Marketing for Generations


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Marketing for Generations

  1. 1. Marketing for the Generations The Greatest Generation Baby Boomers Generation X MillennialsPresented By: Jennifer Neeley LindsayThe Influence Project & Host of The A-ListEmail: me@jenniferneeleylindsay.comTwitter:
  2. 2. Defining MomentsThere are four generational groups we cantarget in the US• Greatest Generation: Born prior to 1946 (age 65-plus)• Baby Boomers:1946-1964 (age 45-63)• Generation X:1965-1976 (age 33-44)• Generation Y / Millennials:1977-1994 (age 15-32)
  3. 3. Generation Y /The Millennials
  4. 4. The Millennials /Generation Y Characteristics Calls To Action Expect real-time • Prefer to share via text and, to communication, consider email come extent, Twitter “slow” • Impulse buyers Visually-oriented • Will share deals as well as event Need immediate gratification information easily; willing brand advocates Share information they consider valuable easily • Internet or mobile coupons ideal Friends = family • Battery chargers and in-store WiFi entice Most likely brand advocates • They’re likely content creators
  5. 5. Generation X / Gen Xers
  6. 6. Generation X / Gen Xers Characteristics Calls To Action Time considered a precious  More than 80% of X-ers actively commodity text or email friends deals Actively use Facebook, MySpace  Deliver quick hit info and offers and Twitter  Reduce pressure by offering little Shop and price-check online indulgences to make purchasing / engaging less onerous Use email and text interchangeably  Communicate ways to keep kids engaged – and parents free Self-reliant and individualistic  ‘Altruistic’ initiatives appealing Mistrust institutions
  7. 7. Baby Boomers/ War Babies
  8. 8. Baby Boomers/War Babies Characteristics Calls To Action Make up one-third of those  Reach one and you can reach their actively online entire follower base with product Regular online shoppers and info and special offers big spenders  Cash-back savings programs (think Like spending recognition Costco Business memberships) Most comfortable with email  Upsell! Areas of interest include:  Prescription  Entertainment Twitter is an untapped outlet: medications  Travel Boomers increased Twitter  Insurance  Discount wines use 469% during 2009  Gifts for family by the case
  9. 9. Optimizing ForBoomers Boomers are still vital and evolving even as they approach and reach retirement age The three basic life structures of Boomers: identity, territoriality, and time Boomers’ identity is essentially optimistic, meaning they have a vitality which makes them survivors, if not thrivers As Boomers age being close to home range becomes more important As people age, their nostalgic yearnings grow, making them more receptive to and long for positive memories of the past
  10. 10. The Greatest Generation
  11. 11. Greatest Generation Characteristics Calls To Action Value-oriented: Want to discuss  Email and message boards are targeted areas of interest channels to message about senior discounts Spend most of their online time using email and message boards  Messages need to be large enough to be seen Baby Boomer children influence adoption of technology  Special products addressing aging issues and special packs for smaller Asking for more social features the households are winners more they are exposed to gadgets such as mobile phones  Message about ways you cater to this age group, such as signage or on-shelf or on-cart magnifying glasses
  12. 12. Commonalities:Media & Meals On average, the typical American consumes more than 35 hours of media per week across the three screens of TV, Internet and mobile Across the generations, people are turning to cookbooks, the Internet and TV for recipe ideas and less expensive in-home entertainment as budget- conserving options Millennials are the most wired to the Internet, while Generation X favors TV and the Greatest Generation reads As smartphones redefine customer media interaction, they present enormous potential for generating buzz around products, delivering timely product info and coupon codes, and building community through brand advocacy
  13. 13. Marketing for the Generations Questions?Presented By: Jennifer Neeley LindsayThe Influence Project & Host of The A-ListEmail: me@jenniferneeleylindsay.comTwitter: