Marketing for the Generations

with JENNIFER NEELEY

• Greatest Generation: Born prior to 1946 (age 65-plus)

• Baby Boomers: 1946-1964 (age 45-63)

• Generation X: 1965-1976 (age 33-44)

• Generation Y / Millennials: 1977-1994 (age 15-32)

Defining MomentsThere are four generational groups we can target in the US

Generation Y / The Millennials

The Millennials / Generation Y

CharacteristicsExpect real-time

communication, consider email “slow”

Visually-oriented

Need immediate gratification

Share information they consider valuable easily

Friends = family

Most likely brand advocates

• Prefer to share via text and, to come extent, Twitter

• Impulse buyers

• Will share deals as well as event information easily; willing brand advocates

• Internet or mobile coupons ideal

• Battery chargers and in-store WiFi entice

• They’re likely content creators

Calls To Action

Generation X / Gen Xers

Generation X / Gen Xers

CharacteristicsTime 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 ActionMore 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

‘Altruistic’ initiatives appealing

Baby Boomers/ War Babies

Baby Boomers/War Babies

CharacteristicsMake up one-third of those

actively online

Regular online shoppers and big spenders

Like spending recognition

Most 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 (think Costco Business memberships)

Upsell! Areas of interest include: Prescription

medications Insurance Gifts for family

Entertainment

Travel Discount wines

by the case

Optimizing For BoomersBoomers 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 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

Questions?

Thanks for joining us!