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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!
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