Transcript Generation marketing models

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Generational Marketing Working Lunch
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Rules of engagement
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Text to 214-498-6833
Goal: PRACTICAL MARKETING ADVICE
Working session dialogue
Agenda:
– Marketing assumptions
– Marketing requirements
– Generations review
– Generation marketing models
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Learning from Generations Slideshow
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Marketing Assumptions
You can do this!
• When generational marketing makes sense
• Simplify your marketing effort
• Build creative, innovative solution sources
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Marketing Assumptions
We are all marketers and responsible for
managing our brands
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Marketing Requirements
Know yourself
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Marketing Requirements
Basic marketing model
Win Mindshare to drive results
• Core user/brand lover
• Product
• Frame of relevance
• Point of difference
• Payoff
• Your Story
Marketing Requirements
Know your audience
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Marketing Requirements
Building your plans
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Marketing Requirements
Segmentation used wisely accelerates
results
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Generations Review
Why talk about generations?
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Generations Review
Simplifying the generations
•Silents (66+)
•TRUE BLUE LOYALISTS
•Boomers (47- 65)
•PETER PAN IMPULSIVES
•Gen X (35-46)
•GIVE IT TO ME STRAIGHT
•Gen Y (18-34)
•IT’S MINE AND I WANT IT NOW
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Generations Review
Knowing the generations
•Silents 1925-1945 (66+)
•TRUE BLUE LOYALISTS
•Boomers 1946-1964 (47- 65)
•PETER PAN IMPULSIVES
•Gen X 1965-1976 (35-46)
•GIVE IT TO ME STRAIGHT
•Gen Y 1977-2005 (18-34)
•IT’S MINE AND I WANT IT NOW
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Generations Review
Silents 1925-1945
TRUE BLUE LOYALISTS
Size 35 million
Mindset Honor sacrifice of elders
Defined by: Korean War, Cold War Start, Suburbs,
World War II, Elvis
When Buying:
•Practical
•Brand Loyal
•Good value
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Generations Review
Boomers 1946-1964
PETER PAN IMPULSIVES
Size 80 million
Mindset SELF FULFILLMENT AND IMPROVEMENT
Defined by Cold War, TV, Kennedy King assassinations,
Civil Rights Movement, Beatles, Vietnam War,
First moon landing, Woodstock.
When Buying:
Want products to save time, increase energy,
reduce stress
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Generations Review
Gen X 1965-1976
GIVE IT TO ME STRAIGHT
Size 40 million
Mindset CYNICAL, PRAGMATIC, PESSIMISTIC
Defined by
•PC revolution, Japan Inc, Watergate, Iran hostage crisis
•1970s oil shocks, Rising divorce rates
•AIDS, Celebrity focus, grunge music
When Buying:
•Want straight talk
•Want proof
•Not brand loyal
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Generations Review
Gen Y 1977-2005
IT’S MINE AND I WANT IT NOW
Size 75 million
Mindset OPTIMISTIC, INDIVIDUALS THAT LIKE GROUPS, TONS OF
FRIENDS (VIRTUALLY), DIVERSE
Defined by Web, dotcom boom and bust, fall of Berlin Wall,
soccer moms, Nickelodeon, anime, Monica Lewinsky, 9/11, electronica
When Buying:
•Entertainment, retro, flash
•Authentic, experience
•Tech savvy
•Prematurely affluent
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Generation marketing models
Learning Lab-Seniors
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Activity levels
Fiscal fitness target
Variety
Multiple ages
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Generation marketing models
Learning Lab-Boomers
1. High incomes coming
2. Appeal to self actualization:
1. Smart
2. Hip
3. Sexy
4. Valued
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Generation marketing models
Learning Lab-Generation X
1. Appeal to self reliance
1. Speed
2. Info
3. Appreciate comfort
2. Provide experiences
3. Affordable quality
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Generation marketing models
Learning Lab-Moving with Generations
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Uncle Sam Wants You
Be all you can be
Army of One
You made the strong, we’ll
make them Army strong
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Generation marketing models
Learning Lab- Generation Y
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Low price
Fast
High quality
Variety
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Generation marketing models
Learning Lab- Generation Y
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Techno fueled change
Word of mouse
1,000s of ‘friends’
Get out there
Cause interested
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Your Challenges
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Generational Marketing Working Lunch
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