jennifer lindsay
TRANSCRIPT
Email for the Generations
Social tactics to trigger responses from the Greatest Generation, Baby Boomers, Generation X
and Millennials effectively.
Presented By Jennifer LindsayJennifer Lindsay Digital and Host of The A-List
Defining MomentsThere are four generational categories we can market to in the US, largely defined by the ad
industry
• Greatest Generation: born prior to 1946 (65-plus)
• Boomers: 1946-1964 (45-63)• Generation X: 1965-1976 (33-44)• Millennials: 1977-1994 (15-32)
The Millenials
Generation Y
Millennials
Characteristics
Expect real-time communication, consider email “slow”
Visually-oriented
Need immediate gratification
Share information they consider valuable easily
Friends = family
Most likely brand advocates
Calls To Action
• Prefer to share via text and Twitter
• Impulse buyers
• Will share deals as well as event information easily
• Internet or mobile coupons ideal
• Battery chargers and in-store WiFi entice
• If you hit a sweet spot, and they’ll create a video about something helpful or unusual
Gen Xers
Generation X
Generation X
Characteristics
Time considered a precious commodity
Actively use Facebook, MySpace and Twitter
Shop and price-check online
Use email and text interchangeably
Self-reliant and individualistic
Mistrust institutions
Calls To Action
More than 80% of X-ers actively text or email friends deals
Deliver quick hit info and offers
Reduce pressure by offering little indulgences to make purchasing / engaging less onerous
Communicate ways to keep kids engaged – and parents free
Boomers and Late-Boomers
Baby Boomers
Boomers
Characteristics
Make up one-third of those actively online
Regular online shoppers and big spenders
Like spending recognition
Comfortable with email
Twitter is an untapped outlet: Boomers increased Twitter use 469% during 2009
Calls To Action
Reach one and you can reach their entire follower base with product info and special offers
Cash-back savings programs
Upsell! Areas of interest include:
Prescription medications
Insurance
Gifts for grandkids and kids
Entertainment
Travel
Discount wines by the case
Optimizing For Boomers
Boomers are still vital and evolving even as they approach and reach retirement age
The three basic life structures of Boomers: identity, territoriality, and time
Boomers’ identity is essentially optimistic, meaning they have a vitality which makes them survivors, if not thrivers
As Boomers age being close to home range becomes more important
As people age, their nostalgic yearnings grow, making them more receptive to and long for positive memories of the past
The GIs, The Lost and The Greatest
The Greatest
Generation
Greatest Generation
Characteristics
Value-oriented: Want to discuss areas of interest
Spend most of their online time using email and message boards
Baby Boomer children influence adoption of technology
Asking for more social features the more they are exposed to gadgets such as mobile phones
Calls To Action
Email and message boards are targeted channels to message about senior discounts
Messages need to be large enough to be seen
Special products addressing aging issues and special packs for smaller households are winners
Message about ways you cater to this age group, such as signage or on-shelf or on-cart magnifying glasses
Commonalities: Media & Meals
On average, the typical American consumes more than 35 hours of media per week across the three screens of TV, Internet and mobile
Across the generations, people are turning to cookbooks, the Internet and TV for recipe ideas and less expensive in-home entertainment as budget-conserving options
Millennials are the most wired to the Internet, while Generation X favors TV and the Greatest Generation reads
As smartphones redefine customer media interaction, they present enormous potential for generating buzz around products, delivering timely product info and coupon codes, and building community through brand advocacy
Email for the Generations
FinThank you for listening!
Questions?