Transcript Marketing to Generation Y

Marketing to Generation Y
June 4, 2008
Intuit Communities
Outline
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Who is Generation Y?
What does Generation Y most value?
Why is this topic important?
How do you market to Generation Y?
When do you act?
Who is Generation Y?
•Birth years1977-1992
•Over 75 million people
•Significant world events
•Global perspective
•Creating change
What does Gen Y most value?
•Freedom
•Meaningful work
•Living first
•Friends
•Diversity
Why is this topic important?
How do you market to Generation Y?
•Simple
•Authentic
•Hip
•Quick
•Sustainable
Gen Y’s Top 15 Most Loyal Brands
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Apple
Trader Joe‘s
Jet Blue
In N Out
Ben N Jerry's
Whole Foods
Adidas
American Apparel
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Target
H&M
Levi's
Volkswagen
Converse
Vitamin Water
Red Stripe
Why These Brands?
The formula for success with marketing to Gen Y:
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Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple
and easy!
2.
Quirky, unique and dorky (Jet Blue and Trader Joe's are both
known for being one of a kind shops)
3.
Happy employees (people who work at the aforementioned
companies say they LOVE their jobs!)
How do you reach Gen Y?
•Get to know their
values
•Respect them
•Build a trusting
relationship
•Communicate with
them on their terms
Development
•Training
•Experimentation
•Voice
•Coaching
•Feedback
Diversity
•Community
•Divergency
•Acceptance
•Respect
•Appreciation
Decisiveness
•Simplicity
•Brainstorming
•Research
•Action
•Flow
Marketing to Gen Y
• Social networking
sites (Facebook)
• Mash-ups
• Extreme sporting
events
• Gen Y street teams
• Partnering with youth
oriented companies
• Gen Y word of mouth
Marketing Turn-Offs
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Hype
E-mail blasts
Push marketing
Fax
Cold calling
Trying to be “hip”
Consumer 2.0 by Mr. Youth
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Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant
messaging from peers over marketing speak and celebrity endorsements
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Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in
choices and look for products and services that speak to them personally
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Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and
highly relevant messaging in bulk while growing increasingly adept at blocking out
noise
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Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they
find useful in their lives over manufactured marketing needs
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Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and
associate with your brand as they see fit
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Get the full report at http://MrYouth.com
When do you act?
“We believe that the time for change is here and now.
It is time to start leading and stop resisting this
generation’s efforts and contributions.”
-Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold
Co-Authors: Millennial Leaders: Success Stories From Today’s Most
Brilliant Generation Y Leaders
Thank-you
Millennial Leaders
http://MillennialLeaders.com