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![“Trust is the new currency of
brand loyalty.”
“[Out of 2,000 millennial moms
surveyed], 83% said that they
trust a brand more if it offers
product transparency.”
Source: Forbes, Label Insight (August 2017)
#3 increase transparency](https://image.slidesharecdn.com/millennialparents-190326191315/75/Marketing-to-Millennial-Parents-27-2048.jpg)
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Marketing to Millennial Parents
- 1. marketing camp to millennialparents
- 2. today’s roadmap work tounderstand our audience’s characteristics, experiences, wants and needs determine marketing messages that will influence our target audience learn tactics that will get our messages to our target audience
- 3. Sarah Kurtz McKinnon aboutme www.thesummercampsociety.com
- 4. the original project KentaYamamoto Anni Liang Sarah Kurtz McKinnon Gary Monteiro + billion-dollar childcare organization
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- 7. the hypothesis millennials parentdifferently than their baby boomer and generation x predecessors. youth-serving organizations must adapt to meet their evolving wants and needs.
- 8. today’s roadmap work tounderstand our audience’s characteristics, experiences, wants and needs determine marketing messages that will influence our target audience learn tactics that will get our messages to our target audience
- 9. millennial facts born between1981-1996 (23 to 38 years old) more than 73 million in the U.S. largest share of the american workforce came of age in the digital era 82% of U.S. births in 2015 to millennial women 1.3 million babies born to U.S. millennial moms in 2015 Source: Pew Research Center
- 10. but remember… Source: Gallup thisis a hugely diverse group…do not homogenize! there is no “one type” of millennial, but there are common characteristics among millennials because of common experiences.
- 11. common experiences… Source: Pew(March 1, 2018) were impacted by the great recession leading to a “slow start” most racially & ethnically diverse adult generation in history are old enough to remember 9/11 digital natives who had off-line childhoods grew up “in the shadows” of the wars in iraq & afghanistan were teens or young adults during the 2008 election
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- 13. by the numbers 52% saythey monitor their kids’ diets say the environment is a top concern 64% 82% say they want their children to know that possessions won’t make them happy 77% say they want their child to graduate college one day 48% say “stay at home mom” is best 61% say kids need more unstructured playtime Source: The Millennials as New Parents Survey, Jeff Fromm (2013)
- 14. 35% of millennial parentshave posted to facebook in the past 24 hours Source: The Millennials as New Parents Survey, Jeff Fromm (2013)
- 15. 1,000 number ofphotos an average parent will post online before a child turns five. Source: The Wall Street Journal, May 2016
- 16. today’s roadmap work tounderstand our audience’s characteristics, experiences, wants and needs determine marketing messages that will influence our target audience learn tactics that will get our messages to our target audience
- 17. values of millennialconsumers authenticity and genuine connection with brands experiences are more important than things pragmatism: ”useful is the new cool” easy & fast access to information personalization & customization seekers of the “meaningfully unique” transparency want to give back and make a difference Sources: Pew, Gallup, Fromm
- 18. today’s roadmap work tounderstand our audience’s characteristics, experiences, wants and needs determine marketing messages that will influence our target audience learn tactics that will get our messages to our target audience
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- 20. “They don't accept’that's the way it has always been done’ as a viable answer. Millennials demand that businesses approach them differently and adjust the customer experience to meet their needs.” Source: Gallup (May 2016) #1 explain the “why”
- 21. #1 explain the“why” unlikely to accept arbitrary rules or policies examine and share the reasons why you do things big and small at camp pre-emptive explanations (example)
- 23. “Millennials' hyper-connectedness has helpedthem gain a unique global perspective and has transformed the way they interact, consume content, browse, buy and work.” Source: Gallup (May 2016) #2 understand their sources
- 24. #2 understand theirsources referrals from other parents, whether they know them in person or through the internet everything in their lives can be researched and vetted before making a purchasing decision crowdsourcing information is popular: ”word of mouth” has even more power
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- 26. what comes up1st when they google your camp?
- 27. “Trust is thenew currency of brand loyalty.” “[Out of 2,000 millennial moms surveyed], 83% said that they trust a brand more if it offers product transparency.” Source: Forbes, Label Insight (August 2017) #3 increase transparency
- 28. #3 increase transparency writeabout or admit a mistake share as much as you can about their children’s experiences or potential experiences what do you have to hide? (longacre purchase)
- 29. “70% of millennialssay they’re comfortable with brands tracking their browsing and purchasing behaviors in order to receive more individualized communications.” Source: Forbes, Label Insight (August 2017) #4 be flexible & personal
- 30. #4 be flexible& personal return to choice and free play highly-personalized experiences are the norm à experiment with experience co-creation value individuality
- 31. “Younger consumers prefer’real and organic’ over ‘perfect and packaged.’” Source: Social Media Today (November 2017) #5 be a human
- 32. #5 be ahuman millennials can sniff out “fakeness” always ask: how can we make this (thing) a more human experience? who are you? how can I talk with you?
- 33.