What is multi-generational marketing? Everything. Communicating effectively between generations is essential for doing business in the modern world. Navigating between these generations using each group's most effective strategies without overloading your marketing schedule and budget can be difficult and sensitive. How do you begin to understand the intricacies of these groups? How do you develop a strategy and begin to execute it successfully? We can help. Contact 3Fold Communications today to schedule your Multi-Generational Marketing training session!

1. Generational DynamicsUnderstanding Multi-Generational Needs and Style Gordon Fowler, President/CEO 3Fold Communications

2. Introduction How do we succeed in today’s market with the additional challenge of generationalcomplexities – the different demands, values and preferences of today’s multi-generational buyers?

3. W.I.I.F.M. What’s In It For Me?

4. No More Golden Rule: Try W.I.I.F.M. Give your customers their “gets” Arm yourself with knowledge Apply that knowledge; generationally focus your marketing, advertising and branding efforts…

5. UNDERSTANDThe 4 Generations and impacts on your success

6. The 4 Generations

7. FACTS Industry is dominated by Boomers Consumer base dominated by X’ers, Y’ers

8. YOUR SUCCESS... Understanding the 4 Generations and their W.I.I.F.M.s.

9. Civics

10. CIVICS AKA Matures, Seniors, GIs, Greatest Generation, Builders Ages 62 and over 59 million

11. VALUES & PREFERENCES: Dedication and Sacrifice Hard work Conformity Stability and Security Respect for Authority Delayed Gratification CIVICS

12. CIVICS So what kind of sales experience will connect the best with Civics?

13. CIVICS So what we know about civics is...

15. A no hassle “I’ll take care of it” experience will drive Civic loyaltySo they want...

16. Be the purveyor of the ultimate payoff! Think about “delayed gratification” Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself” Tell them – you’ve earned it! YOU can provide the “fruits of their life’s labor”! The dream postponed

18. Civics attach a “premium” to these “lost traits”- consider them fundamentals that have been lost in today’s fast-paced, techno driven world Take the time to build a face-to-face relationship They are referral builders Give Respect, Loyalty, Honesty

19. Communicate authentically and understand HOW they want to be communicated with Deliver on your promises - The service you provide must be parallel to the marketing promise Use story-telling as a way to reinforce – this is an appreciated way to garner buy-in Give Respect, Loyalty, Honesty

20. Baby Boomers

22. a/k/a Boomers, “Me” Generation

24. Boomers are about...

26. “We will move any obstacle to get this done”

27. “We are committed to winning together”

28. “It’s just the beginning”

30. “Your team” will work toward their success

31. Your company is based on teamwork

32. Our firm has a team of professionals that work toward ….So, they want

35. Make them feel like servicing them is the center of your universe

36. When you are with them, limit any external interruptionsSo, they want…

38. Make it clear that you are a part of their community

41. Gen X

42. Generation X Born 1965 - 1976 a/k/a X’ers, Baby Busters Population = 48 million Original “latchkey” kids

43. GEN X’ers VALUES & PREFERENCES: Fierce Independence Change Techno-literacy Skepticism Work IS “just a job” Need Autonomy

44. Their heroes? No heroes or icons other than – themselves! Much of Gen X has spent a lot of time alone, figuring things out themselves. Why idolize anyone?

45. Gen X’ers are about:

47. Tell them everything they need to know – really

49. Xers are starting and growing families – most are products of divorces. THEIR families are important to them

50. Recognize and address the role “the home” plays in the family process – it is the cornerstone of the X’er family value

52. Offer freedom of choice – communicate options at every opportunity

54. Utilize technology to drive the transaction, communicate faster and empower the consumer to make some independent decisions

55. Your tools, how you communicate, your office…all say something about your tech- friendliness

56. Provide a useful, info-rich website

58. Understand and acknowledge fierce X’er independence

59. The DIY mentality – Home Depot & IKEA generation

61. Generation Y Ages 13-30 a/k/a Gen Y, Echo Boomers 73 million

63. Generation Y Confident (very strong egos) Optimistic Techno-fused Untraditional – don’t believe “ the clothes make the person” Moral and Civic minded Collaborative and Democratic The Diversity generation Still Skeptical More DIY than X

64. Y’ers are About...

65. So...Gen Y’ers Want: To be special and unique Important for them to be special, different, not like anyone else It’s uncool to be “cookie cutter” Show your personality and expect them to act like individuals No comparing them to “other customers” Loosen up a little – suits and ties not necessary with this crowd…could actually be a turn off!! Don’t judge a book by it’s cover!

66. So...Gen Y’ers Want: To be guided, not told what to do Guide and lead but don’t tell (democratic nature will be offended) Affirm their confidence and teach them what they don’t know They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS They think they know everything, they like FYI, or “just in case” gentle messages vs. in your face coaching Resist the parenting impulse Boomers and Civics!!

67. So...Gen Y’ers Want: Techno – Savvy Agents! Gen Y will start and finish everything in life on-line No desire for tangible, brick –and-mortar Without internet marketing, you won’t capture the GenY consumer Not just a website The social life is DRIVEN BY the internet Social marketing – Craigslist, YouTube, Linked in, MySpace, Blogging, Twitter Text messaging Life is done with the phone – Pictures, email, web-access phone calls Response is expected IMMEDIATELY

68. So...Gen Y’ers Want: More…. Be a part of the community you serve and “stand for something” Help them get what they want and they will be your social advocates….referrals will come from this group Despite the techno-savvyness and lack of tradition, this group is rooted by the perpetuation of the community, the family and the betterment of things. It’s the fusion of Boomers and X’ers.

70. Thank You! Questions? 3foldcomm.com