Women's Jewelry Association - In The Know 2012 - Ben Smithee

Let�’s Talk Gen Y

A simple question

2 Specific Goals

Who the heck is this guy....and why do I care??

Why Gen Y?

Who are they?

Defined by Unity

A Look at Gen Y

Percentage of Millennials that have made a purchase using their smartphone?

(A)17%

(B)28%

(C)41%

Percentage of Millennials that have made a purchase using their smartphone?

(A)17%

(B)28%

(C)41%

What % of Gen Y that have tattoos?

(A)24%

(B)39%

(C)51%

What % of Gen Y that have tattoos?

(A)24%

(B)39%

(C)51%

What % of Gen Y have voted on American Idol?

(A)6%

(B)19%

(C)37%

What % of Gen Y have voted on American Idol?

(A)6%

(B)19%

(C)37%

What % of Gen Y Americans ages 25-29 have never been married?

(A)15%

(B)31%

(C)55%

What % of Gen Y Americans ages 25-29 have never been married?

(A)15%

(B)31%

(C)55%

...in 1960 the percentage was 15%

What % of Millennials say word-of-mouth influences their purchases more than TV

ads??

(A)26%

(B)36%

(C)48%

What % of Millennials say word-of-mouth influences their purchases more than TV

ads??

(A)26%

(B)36%

(C)48%

What % of Millennials say marriage is becoming obsolete??

(A)11%

(B)28%

(C)44%

What % of Millennials say marriage is becoming obsolete??

(A)11%

(B)28%

(C)44%

What does Gen Y want?

The Guessing Game

The Guessing Game

fun for parties.....bad for business!

Culture vs. Strategy

Tell Motivate Connect Engage

Functional Benefits Emotional Cultural

Why vs. What

Gen Y will often forget what you say or do, but they will tell others about how you

made them feel

Hyper-Connected World

Hyper-Connected World

Hyper-Connected World

Hyper-Connected World

> 90%

Hyper-Connected World

Hyper-Connected World

< 50%

Hyper-Connected World

Hyper-Connected World

Hyper-Connected World

Hyper-Connected World

Over 100 Million Web-enabled devices this year....without a TV launch

The Social Ecosystem

The Social Ecosystem

The Social Ecosystem

The Social Ecosystem

The Social Ecosystem

The Social Ecosystem

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

The Evolution of Search

Generational Dispersion of Information

In the new social ecosystem, it�’s not always the best product/service that wins...it�’s the best experience that is

easiest for me to share with my friends...

Keys to Success

Keys to Success

Keys to Success

Create Cultural Connectivity

Keys to Success

Create Cultural Connectivity

Focus On Why - Tell Your Story

Keys to Success

Create Cultural Connectivity

Focus On Why - Tell Your Story

Don�’t Fear Digital

Keys to Success

Create Cultural Connectivity

Focus On Why - Tell Your Story

Don�’t Fear Digital

Continuous Research

Keys to Success

Create Cultural Connectivity

Focus On Why - Tell Your Story

Don�’t Fear Digital

Continuous Research

Potential to Pivot

SS

C

You�’re not alone....

You�’re not alone....

Stylitics

Clothia SS

Stylebook

C

Clothapp

TheFancy

PolyvorePinterest

FashismGoTryItOn

Svpply

Wanelo

Lyst

Pose

Snapette

It�’s not about being interesting...it�’s about being interested

Trial and error works great for marketing...

but it sucks when it comes to making promises!

If you want to build a bigger brand...make bigger promises, and

keep them!

�“ I think this is the beginning of a beautiful friendship �”

Ben SmitheeChief Executive OfficerBen@SpychResearch.com215.501.2341Twitter - @SpychResearchFacebook.com/BenjaminSmitheeLinkedin.com/in/BenjaminSmithee