how to market to socially-active...how to market to socially-active millennials vs. boomers american...

HOW TO MARKET TO SOCIALLY-ACTIVE MILLENNIALS VS. BOOMERS

American Millennials: Deciphering the Enigma Generation - A Groundbreaking Study Reveals the Silver Bullets

GENERATIONAL SURVEY

Mature & Silent (40 years) (2 Generations)

1909 – 1946

75 Million

Baby Boomers

1946 – 1965

80 Million

Generation X

1965 - 1979

46 Million

Millennials

1980 - 2000

76 Million

THIS GENERATION

•  Four leading psychiatrists agree a combination of the following spells possible trouble for the parent as well as the child:

KIDS = T R O U B L E •  A demanding attitude about money but a

reluctance to work for it

•  A righteous attitude, never admitting any personal faults

•  Inability to sustain personal relationships – drawn more to group experiences

PSYCHIATRIST’S ADVICE •  Dialogue – sometimes very painful – to

establish a new position of belief . Young people deny they are hostile until their last breath!

•  Have a good understanding and be more tolerant. Adolescence is, at best, an extremely disturbing time.

CULTURE •  People Magazine is the country’s leading

“personality magazine” •  Gene Simmons of Kiss is a hot celebrity •  Elton John concerts are sold out •  Sports – men could watch sports on TV all

year long! •  Skateboarding is an obsession •  Kids waste time playing video games •  Ralph Lauren’s fashions are the rage

A 1970 P.T.A. PARENT EDUCATION PAMPHLET

This Generation

May 1970 vs. May 2011

INTRODUCTIONS • Who would have thought these

kids, known today as Baby Boomers, would have turned out like we did?

•  This session is all about you understanding how to market to the next great generation – that generation known as . . .

MILLENNIALS

GET READY TO LEARN •  How Millennial values vary versus older

generations •  Correlations between media consumption

and purchasing behavior •  Trends in restaurant and retail marketing •  How cause marketing can impact your brand •  Use of digital, social & mobile technologies •  Applying this information today •  Getting franchisees to share the costs to

make your brand more effective

SPEAKERS •  Jeff Fromm - Barkley

– Sr. VP – Marketing, Sales & Innovation •  Jack Mackey - Service Management Group

– Chief Evangelist •  Jeremy Siefkas – LocalizeIt Online

– CIO •  Mark Liston, CFE – Glass Doctor

– President

THE ENIGMA GENERATION

WHY SHOULD WE CARE ABOUT MILLENNIALS?

•  $200 billion in annual direct spending •  $500 billion in annual indirect spending •  Larger than the Baby Boomer generation •  3x the size of Generation X •  80 million members •  Nearly 25% of the U.S. population

STUDY METHODOLOGY FOR YOU STAT GEEKS

•  Online random panel sample •  4,259 Millennials (eligible ages 16-34) and

1,234 Non-Millennials as a comparison group

•  Sample demographics were weighted to

approximate the current U.S. population

WHAT MAKES MILLENNIALS DIFFERENT?

5 big takeaways for you:

1. They consider themselves health fanatics and live a lifestyle to back it up.

2. Early adopters of technology, but distinct technographic segments exist.

3. They actively support causes and prefer companies that do, too.

4. Avid social media participants – more connections and greater frequency.

5. They consume, and create, more “word of mouth, mouse and thumb.”

MILLENNIALS CRAVE ADVENTURE

HEALTH, FITNESS & APPEARANCE MATTER

SUCCESS AND STATUS MATTER Success is a matter of hard work and status is worth paying for

EASILY INFLUENCED BY PEERS

MILLENNIALS AND TECHNOLOGY

MORE LIKELY TO ADOPT NEW TECHNOLOGY

2.5x more likely to be an early adopter

MORE LIKELY TO USE ENTERTAINMENT DEVICES

Non-Millennials tend to use standard devices: basic cell phone, desktop computer

TV: SNL ON HULU AT 2 P.M. ON SUNDAY

N  »  16-­‐34  yr  olds:  3,501  |  35-­‐75  yr  olds:  1,004  

MILLENNIALS AND BRANDS

RETAIL: MILLENNIALS SHOP COLLABORATIVELY WITH THEIR SMARTPHONE IN HAND They rely more on input from social circles in making product decisions

RETAIL: MILLENNIALS SHOP DIFFERENTLY

Attitudes, channel preferences and shopping behaviors differ from older generations

N  »  16-­‐34  yr  olds:  3,896  |  35-­‐74  yr  olds:  1,129  

MILLENNIALS VISIT RESTAURANTS TO SOCIALIZE, TREAT THEMSELVES Tight schedule and desire for social outlet drive eating out

N  »  16-­‐34  yr  olds:  954  |  35-­‐74  yr  olds:  270  

MILLENNIALS SNACK MORE THAN OLDER GENERATIONS

N  »  16-­‐34  yr  olds:  954  |  35-­‐74  yr  olds:  270  

AVID SOCIAL MEDIA PARTICIPANTS

MILLENNIALS VALUE SOCIAL NETWORKING

Social media connections enrich their daily lives

N  »  16-­‐34  yr  olds:  3,896  |  35-­‐74  yr  olds:  1,129  

MILLENNIALS HAVE MORE FRIENDS Number of connections on social networks significantly larger

N  »  16-­‐34  yr  olds:  3,000  |  35-­‐74  yr  olds:  635  

THEY EXPECT BRANDS TO PARTICIPATE IN SOCIAL MEDIA

They seek out brands in social media and value a social media presence

N  »  16-­‐34  yr  olds:  3,082  |  35-­‐74  yr  olds:  660  

THEY EXPECT BRANDS TO PARTICIPATE IN SOCIAL MEDIA

They seek out brands in social media and value a social media presence

N  »  16-­‐34  yr  olds:  3,082  |  35-­‐74  yr  olds:  660  

MILLENNIALS INTERACT WITH BRANDS ON SOCIAL NETWORKS

They “like” brands more often and frequently interact with those brands’ content

N  »  16-­‐34  yr  olds:  3,082  |  35-­‐74  yr  olds:  660    

MILLENNIALS INTERACT WITH BRANDS ON SOCIAL NETWORKS

They “like” brands more often and frequently interact with those brands’ content

N  »  16-­‐34  yr  olds:  3,082  |  35-­‐74  yr  olds:  660    

MILLENNIALS CONTRIBUTE AND CONSUME MORE WEB CONTENT Millennials outpace non-Millennials on all key usage models

N  »  16-­‐34  yr  olds:  4,259  |  35-­‐74  yr  olds:  1,234  

MILLENNIALS CONTRIBUTE AND CONSUME MORE WEB CONTENT Millennials outpace non-Millennials on all key usage models

N  »  16-­‐34  yr  olds:  4,259  |  35-­‐74  yr  olds:  1,234  

MILLENNIALS AND CAUSE

MILLENNIALS AND NON-MILLENNIALS AWARE OF DIFFERENT CAUSE CAMPAIGNS

N  »  16-­‐34  yr  olds:  4,259  |  35-­‐74  yr  olds:  1,234  

MILLENNIALS BELIEVE THEY CAN MAKE A DIFFERENCE AND SEEK CORPORATE PARTICIPATION

Personal and brand values matter, but low prices offer temptation

N  »  16-­‐34  yr  olds:  3,896  |  35-­‐74  yr  olds:  1,129  

EXPERIENCE ECONOMY

NEW PARADIGMS FOR MILLENNIAL ENGAGEMENT

CONTINUED TRENDS IN 2012!

• SoLoMo • Using Online Reviews as Social

Signals • Going App Crazy • QR Codes

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11

CONTINUED TRENDS IN 2012!

• Social   Awareness through relevance –necessary today to appeal to and

attract new customers •  Local   Where Search is taking place and Purchases are happening • Mobile   Up 400% in 2011-plus 74% of shoppers are using mobile phones

to search while they shop

The SoLoMo Revolution: Social Media, Local Search & Mobile Search Collide by Lisa Barone 6/7/2011

CONTINUED TRENDS IN 2012!

• Using Online Reviews as Social Signals •  A Shift In Buying Behaviors •  Social Brings Accountability

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11

CONTINUED TRENDS IN 2012!

• Going App Crazy – Apps Help How?

1.  Allows customers to be more efficient 2.  Helps biz owners to be more efficient 3.  Increased efficiency on both fronts leads

to profitability

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11

CONTINUED TRENDS IN 2012!

• QR Codes – Quick Response Codes

– Easy to use – Coupons/Offers – Direct Traffic

WOW! THAT’S CONFUSING! •  You’re Joe the new Franchise Owner

– Responsibilities include: •  Hiring/firing, utility bills, payroll, training, estimating,

emergencies, providing for your family, taking out the trash, insurance, auto repairs, sick employees, ISR’s, Invoices, sales calls, customer service, answering phones, broken coffee maker, workers comp, office signage, accounts payable, bill collector...and by the way a marketing strategy to make sure you’re targeting the right customer!

WHICH COULD INCLUDE •  PPC, YP’s, Online YP’s, Newspaper,

Coupons, Groupon, Facebook, Twitter, Tracking Lines, Local Directories, Reviews, Magazines, Foursquare, Google Places, Google +, Mobile Search, Blogs, YouTube, Yahoo, Bing, Angie’s List, Service Magic…just to name a few

•  For the Bargain price of $8,000/month

BUY-IN FROM ZEES ON BUILDING A MORE EFFECTIVE BRAND!

•  Find, Consult & Hire an Expert •  Educate Zees on what makes up today’s

Search Engine Marketing – Local Search Optimization & Reviews – Traditional SEO – Pay Per Click – Social Media – Mobile Search

GLASS DOCTOR

•  Glass Doctor Launched New Zee sites November 2010 from one main Corp site

•  Of 275 total sites, over 60% buy-in from Zees through regional presentations, online training and continued education-all at the Zees cost

•  Listen to your site & analyze traffic

GLASS DOCTOR

Questions?