, advertising and branding efforts…<br />
  5. 5. UNDERSTANDThe 4 Generations and impacts on your success<br />
  6. 6. The 4 Generations<br />
  7. 7. FACTS<br />Industry is dominated by <br />Boomers<br />Consumer base dominated by <br />X’ers, Y’ers<br />
  8. 8. YOUR SUCCESS...<br />Understanding the <br />4 Generations and their W.I.I.F.M.s.<br />
  9. 9. Civics<br />
  10. 10. CIVICS<br />AKA Matures, Seniors, GIs, Greatest Generation, Builders<br />Ages 62 and over <br />59 million <br />
  11. 11. VALUES & PREFERENCES:<br />Dedication and Sacrifice<br />Hard work<br />Conformity<br />Stability and Security<br />Respect for Authority<br />Delayed Gratification<br />CIVICS<br />
  12. 12. CIVICS<br />So what kind of sales experience will connect the best with Civics?<br />
  13. 13. CIVICS<br />So what we know about civics is...<br />
  14. 14. No Hassle!<br /><ul><li>Civics respect the rules and authority but they’ve been abiding by rules for a long, long time
  15. 15. A no hassle “I’ll take care of it” experience will drive Civic loyalty</li></ul>So they want...<br />
  16. 16. Be the purveyor of the ultimate payoff!<br />Think about “delayed gratification”<br />Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself”<br />Tell them – you’ve earned it!<br />YOU can provide the “fruits of their life’s labor”!<br />The dream postponed<br />
  17. 17.
  18. 18. Civics attach a “premium” to these “lost traits”- consider them fundamentals that have been lost in today’s fast-paced, techno driven world<br />Take the time to build a face-to-face relationship<br />They are referral builders<br />Give Respect, Loyalty, Honesty<br />
  19. 19. Communicate authentically and understand HOW they want to be communicated with<br />Deliver on your promises - The service you provide must be parallel to the marketing promise<br />Use story-telling as a way to reinforce – this is an appreciated way to garner buy-in<br />Give Respect, Loyalty, Honesty<br />
  20. 20. Baby Boomers<br />
  21. 21. Baby Boomers<br /><ul><li>Ages 43-61
  22. 22. a/k/a Boomers, “Me” Generation
  23. 23. 78 million</li></li></ul><li>Baby Boomers<br />Work<br />Self<br />Involvement<br />Personal Gratification<br />Community<br />
  24. 24. Boomers are about...<br />
  25. 25. So, they want…<br />OPTIMISM!!<br /><ul><li>Speak of things in positive terms – especially when dealing with AGE </li></ul>(50 is the new 30!):<br /><ul><li>“There’s no challenge too great”
  26. 26. “We will move any obstacle to get this done”
  27. 27. “We are committed to winning together”
  28. 28. “It’s just the beginning”
  29. 29. “Time to take care of YOU”</li></li></ul><li>To feel like part of the team…<br /><ul><li> You are a team…in buying or selling
  30. 30. “Your team” will work toward their success
  31. 31. Your company is based on teamwork
  32. 32. Our firm has a team of professionals that work toward ….</li></ul>So, they want<br />
  33. 33. This to be about THEM<br /><ul><li> Provide individualized service to them
  34. 34. Don’t discuss all of the other things you need</li></ul> to do<br /><ul><li> Keep the focus on them
  35. 35. Make them feel like servicing them is the center of your universe
  36. 36. When you are with them, limit any external interruptions</li></ul>So, they want…<br />
  37. 37. So, they want…<br />To know that you are part of their community<br /><ul><li>This is the original “involved” generation!!</li></ul>*Protesters, environmentalists, etc.<br /><ul><li>This group has always been involved and will always be involved
  38. 38. Make it clear that you are a part of their community
  39. 39. Your services will be an integral part of their journey towards “what’s next”.</li></li></ul><li>QUICK BOOMER FACT:<br />Today’s 50-60 crowd is<br />flush with <br />&lt;$1,000,000,000,000<br />In spending power per year<br />They should be a part of your <br />Marketing strategy!<br />
  40. 40.
  41. 41. Gen X<br />
  42. 42. Generation X<br />Born 1965 - 1976<br />a/k/a X’ers, Baby Busters<br />Population = 48 million<br />Original “latchkey” kids<br />
  43. 43. GEN X’ers<br />VALUES & PREFERENCES:<br />Fierce Independence<br />Change<br />Techno-literacy<br />Skepticism<br />Work IS “just a job”<br />Need Autonomy<br />
  44. 44. Their heroes?<br />No heroes or icons other than – themselves!<br />Much of Gen X has spent a lot of time alone, figuring things out themselves.<br />Why idolize anyone?<br />
  45. 45. Gen X’ers are about:<br />
  46. 46. So... Gen X’ers Want:<br />Respect their skepticism<br /><ul><li>Create lasting loyalty in sales through extreme candor
  47. 47. Tell them everything they need to know – really
  48. 48. Be honest and upfront</li></li></ul><li>So...Gen X’ers Want:<br />Embrace the Family & Balance<br /><ul><li>People first with this generation
  49. 49. Xers are starting and growing families – most are products of divorces. THEIR families are important to them
  50. 50. Recognize and address the role “the home” plays in the family process – it is the cornerstone of the X’er family value
  51. 51. You are helping them build a family - embrace that vital role!</li></li></ul><li>So...Gen X’ers Want:<br />Give them Fun & Freedom<br /><ul><li>Provide a fun, light experience
  52. 52. Offer freedom of choice – communicate options at every opportunity
  53. 53. Provide planning contingency – what are the options if this doesn’t work</li></li></ul><li>So...Gen X’ers Want:<br />Empower with Technology<br /><ul><li> X’ers want to know – do you speak ‘tech’?
  54. 54. Utilize technology to drive the transaction, communicate faster and empower the consumer to make some independent decisions
  55. 55. Your tools, how you communicate, your office…all say something about your tech- friendliness
  56. 56. Provide a useful, info-rich website
  57. 57. Communicate and respond immediately!</li></li></ul><li>So...Gen X’ers Want:<br />Hands off!!<br /><ul><li> Embrace the “latch-key within” and give them space
  58. 58. Understand and acknowledge fierce X’er independence
  59. 59. The DIY mentality – Home Depot & IKEA generation
  60. 60. Be there when needed AND get-gone when you are not (on-demand)!</li></li></ul><li>Gen Y<br />
  61. 61. Generation Y<br />Ages 13-30<br />a/k/a Gen Y, Echo Boomers<br />73 million<br />
  62. 62.
  63. 63. Generation Y<br />Confident (very strong egos)<br />Optimistic<br />Techno-fused<br />Untraditional – don’t believe “ the clothes make the person”<br />Moral and Civic minded<br />Collaborative and Democratic<br />The Diversity generation<br />Still Skeptical<br />More DIY than X<br />
  64. 64. Y’ers are About...<br />
  65. 65. So...Gen Y’ers Want:<br />To be special and unique<br />Important for them to be special, different, not like anyone else<br />It’s uncool to be “cookie cutter”<br />Show your personality and expect them to act like individuals<br />No comparing them to “other customers”<br />Loosen up a little – suits and ties not necessary with this crowd…could actually be a turn off!!<br />Don’t judge a book by it’s cover!<br />
  66. 66. So...Gen Y’ers Want:<br />To be guided, not told what to do<br />Guide and lead but don’t tell (democratic nature will be offended)<br />Affirm their confidence and teach them what they don’t know<br />They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS<br />They think they know everything, they like FYI, or “just in case” gentle messages vs. in your face coaching<br />Resist the parenting impulse Boomers and Civics!!<br />
  67. 67. So...Gen Y’ers Want:<br />Techno – Savvy Agents!<br />Gen Y will start and finish everything in life on-line<br />No desire for tangible, brick –and-mortar<br />Without internet marketing, you won’t capture the GenY consumer<br />Not just a website<br />The social life is DRIVEN BY the internet<br />Social marketing – Craigslist, YouTube, Linked in, MySpace, Blogging, Twitter<br />Text messaging<br />Life is done with the phone –<br />Pictures, email, web-access phone calls<br />Response is expected IMMEDIATELY<br />
  68. 68. So...Gen Y’ers Want:<br />More….<br />Be a part of the community you serve and “stand for something”<br />Help them get what they want and they will be your social advocates….referrals will come from this group<br />Despite the techno-savvyness and lack of tradition, this group is rooted by the perpetuation of the community, the family and the betterment of things. It’s the fusion of Boomers and X’ers.<br />
  69. 69.
  70. 70. Thank You! Questions?<br /><br />