RPM Promoters Workshop: Engaging Generation Y

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Michael Thomas, partner at Noble Studios, gave a presentation during the Racing Promotion Monthly Promoters Workshop on Friday, December 6, 2013 in Reno Nevada.

He gave his insight on how to engage with Generation Y.

Published in: Marketing, Technology, Business
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RPM Promoters Workshop: Engaging Generation Y

  1. 1. RPM Promoters Workshops: Engaging Generation Y
  2. 2. About Me 2
  3. 3. About Me 3
  4. 4. Clients 4
  5. 5. Who is Gen Y? Image Source: http://www.huffingtonpost.com/derrick-feldmann/nonprofits-world-needs-millenials_b_1878293.html 5
  6. 6. Who is Gen Y? Image Source: http://i1.ytimg.com/vi/75_SN58w2r0/maxresdefault.jpg 6
  7. 7. Who is Gen Y? Image Source: http://www.moddb.com/games/grand-theft-auto-v 7
  8. 8. Characteristics of Gen Y • Tech/web savvy but value face-to-face • Short-term focus but equally committed • Open-minded and diverse • Requires recognition • Expect openness and transparency • Confident and ambitious • Team players • Work/life balance 8
  9. 9. How to Market to Gen Y? Five ways to gain their attention: Five way to lose their attention: 1. Make it participatory 1. Take yourself too seriously 2. Make it easy 2. Be vague 3. Make it shareable 3. Give them a product instead of an experience 4. Take a risk 5. Give it meaning 4. Make fun of them 5. Talk down to them Source: http://www.forbes.com/sites/gyro/2012/03/26/how-to-gain-and-lose-the-attention-of-generation-y/ 9
  10. 10. How to Market to Gen Y? Keep in mind the four areas Gen Y considers before purchasing a product or service: 1. Cost matters 2. Good quality 3. Fast service 4. An “experience” 10
  11. 11. Most Popular Sites and Platforms Popular Sites Platforms • Facebook • Mobile • YouTube • Tablet • Twitter • Laptops • Wikipedia • Google • Blogs 11
  12. 12. Gen Y and Racing Image Source: http://taylorstrategy.com/news-category/2013-consumer-engagement-survey-nascar-fans/ 12
  13. 13. Gen Y and Racing Most popular social sites • Facebook 71% • YouTube 43% • Twitter 26% NASCAR’s Gen Y Avid Fans share content • 91 % of 18-34 year olds routinely share NASCAR content they come across. Source: Consumer Engagement Survey: NASCAR Fans http://taylorstrategy.com/news-category/2013-consumer-engagement-survey-nascar-fans/ 13
  14. 14. Racetracks Doing It Right Deer Creek Speedway Source: http://www.deercreekspeedway.com/ 14
  15. 15. Racetracks Doing It Right Rocky Mountain Raceways Source: http://www.rmrracing.com/ 15
  16. 16. Content Marketing Why Does It Matter? • 7 out of 10 customers prefer content over ads • 39% of brand budgets will be dedicated to content marketing this year • 60% through the buyer’s journey before reaching out to brands Sources: http://www.shoutlet.com/blog/2013/05/six-stats-and-six-reasons-why-content-marketing-matters/ http://www.fastcompany.com/3009543/dialed/a-top-linkedin-exec-on-why-content-marketing-matters-more-than-ever http://noblestudios.com/blog/8-steps-to-creating-an-effective-content-strategy/ 16
  17. 17. 10-4-1 Rule of Social Media 10 4 1 Links to other people’s content Links to your own blog content Link to a lead generation page 17
  18. 18. Leading Brands – Red Bull Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights 18
  19. 19. Leading Brands – GoPro Image Source: http://ajklijs.wordpress.com/2012/10/19/great-gopro-video/ 19
  20. 20. Leading Brands – Kmart Kmart Commercial Show Your Joe Jingle Bells Men In Boxers! 20
  21. 21. Leading Brands – Kmart 1 3 2 4 Source: http://mashable.com/2013/11/21/jc-penney-kmart-twitter/ 21
  22. 22. Leading Brands – Ford Fusion Source: http://noblestudios.com/ 22
  23. 23. Leading Brands – Ford Fusion Ford Fusion Remix with Reggie Watts Kiss on the Grille 23
  24. 24. Analytics • Do more people know about your brand than before? • Are your posts generating traffic? • Are people reacting to your content? • Are you generating leads? • According to Social Media Today: • Social media ROI is the net gain as a result of performance • Tangible Related Revenue + Estimated Intangible Related Revenue – (Cost of Social Media) / (Cost of Social Media) Source: http://socialmediatoday.com/ 24
  25. 25. You Are Not Alone – Legos Image Source: http://www.adweek.com/adfreak/did-lego-already-win-christmas-fantastic-father-son-ad-153644 25
  26. 26. You Are Not Alone – Monopoly Monopoly Better Cat TV Commercial 26
  27. 27. Top 5 Tactics to Remember for Gen Y 1. Understand What Makes Them Tick 2. Get to the Point 3. Keep Them Informed 4. Position it Wisely 5. Engage and Connect 27
  28. 28. Things You Can Do 1. Bring out the uniqueness of your racetrack 2. Pique the curiosity of the un-initiated about the sport 3. Develop unique partnerships with your sponsors 4. Invest in quality content (interns) 5. Figure out where your audience spends time and meet them there 6. Create promotions and special experiences at the track for your social fans 7. Join the conversation 28
  29. 29. Image Source: http://www.unr.edu/nevada-today/news/2013/colins-big-moment-hpf 29
  30. 30. Contact Michael Thomas With Your Questions. 50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 phone | noblestudios.com

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