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Email for the GenerationsSocial tactics to trigger responses from the Greatest Generation, Baby Boomers, Generation X and Millennials effectively.Presented By Jennifer LindsayJennifer Lindsay Digital and Host of The A-List
Defining MomentsThere are four generational categories we can market to in the US, largely defined by the ad industryGreatest Generation: born prior to 1946 (65-plus)
Boomers: 1946-1964 (45-63)
Generation X: 1965-1976 (33-44)
Millennials: 1977-1994 (15-32)The MillenialsGeneration Y
MillennialsCharacteristicsExpect real-time communication, consider email “slow”Visually-orientedNeed immediate gratificationShare information they consider valuable easilyFriends = familyMost likely brand advocatesCalls To ActionPrefer to share via text and Twitter
Impulse buyers
Will share deals as well as event information easily
Internet or mobile coupons ideal
Battery chargers and in-store WiFi entice
If you hit a sweet spot, and they’ll create a video about something helpful or unusualGen XersGeneration X
Generation XCharacteristicsTime considered a precious commodityActively use Facebook, MySpace and TwitterShop and price-check onlineUse email and text interchangeablySelf-reliant and individualisticMistrust institutionsCalls To ActionMore than 80% of X-ers actively text or email friends dealsDeliver quick hit info and offersReduce pressure by offering little indulgences to make purchasing / engaging less onerousCommunicate ways to keep kids engaged – and parents free
Boomers and Late-BoomersBaby Boomers

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Jennifer lindsay

  • 1. Email for the GenerationsSocial tactics to trigger responses from the Greatest Generation, Baby Boomers, Generation X and Millennials effectively.Presented By Jennifer LindsayJennifer Lindsay Digital and Host of The A-List
  • 2. Defining MomentsThere are four generational categories we can market to in the US, largely defined by the ad industryGreatest Generation: born prior to 1946 (65-plus)
  • 5. Millennials: 1977-1994 (15-32)The MillenialsGeneration Y
  • 6. MillennialsCharacteristicsExpect real-time communication, consider email “slow”Visually-orientedNeed immediate gratificationShare information they consider valuable easilyFriends = familyMost likely brand advocatesCalls To ActionPrefer to share via text and Twitter
  • 8. Will share deals as well as event information easily
  • 9. Internet or mobile coupons ideal
  • 10. Battery chargers and in-store WiFi entice
  • 11. If you hit a sweet spot, and they’ll create a video about something helpful or unusualGen XersGeneration X
  • 12. Generation XCharacteristicsTime considered a precious commodityActively use Facebook, MySpace and TwitterShop and price-check onlineUse email and text interchangeablySelf-reliant and individualisticMistrust institutionsCalls To ActionMore than 80% of X-ers actively text or email friends dealsDeliver quick hit info and offersReduce pressure by offering little indulgences to make purchasing / engaging less onerousCommunicate ways to keep kids engaged – and parents free
  • 14. BoomersCharacteristicsMake up one-third of those actively onlineRegular online shoppers and big spendersLike spending recognitionComfortable with emailTwitter is an untapped outlet: Boomers increased Twitter use 469% during 2009Calls To ActionReach one and you can reach their entire follower base with product info and special offersCash-back savings programsUpsell! Areas of interest include:Prescription medicationsInsuranceGifts for grandkids and kidsEntertainmentTravelDiscount wines by the case
  • 15. Optimizing For BoomersBoomers are still vital and evolving even as they approach and reach retirement ageThe three basic life structures of Boomers: identity, territoriality, and timeBoomers’ identity is essentially optimistic, meaning they have a vitality which makes them survivors, if not thriversAs Boomers age being close to home range becomes more importantAs people age, their nostalgic yearnings grow, making them more receptive to and long for positive memories of the past
  • 16. The GIs, The Lost and The GreatestThe Greatest Generation
  • 17. Greatest GenerationCharacteristics Value-oriented: Want to discuss areas of interestSpend most of their online time using email and message boardsBaby Boomer children influence adoption of technologyAsking for more social features the more they are exposed to gadgets such as mobile phonesCalls To ActionEmail and message boards are targeted channels to message about senior discountsMessages need to be large enough to be seenSpecial products addressing aging issues and special packs for smaller households are winnersMessage about ways you cater to this age group, such as signage or on-shelf or on-cart magnifying glasses
  • 18. Commonalities: Media & MealsOn average, the typical American consumes more than 35 hours of media per week across the three screens of TV, Internet and mobileAcross the generations, people are turning to cookbooks, the Internet and TV for recipe ideas and less expensive in-home entertainment as budget-conserving optionsMillennials are the most wired to the Internet, while Generation X favors TV and the Greatest Generation readsAs 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
  • 19. Email for the GenerationsFinThank you for listening! Questions?

Editor's Notes

  1. · Structured, supportive workenvironment· Personalized work· Interactive relationship· Be prepared for demands, highexpectations
  2. Casual, friendly workenvironment· Involvement· Flexibility and freedom· A place to learnMeal planning and dealsSchool suppliesChild care activity centers Computer kiosks that keep kids engaged