Point of Purchase: Location differences in generational purchasing The most popular locations for getting items vary by generations

1. Marketing to Multiple
Generations
- Purchasing Location Differences

2. Point of Purchase:
● Location differences in generational
purchasing
● The most popular locations for aquiring
items vary by generations

3. Traditionalists 1925-1945
● In-store (brick and mortar locations)
● Television - “Call Now!”
● Geographically local
● Historic Companies
o Brand loyalty (Buying from Sears)
o Throwback to catalogue buys
o Quality assurance vs. cost
● Mail order forms

4. Boomers 1946-1964
● In-store (brick and mortar locations)
● In-store (family-brands, malls, and coupon)
○ Kohls
○ Outlet shopping
● Catalog
● Online shopping
● Infomercials/Shopping Channels
○ Shop NBC, QVC, HSN

5. Gen X 1965-1980
● In-store (brick and mortar locations)
● Relationship based (ex: Mary Kay, Thirty-One Gifts)
● School Events
o fundraisers, silent auctions
● Department stores
● Outsource services
● Thift stores
● Delivery services

6. Millennials 1981-2000
● Won’t buy from companies with social injustice practices
● Brand-purchasing: Buying direct from company
● Social Networks
● Ebay/Amazon
● Sharing/trading/bartering/rent
from others

7. +
Marketing to Multiple Generations
Soua, Pa, Jasmin, and Martha

8. +
Disposable Income
Disposable income factors into marketing to multiple
generations because that’s how companies gain their
revenues.

9. +
Traditionalists 1925-45
Hardworking, respect authority, & loyal.
Retired, steady income.
Marketing strategy: Hang on to items, so must direct sale,
making the sale more personal.

10. +
Baby Boomers 1946-64
Career focused, authority, idealistic, and independent.
Approaching or already in retirement – steady income.
Marketing strategy: High-end material items since they were
born and raised in the "American Dream" time.

11. +
Generation X 1965-80
Cautious, Entrepreneurs, and latching
Has established career and stable income.
Marketing strategy: provide an abundant amount of
information.

12. +
Millennial 1981-2000
Tech savy, appreciates diversity and community, multi-task.
Approaching career establishment or no career.
Marketing strategy: Social media, Innovative messages,
shock factor.

13. Anna, Ana, Annie

14.  We feel that marketing to different generations within
education is an important part of a marketing plan. We think
this because each generation has different values.

15.  Physical textbooks/Handouts
 Book Bundles – Traditional Text
 No technology
 Respectful Classroom – More Formal
 Independent Projects

16.  Physical Textbook samples
 Physical Handout
 Test Banks
 Test Methods
 Achievements
 Exams

17.  Diversity
 Group and Independent Work
 New Learning Techniques
 Flexibility
 Overhead prints
 Workbooks

18.  SOCIAL MEDIA!
 Technology
 E-books
 Online Learning Tools
 Group Projects
 Google docs, Prezi, Powerpoint, Etc.

20. Incentive
A thing that motivates or encourages one to do something. A payment, or
concession to stimulate greater output or investment.
https://www.google.com/search?q=Incentive&safe=active&biw=1171&bih=469&source=lnms&sa=X&ei=bLUbVLyoEMunyAT6iYD4Bw&ved
=0CAcQ_AUoAA&dpr=1

21. Traditionalist
born 1929-1946
°small portion of the workforce, traditionalists are sometimes treated as an afterthought.
Values
°value: hard work, sacrifice, and have a strong sense of duty to family, neighbors, and employer. .
°incentives: reflect on the employees' long-term commitment to their employer, (vice versa). goal
Incentives
°receive public recognition for a year's hard work and achievement,
rather than incremental rewards for meeting monthly or quarterly goal

22. Boomers
Born 1966-1979
Values
•strongly motivated by workplace culture
-allows them to observe their efforts making a difference
-contribute to their personal growth
• high performance
Incentives
•recognition and rewards linked to specific
pursing imtererest
-strategic-level achievements/ support in pursuing stretch goals

23. Generation X
Values
 Contribution hello
 Feedback and recognition
 Time with manager.
Incentives
 Flextime, job sharing, telecommuting, and sabbaticals.
 Tangible rewards.
http://www.inc.com/articles/1999/02/16431.html
http://www.valueoptions.com/spotlight_YIW/gen_x.htm

24. Millennial’s
Values:
 Flexibility
 Relaxed work environment
 Corporate social responsibility
 Team work
Incentives:
 Rewards and social recognition programs
 Promotional and learning opportunities
http://www.huffingtonpost.com/david-halliday/the-how-where-and-why-of-_b_5694480.htm
http://www.loyaltyandrewardsguide.com/customer-engagement/millennial-spending-incentives-for-a-new-generation#.VBui_hZ6fFI

25. Incentive in Action!
http://www.youtube.com/watch?v=y0qjEBJq7Z4

26. Work Cited
http://www.inc.com/articles/1999/02/16431.html
http://www.valueoptions.com/spotlight_YIW/gen_x.htm
http://www.huffingtonpost.com/david-halliday/the-how-where-and-why-of-_b_5694480.htm
http://www.loyaltyandrewardsguide.com/customer-engagement/millennial-spending-incentives-for-
a-new-generation#.VBui_hZ6fFI
https://www.google.com/search?q=Incentive&safe=active&biw=1171&bih=469&source=lnms&sa=
X&ei=bLUbVLyoEMunyAT6iYD4Bw&ved=0CAcQ_AUoAA&dpr=1
http://www.youtube.com/watch?v=y0qjEBJq7Z4
http://www.incentivemag.com//Strategy/Engagement/Generation-Why-/

27. Celebrity Endorsements
Chouree Lee, Meg Peterson, Jessica James, and
Alexa Arndt

28. Celebrity Endorsements
We believe that celebrity endorsements play
an important role in marketing to multiple
generations because it gives the audience a face
to MY generation.

29. Traditionalist (1925-1944)
Alex Trebek- Colonial Penn Life Insurance
Wilford Brimley- Liberty Medical (Diabetes)
● Aging, loyalty, responsible and respect.

30. Baby Boomers (1945-1964)
Oprah- Oprah’s Book Club
Michael Jordan- Hanes
Sally Field- Boniva
Sheryl Underwood- Depends
● Comfort, retirement, idealistic, and
hardworking.

31. Generation X (1965-1979)
Jessica Simpson- Weight Watchers
Jennifer Aniston- Smart Water
Salma Hayek- Nuance (Skincare)
Sofia Vergara- Diet Pepsi
Halle Berry- Revlon
● Image, health conscious, and
entrepreneurial.

32. Millennials (1980-2000)
Justin Bieber and Katy Perry- Proactiv
Shaun White- GoPro
Michael Phelps- Subway
Rihanna- Covergirl
Aaron Rodgers- State Farm Insurance
● Digital Age, image, and flexible.

33. Summary
Importance of celebrity endorsements...

34. +
Platforms
Shauna, Brionna, and Alyson

35. +
Platforms are Important to Marketing….
 Different ways of reaching different generations and age group of customers.

36. +
Traditionalists 1925-45
 Radio
 Newspaper

37. +
Boomers 46-64
 TV
 Newspapers

38. +
Generation X 65-80
 Email
 Internet (make sure your business has a lot of key words and is easy to navigate)
 TV

39. +
Millennial 1981-2000
 Social Media
 Text Messages
 Email