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Marketing To Gen Y


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Presentation by Bea Fields and Scott Wilder, authors of
Millennial Leaders

Published in: Business, News & Politics

Marketing To Gen Y

  1. Marketing to Generation Y June 4, 2008 Intuit Communities
  2. Outline <ul><li>Who is Generation Y? </li></ul><ul><li>What does Generation Y most value? </li></ul><ul><li>Why is this topic important? </li></ul><ul><li>How do you market to Generation Y? </li></ul><ul><li>When do you act? </li></ul>
  3. Who is Generation Y? <ul><li>Birth years1977-1992 </li></ul><ul><li>Over 75 million people </li></ul><ul><li>Significant world events </li></ul><ul><li>Global perspective </li></ul><ul><li>Creating change </li></ul>
  4. What does Gen Y most value? <ul><li>Freedom </li></ul><ul><li>Meaningful work </li></ul><ul><li>Living first </li></ul><ul><li>Friends </li></ul><ul><li>Diversity </li></ul>
  6. Why is this topic important?
  7. How do you market to Generation Y? <ul><li>Simple </li></ul><ul><li>Authentic </li></ul><ul><li>Hip </li></ul><ul><li>Quick </li></ul><ul><li>Sustainable </li></ul>
  8. Gen Y’s Top 15 Most Loyal Brands <ul><li>Apple </li></ul><ul><li>Trader Joe‘s </li></ul><ul><li>Jet Blue </li></ul><ul><li>In N Out </li></ul><ul><li>Ben N Jerry's </li></ul><ul><li>Whole Foods </li></ul><ul><li>Adidas </li></ul><ul><li>American Apparel </li></ul><ul><li>Target </li></ul><ul><li>H & M </li></ul><ul><li>Levi's </li></ul><ul><li>Volkswagen </li></ul><ul><li>Converse </li></ul><ul><li>Vitamin Water </li></ul><ul><li>Red Stripe </li></ul>
  9. Why These Brands? <ul><li>The formula for success with marketing to Gen Y: </li></ul><ul><li>Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and easy! </li></ul><ul><li>Quirky, unique and dorky (Jet Blue and Trader Joe's are both known for being one of a kind shops) </li></ul><ul><li>Happy employees (people who work at the aforementioned companies say they LOVE their jobs!) </li></ul>
  10. How do you reach Gen Y? <ul><li>Get to know their values </li></ul><ul><li>Respect them </li></ul><ul><li>Build a trusting relationship </li></ul><ul><li>Communicate with them on their terms </li></ul>
  11. Development <ul><li>Training </li></ul><ul><li>Experimentation </li></ul><ul><li>Voice </li></ul><ul><li>Coaching </li></ul><ul><li>Feedback </li></ul>
  12. Diversity <ul><li>Community </li></ul><ul><li>Divergency </li></ul><ul><li>Acceptance </li></ul><ul><li>Respect </li></ul><ul><li>Appreciation </li></ul>
  13. Decisiveness <ul><li>Simplicity </li></ul><ul><li>Brainstorming </li></ul><ul><li>Research </li></ul><ul><li>Action </li></ul><ul><li>Flow </li></ul>
  14. Marketing to Gen Y <ul><li>Social networking sites (Facebook) </li></ul><ul><li>Mash-ups </li></ul><ul><li>Extreme sporting events </li></ul><ul><li>Gen Y street teams </li></ul><ul><li>Partnering with youth oriented companies </li></ul><ul><li>Gen Y word of mouth </li></ul>
  16. Marketing Turn-Offs <ul><li>Hype </li></ul><ul><li>E-mail blasts </li></ul><ul><li>Push marketing </li></ul><ul><li>Fax </li></ul><ul><li>Cold calling </li></ul><ul><li>Trying to be “hip” </li></ul>
  17. Consumer 2.0 by Mr. Youth <ul><li>Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements </li></ul><ul><li>Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally </li></ul><ul><li>Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise </li></ul><ul><li>Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs </li></ul><ul><li>Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and associate with your brand as they see fit </li></ul><ul><li>Get the full report at </li></ul>
  18. When do you act? <ul><li>“ We believe that the time for change is here and now. It is time to start leading and stop resisting this generation’s efforts and contributions.” </li></ul><ul><li>-Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold </li></ul><ul><li>Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders </li></ul>
  19. Thank-you Millennial Leaders