Transcript Mkt. Presentation

Using Generational Marketing
Drive Enrollments, Generate Future Brand Awareness
Open Up New Revenue Streams
Session Overview
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Using Generational Marketing
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Marketing Effectively To Various Audience Segments
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Tailor Collateral Pieces/Catalogs = Drive Enrollments
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Generate Brand Awareness
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Use Various Data Sources To Target Segments
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Open Up New Revenue Streams
Understanding You
Introductions
Marketing Foundation =
Data =
Gold
“A Plan of Attack”
Understanding
Generational
Marketing
You
In Full Swing
Understanding
LERN
MORE! You
www.GenerationalLearningStyles.com
Defining The Generations
Generation
Number
Birth Years
Ages in 2007
Seniors
45 million
19101945
62 +
Baby
Boomer
78 million
1946 1964
43 – 61
Gen X
39 million
1965 –
1979
28 – 42
Gen Y
80 million
1980 2000
7 – 27
Next generation?
2001 - ?
Defining The Generations
45 million
78 million
39 million
80 million
Seniors
Boomers
Gen X
Gen Y
Understanding the Generations
Demographics
Psychographics
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Age/Income/Gender
Marital Status/Education
Purchases
What, Where, When
Statistical Marketing
Motivations
Attitudes
Behavior
Why
Neuromarketing
Neuromarketing - the study of the brain's
responses to ads, brands, and the rest of the
messages
Understanding the Generations
Audience Demographics
100% have attended college and 89% hold advanced degrees
77% own homes
59% own at least two cars
71% are married
61% have annual household incomes of $75,000 or more
Audience Behavioral Attributes
Culturally Involved (Community Involved)
Travel Frequently for Business and Pleasure
Prolific Book-Buying Audience
*The Chronicle 2006
How do we know who/what they are?
Start gathering Birth Year
data for your customers.
Marketing Effectively
Seniors (1910-1945)
Behavioral Attributes and Stats
The Veteran or G.I. Generation:
1920 – 1933 (73 or older)
• They enjoyed prosperity, stability,
were child centered and experienced
consumerism
The Silent Generation:
1934-1944 (62 – 73)
• Generation of Hero’s – WWII
• John Glenn
• Polio Victims
• FDR-JFK
Marketing Effectively
Seniors (1910-1945)
What are they looking for?
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Quality
Integrity
Brand Loyalty
Respect
Marketing Effectively
Baby Boomers (1946-1964)
Behavioral Attributes and Stats
Boomers Spend Big!
Control 91% of Net Worth in the US
Comprise 44% of US Households
50% of expenditures on furniture
49% of expenditures for housing
52% of expenditures on entertainment
Majority of Moviegoers
Majority of arts audiences (1946-1955)
Source: Morgan and Levy, Marketing to the Mindset of Boomers and Their Elders
Marketing Effectively
Baby Boomers (1946-1964)
Focus the message on the product or service, not on age.
Marketing Effectively
Baby Boomers (1946-1964)
Dumb down your marketing efforts.
Boomers Aren’t Seniors
They’re “Grownups” (just barely)
Example: Landscape Watercolors vs.
Watercolor for Seniors
Marketing Effectively
Baby Boomers (1946-1964)
They will continue to search for
experiences = more value vs. things
Class offerings:
• Lunch with the Llamas
• Gourmet Canoeing
• Local History—by Bicycle
• Lakota Inipi Sweatlodge Weekend
• English Cottage Gardening
Marketing Effectively
Baby Boomers (1946-1964)
“Inner Child” and “Self Investment” are important.
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Yoga
Tai Chi, Tea
Art with Mother Nature
Psychic Encounters
Mysterious Crop Circles
Sailing/Becoming a Skipper
Professional Cooking
Investing/retiring in Central
America
• Meditation for Beginners
• East Meets West (a melding of Tai
Chi, Native American philosophy, and
Yoga)
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Life Makeover!
Dare to Transcend!
Your Life’s Purpose
Body in Evolution (increase
energy with the “cosmic lattice”)
Marketing Effectively
Baby Boomers (1946-1964)
Cater to their experiences.
They want less risk, more convenience,
comfort, time to be pampered and have
fun.
Marketing Effectively
Baby Boomers (1946-1964)
Successful classes for Boomers = Fun, Facts and Food.
• Chocolate!
• Mediterranean Culinary
Odyssey
• Un-cooking: Introduction to
Raw Foods
• From Brainchild to
Bestseller
• Classes/conferences on a
cruise ship
• Masters of Classical Music
• Web Cams: Saving Time and Money
• See me—See you. . .(want to see your
new grandbaby in action?)
• Planning for Un-retirement
• Going back to work
• Pilates, Yoga
• De-cluttering
• Simplify Your Life
• Antique Road Show
• Group Walking
Marketing Effectively
Gen X (1965-1979)
Marketing Effectively
Gen X (1965-1979)
Behavioral Attributes and Stats
Defining Events and Trends: Watergate. Stagflation. Regan Shooting.
Challenger Disaster. Latchkey kids. Single parents. MTV. AIDS.
Computers. Fall of Berlin Wall. Glasnost. Wall Street frenzy.
Core Values: Diversity. Think globally. Balance. Techno-literate. Fun.
Informal to Formal. Self-reliant. Pragmatic.
Generational Personality: Xers are self-reliant, risk takers and
skeptical. They seek balance and a sense of family. They think about
the job, not the work hours. Value humor, irony. Poke good-natured fun
at themselves and everything else.
Marketing Effectively
Gen X (1965-1979)
No icon and certainly no commercial is safe from their irony,
their sarcasm or their remote control. These are the tools with
which Generation X keeps the world in perspective.
Your brochure got them to your site or they heard by word of
mouth. . . Now you've got to keep them.
Marketing Effectively
Gen X (1965-1979)
Self-reliant and Internet savvy!
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Develop a web page in addition to your brochure—as a
supplement, not instead of
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Don’t make your web page a chore for them, or you've lost
them - make sure information loads fast
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GenXers won't want to wait too long for your site to
download
Marketing Effectively
Gen X (1965-1979)
Gone is fear of buying on the Internet!
• Your site must be secure, use e-commerce “best
practices” and let your customers charge it quickly with no
down time.
• Keep your home page short and visually interesting.
• Remember, GenXers like it 'now' and they like it 'easy,' so
gear your web site to that task.
Marketing Effectively
Gen X (1965-1979)
Create visual, vibrant and dynamic marketing!
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Fast-paced info
Fun, bright products
Humor/sarcasm
Honesty
Home and family
Environmentally friendly
Marketing Effectively
Gen X (1965-1979)
Spell it out and aim right at them!
Unlike Boomers who value spontaneity, Xers
want things mapped out for them.
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Focus on benefits and be authentic
Give it to them straight
Provide activities that arouse sense of
adventure
Quirky is good and energy is essential
Economical and stylish
Peppy, practical yet smart, sensible yet
adventurous
Marketing Effectively
Gen X (1965-1979)
Never confuse having a career with having a life!
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Appeal to their new attitude
towards work
Work hard, play hard
Mentors who will help them get
ahead
Balance with decent work hours
Fair pay, but want to get ahead
Classes for adults, kids and
families
Marketing Effectively
Gen X (1965-1979)
Classes for Adults
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The Frugal Decorator
Trading Places
Become a Personal Coach
From Teacher to Learning Coach
Making Soy Candles
Traveling Alone and Loving It
Madison’s Romantic Hotspots
Speed Dating
Keep Your Cool in Challenging Conversations
Dog Whispering
Animal Behavior
Marketing Effectively
Gen X (1965-1979) and Gen Y (1980 – 2000)
Classes for Kids and Families
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French for Parents of French
Immersion Students
English for Parents of Bi-lingual
Spanish Students
Family Karate
Parent/Child Rock Climbing
Parent/Child Pottery
Family Magic
Balloon Sculpting
Family Fun Camp-out
Family Spanish
Family integration
Marketing Effectively
Marketing Effectively
Gen X (1965-1979) and Gen Y (1980 – 2000)
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Generation X and Y best responds to marketing methods
that bring the message to them places they
congregate, both offline and online.
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Deliver consistent, excellent service with a
consistent brand message!
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Understand the teen within the Gen Y group.
Marketing Effectively
Gen Y (1980 – 2000)
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Pick a format; club, festival, community outreach
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They name the topic
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Let them create their own brochure
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Treat them like grow-ups
Brand Awareness and Target Marketing
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Consistent image across all mediums including website!
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Multi-level and integrated marketing
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Word of mouth, viral marketing and gorilla marketing
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E-commerce society
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Online book sales
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Online presence and use of innovative technology to sell
your program is critical
Brand Awareness and Target Marketing
High impact brochures
Brand Awareness and Target Marketing
Nostalgia
Brand Awareness and Target Marketing
If I am a Boomer, this is my mom’s
chair…
Nostalgia
Brand Awareness and Target Marketing
Totally RESULTS
Brand Awareness and Target Marketing
Work has to be
energetic and fun
Brand Awareness and Target Marketing
This is not your father’s
workplace
Brand Awareness and Target Marketing
Collaborative
Poking fun
Viral maketing
Brand Awareness and Target Marketing
Canadian Gen Y promotion -Lots of complaints about this brochure from Boomers,
which let them know they were on the
right track for Gen Y
Using Database Sources
Do you have the data you
need and access it to
market your program?
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Average Participants Per
Class
Average Fee
Cancellation Rate
Know carrier routes for
80% of participants
Birth Year in Database
Using Database Sources
Can you easily customize
your software system
market effectively to these
new segments?
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Membership Fees
Promotional Codes
Early Bird Fees
Online Waiting Lists
Online Classes
Family and Instructor Profiles
Waiting Lists
Using Database Sources
Are you capturing data easily and cost effectively?
Information technology in students’ learning experiences at
home, school and online are increasing.
Online learning and easy access to lifelong learning.
Technology will continue to converge into one source.
One access point = one stop shopping.
Cross marketing opportunities and new buying behaviors
You snooze your loose!
Opening
OpeningUp
UpNew
NewRevenue
RevenueStreams
Streams
Opening Up New Revenue Streams
Opening Up New Revenue Streams
Opening Up New Revenue Streams
Multi-Generational Markets and
Millennial Generation
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E-Learning internationally
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Pod-casting classes
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Auto navigation, TV shows,
seminars and classes via cell
phones
Opening Up New Revenue Streams
Who are we?
A Lifelong Learning Family