kohl's department stores center for retailing excellence keynote speaking event

Jeff FrommCo-Author “Marketing to Millennials: Reach the

Largest and Most Influential Generation of Consumers

Ever.”

EVP at Barkley, a fiercely independent ad agency.

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#LetsConnect

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Let’s talk Millennial

expectations.

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#settingthebar

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The Definition of Brand Value

We Knew and Loved

DIED.

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The OLD Definition

Brand Value =Functional + Emotional

PriceΣ

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The NEW Definition of Brand Value

Brand Value =Functional, Emotional & Participative Benefits

PriceΣ

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Copyright© 2013 by Barkley. All rights reserved.

The NEW Definition of Brand Value

Brand Value =Functional, Emotional & Participative Benefits

PriceΣ

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Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.

MILLENNIAL

MINDSET

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The Participation Economy

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Creative Excellence to Content Excellence

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CREATIVEEXCELLENCE

CREATIVEEXCELLENCE

CONTENTEXCELLENCE

CREATIVEEXCELLENCE

CREATIVEEXCELLENCE

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Write this down...

“Useful is the new COOL!”

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So Here Are The Six Rules:

Engage early adopters of new technology.

Build a listening and participation strategy.

Buying into a brand idea is more powerful.

Design a sense of adventure and fun into your brand.

Embrace disruption.

Keep their loyalty.

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RULE 1:

Engage Early Adopters

of New Technology

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Millennials are 2.5x more likely

to be early adopters of new technology

Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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RULE 2:

Build a Listening and

Participation Strategy

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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One-third of Millennials say they like a brand more when the brand

uses social media

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Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gifCopyright© 2013 by Barkley. All rights reserved.

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Taco Bell Joins The Snap Chat Community

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Images via TwitterCopyright© 2013 by Barkley. All rights reserved.

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Taco Bell Shares Secret:Beefy Crunch Burrito is Back

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RULE 3:

Buying into a brand idea

is more powerful than

simply buying a product.

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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70% of Millennials are more excited about a decision they’ve made when their friends agree with them.

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RULE 4:

Design a Sense of

Adventure and Fun into

your Brand

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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69% of Millennials say they consider themselves

adventurous

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Images via Freebirds Facebook PageCopyright© 2013 by Barkley. All rights reserved.

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Images via Freebirds Facebook PageCopyright© 2013 by Barkley. All rights reserved.

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RULE 5:

Embrace Disruption

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Meet Mike

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82,693 25,019 10,087,490

Stats of April 23, 2013Copyright© 2013 by Barkley. All rights reserved.

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RULE 6:

Keep Their Loyalty

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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45% of Millennials will go out of their way to shop at stores

offering rewards programs

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Implicit Loyalty

Explicit Loyalty

vs.

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What if you have an iconic brand with an older core

audience?

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We need to

reevaluate how you

think of ROI.

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CORE OPPORTUNITIES 75%

EMERGING OPPORTUNITIES 20%

5%

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Storytelling

vs.

Storydoing

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THANK YOU

Copyright© 2013 by Barkley. All rights reserved.

@ JeffFromm | JFromm@barkleyus.com | www.ShareLikeBuy.com

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