INSANELY USEFULADVICE FORMARKETING TOMILLENNIALSA collaborative book written in one hourduring a Hyper Island Workshopat t...
Publisher’s note:Every possible effort has been made to ensure that theinformation in this book is accurate at the time of...
• Stay true to the core of your DNA                     - Strong brand values are important in marketing to               ...
As Len Schlesinger shared:                 “It’s more productive to raise your hand and say ‘I don’t know’                ...
Chris Cox   There’s a paradox. Millenials want to be independent and    Melissa Im                 empowered to do their o...
Martin Predd     Jason Young    Millennials are better understood as a cohort that                    shares a common star...
Stop shouting. Start sharing.                      Stop talking. Start listening.                      Stop ignoring. Star...
“Targeting millennials” means nothing.                       It’s like saying “targeting people.”                       We...
Jeff Fromm      Alex Trevisan     Chris Gardner     Jennifer Kiffer                       Self-expression and creativity i...
The entire way non-Millennials size up problems, our approach to               solving them, even our view of what a good ...
Jeff Fromm      Testing in the real world versus focus groups is more      Alex Trevisan                       important t...
Jeff Graham   Millennials have an innate skepticism.     Becky Herman                    They have seen firsthand how inst...
Tom Finneran   Marketing “with” Millennials today is not about connecting                     Jeff King                   ...
Jennifer Stenger         Dan Fromm                        Millennialls want the same qualities in all of their            ...
COL     LAB               Alyssa Feuerer           Krithika Rosenthal                                By nature, millennial...
Colleen Merwick   Brands need to connect with Millennials on a social level-organicallyEniko Skintej                  weav...
Carol Phillips   Millennial is more of a mindset more than an age.Dennis Devlin                 The Millennial mindset is ...
Jenny GomezBelle Domingo                Stay true to your brand.                Simplicity is sexy - by creating that rela...
Kristina DeGroccoKimberly RizzoBob Higginson                    The Millennial generation is inherently social. Therefore,...
Janelle James   Apple is an example of a brand who has stayed ahead ofChere Boone                the wave. 75% of the prod...
Nicole Baldwin   To resonate with millennials, brands must have a greaterCathryn Posey                 purpose, one that i...
Brenda Lynch   Millennials are all about optimism and believe they can changeLaurie Jones               and impact the wor...
Sarah Showalter   Millennials know how to “hustle”.Christine Thurm                  They will take matters into their own ...
Build longer-term, deeper, committed     relationships with your consumers.      • Help them connect with their friends by...
Susan MillerWarren Junium, III                     Build your product’s story and share the message                     ar...
Brad AlbanSara Buck    Single transparency isn’t enough anymore, MillennialsSandi Moss             want to know how your p...
Brad AlbanSara Buck    Everyone knows that the conversation that matters is theSandi Moss             one that comes from ...
Christina CoccodrilliAiyshen Padilla         The models of marketing are based in the 1950’s and                        19...
Chris CardettiAnastasia Fletcher   Productive stupidity is about embracing what you don’t                     know and ask...
Chris CardettiAnastasia Fletcher   The Apple brand is miles ahead of the competition.                     Although they be...
Hyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com
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Insanely Useful Advice for Marketing to Millennials

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Back in October, one of Tattoo Projects' copywriters headed to NYC to attend Share.Like.Buy 2012, a conference focused on marketing to Millennials. This demographic accounted for 41% of the US population in 2010, and hits right at home with the target market for several of our clients.

Insanely Useful Advice for Marketing to Millennials

  1. 1. INSANELY USEFULADVICE FORMARKETING TOMILLENNIALSA collaborative book written in one hourduring a Hyper Island Workshopat the Share+Like+Buy 2012 Conferencesponsored by Barkley 1
  2. 2. Publisher’s note:Every possible effort has been made to ensure that theinformation in this book is accurate at the time of goingto press, and the publishers and authors cannot acceptresponsibility for any errors or omissions, however caused. Noresponsibility for loss or damage occasioned to any personacting, or refraining from action, as a result of the material in Insanely useful advice forthis publication can be accepted by the editor, the publisheror the authors. marketing to millennialsOpinions expressed are those of the authors and do notnecessarily represent the views of their employers, HyperIsland, or the Cannes Festival of CreativityFirst published in the USA by Hyper Island PressCopyright © Hyper Island 2012All rights reserved.PublisherHyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.comSponsorBarkleyhttp://www.barkleyus.comContact:Jeff Fromm, founder of the Share.Like.Buy conference:jfromm@barkleyus.com2 3
  3. 3. • Stay true to the core of your DNA - Strong brand values are important in marketing to their emotions and hearts not their brains • Accept how they see your brand and embrace it - Find a partner that gives you content to talk about and engage with by catering to their lifestyle. Telling a consumer about your great taste will not make them brand loyal. Chloe Lee4 Laura Mellor 5
  4. 4. As Len Schlesinger shared: “It’s more productive to raise your hand and say ‘I don’t know’ than to regurgitate the ideas of others to prove that you do.” Innovation is born from seeking answers to questions you don’t know rather than believing you must it all figured already.Mark LoganNancy Giordano6 7
  5. 5. Chris Cox There’s a paradox. Millenials want to be independent and Melissa Im empowered to do their own thing. They want to express their individuality. Yet they also want other people’s input on what to buy, where to eat, what to listen to, etc. Recognize this paradox. Then ask how your brand can help empower millenials – how it can help them express themselves and do what’s important to them.8 9
  6. 6. Martin Predd Jason Young Millennials are better understood as a cohort that shares a common starting point rather than a group with homogenous values and experiences today. Focusing on where we came from may be more useful than trying to lump us into a single box based on our present.10 11
  7. 7. Stop shouting. Start sharing. Stop talking. Start listening. Stop ignoring. Start responding. Stop building monuments. Start building relationships. Stop broadcasting. Start engaging. Stop stereotyping. Start respecting. Stop creating. Start co-creating. Stop preaching. Start inspiring. Stop fearing. Start embracing. Stop looking backwards. Start looking forwards. Katie Peck12 Bruce Levinson 13
  8. 8. “Targeting millennials” means nothing. It’s like saying “targeting people.” We need to target conversations and states of mind (not demographics) in a custom and personal way. Opportunities exist that didn’t with other generations, including the idea that they are always addressable, and that rich data layers exist that will allow us to more effectively target and communicate. The easy part is reaching them, the difficult part is making it relevant. They will tell you what’s relevant, you just have to listen.Christine AruscavageSeth Goren14 15
  9. 9. Jeff Fromm Alex Trevisan Chris Gardner Jennifer Kiffer Self-expression and creativity is at the core of Millennial thinking and behaviors. This is influenced by their purpose for being (which is often tied to positive change), rapidly evolving technology, content sharing, peer affirmation, and social interactions.16 17
  10. 10. The entire way non-Millennials size up problems, our approach to solving them, even our view of what a good outcome is – seem Byzantine to this generation. Their rejection isn’t for the sake of being contrarian, as we oldsters are prone to think. As a generation, one could argue Millennials were sold a bill of goods. They were told to just stay in school, get good grades, go to a good college, study hard – and if you do all that, a good job (and hence a good life) will be waiting for you. Well, they did all that – and got a hot cup of jack sqwat. The successes they see are cultural creators, entrepreneurs, risk-takers – people who rejected that traditional path to a good life. So the notion of getting a degree and working paycheck to paycheck for a company vs. starting your own thing, creating something, making their mark – even at the risk of failing spectacularly – Millennials are choosing the latter, and with good reason. What was Plan A for previous generations, is more like a Plan B, even C for Millennials. Far from being spoiled, entitled kids who want it all right now – the Millennial attitude has been shaped by cold, hard reality – and it impacts how they relate to the world, institutions, and the brands we all work for everyday.Jeff GrahamBecky Herman18 19
  11. 11. Jeff Fromm Testing in the real world versus focus groups is more Alex Trevisan important than ever. In the ever-changing marketing Chris Gardner Jennifer Kiffer environment, you must not just test, but test FAST! If it doesn’t work, modify and expand or kill it and move on. In order to do this, you must embrace the concept of acceptable loss.20 21
  12. 12. Jeff Graham Millennials have an innate skepticism. Becky Herman They have seen firsthand how institutions do not deliver a guaranteed path to ‘the good life’, as was promised by their parents. They were screwed by the system and are electing to take ownership over their futures in new, innovative ways. They’re shirking traditions and literally creating their own legacies. What may look like entitlement or apathy to older generations is actually a conscious choice to pioneer a new future.22 23
  13. 13. Tom Finneran Marketing “with” Millennials today is not about connecting Jeff King your brand to them. It’s about your brand being an enabler for connecting them with others. This requires experimentation and prototyping of ideas and content that is useful and engaging to them. Constant, high speed access to the internet now exists in your consumer’s pants. The smart phone (and whatever is next) allows continual connectivity with your content and other people. To be relevant in this world, it’s no longer about the one static idea, it’s about a lot of little ideas - or small bets. And small bets require risk. If you are too focused on ROI, you will never get there.24 Bet small. Think big. You need permission to fail. One piece of sage advice coming out or the conference was the concept of “Acceptable Loss” (AL) to replace “ROI.” AL gives your team the freedom they need to truly innovate. G 25
  14. 14. Jennifer Stenger Dan Fromm Millennialls want the same qualities in all of their relationships, regardless of whether it’s a brand or individual. They want relationships that are authentic, creative, values- driven, that add to their own social currency and that are share-worthy.26 27
  15. 15. COL LAB Alyssa Feuerer Krithika Rosenthal By nature, millennials have an entrepreneurial spirit. They work with what they have to do something meaningful that stands for something. Brands need to create community experiences that facilitate conversation and foster kinship, enabling members to make an impact.28 OR ATE make an impact 29
  16. 16. Colleen Merwick Brands need to connect with Millennials on a social level-organicallyEniko Skintej weaving your brand into their lives. You must reinforce or foster current behavior, don’t create something that forces Millennials to adapt a new behavior. You can’t think of Millennials as a demographic, but rather as a highly emotional and unpredictable group of individuals. Then you can tap into their emotions and desires to connect with each other and foster these connections and then you will be able to survive as a brand.30 31
  17. 17. Carol Phillips Millennial is more of a mindset more than an age.Dennis Devlin The Millennial mindset is based in a distinct subculture of music, humor, fashion and cause that is hip and new and leverages technology to the max. But at heart the values are more those of “old souls”: Take care of yourself, care for each other, tend to the environment. The way in to touch the Millennial heart is “utility.” Functionality trumps image. Brands must be able to answer question what USE are you to me? How does this brand make my life easier, more connected or more meaningful? Without an authentic relationship building approach that results in mutual kinship, efforts at brand building will #FAIL.32 33
  18. 18. Jenny GomezBelle Domingo Stay true to your brand. Simplicity is sexy - by creating that relationship you’ll gain the trust that will make your brand a part of a Millennials life. Be a tool for empowerment by being a friend.34 35
  19. 19. Kristina DeGroccoKimberly RizzoBob Higginson The Millennial generation is inherently social. Therefore, in order for your brand to be part of their conversations and relationships, you must create an environment that fosters social engagement and participation, empowering them to create, invent and interact with your brand in a way that is organic to them. Generation36 Social 37
  20. 20. Janelle James Apple is an example of a brand who has stayed ahead ofChere Boone the wave. 75% of the products they sell today weren’t in existence five years ago. Blockbuster is an example of a brand who was washed over by change, sank and drown. Walter Levitt wants Comedy Central to be like Apple.   Marketers who want to be industry leaders need to stay current and relevant or die.38 39
  21. 21. Nicole Baldwin To resonate with millennials, brands must have a greaterCathryn Posey purpose, one that identifies with the consumer not only functionally, but emotionally. And not just for the consumer, but for the world. It is not up to the brand to dictate the answers. The opportunity is to figure it out together.40 41
  22. 22. Brenda Lynch Millennials are all about optimism and believe they can changeLaurie Jones and impact the world. They’ve been raised to have an opinion and a voice. Compared to older generations, generation x or boomer babies who fought against society and sought to break traditions -- millennials want to embrace the good in the world and create, fix, and reinvent everything. They are a generation of innovation.42 43
  23. 23. Sarah Showalter Millennials know how to “hustle”.Christine Thurm They will take matters into their own hands to get things done. Enable them to be in control, be creative, and connect and share with others.44 45
  24. 24. Build longer-term, deeper, committed relationships with your consumers. • Help them connect with their friends by providing a platform for them to share their opinions and experiences. • Show them you’re in it for them, not just to make a buck. • Be authentic and real in your interactions with them.46 47
  25. 25. Susan MillerWarren Junium, III Build your product’s story and share the message around an emotional connection to grab the customer’s multi-sensory “listen”. Create an experiential benefit. Products that are just talking about superior functional performance are not heard.48 49
  26. 26. Brad AlbanSara Buck Single transparency isn’t enough anymore, MillennialsSandi Moss want to know how your product is made and they want to participate in “baking the cake. “ Allow them to co- create your products, ask their opinion, ask for their suggestions, ask them to invent new products, they want to share and you look like a hero for asking their opinion and acting on it.50 51
  27. 27. Brad AlbanSara Buck Everyone knows that the conversation that matters is theSandi Moss one that comes from the outside, not the inside. But we have to do more than listen to everyone, we need to listen to the 115 people who matter to your brand. Find the bloggers, tweeters, and sharers who have a strong following and are passionate about what you are passionate about. Enlist them to participate with you... and listen to what they have to say.52 53
  28. 28. Christina CoccodrilliAiyshen Padilla The models of marketing are based in the 1950’s and 1960’s. In order to be relevant today, you need to be part of their conversations. Be where they are. Build the relationship first. Encourage millennials to talk about your brand with those they trust. Don’t force the conversation. It’s a mindset, so be transparent and be authentic in order to be share-worthy. Give them the tools to co-create with you and take matters into their own hands.54 55
  29. 29. Chris CardettiAnastasia Fletcher Productive stupidity is about embracing what you don’t know and asking questions. Millennials actually find it cool that brands don’t know it all. - Simply rename failure. - Study experiments and their genesis. - All you need is enough to get to the starting line.56 57
  30. 30. Chris CardettiAnastasia Fletcher The Apple brand is miles ahead of the competition. Although they began with computers, today they’re brand is known for creating the most useful and innovative technology devices. Blockbuster limited themselves in the way they provided movie/video game rentals. Even when Netflix and was on the horizon, they dismissed the two as fads. Now who’s out of style? So ask yourself, are you Apple or Blockbuster?58 59
  31. 31. Hyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com

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