Engaging Generation Y

RPM Promoters Workshops:

About Me

2

About Me

3

Clients

4

Who is Gen Y?

5

Image Source:

http://www.huffingtonpost.com/derrick-feldmann/nonprofits-world-needs-millenials_b_1878293.html

Who is Gen Y?

6

Image Source:

http://i1.ytimg.com/vi/75_SN58w2r0/maxresdefault.jpg

Who is Gen Y?

7

Image Source:

http://www.moddb.com/games/grand-theft-auto-v

• Tech/web savvy but value face-to-face

• Short-term focus but equally committed

• Open-minded and diverse

• Requires recognition

• Expect openness and transparency

• Confident and ambitious

• Team players

• Work/life balance

Characteristics of Gen Y

8

Five ways to gain their attention:

1. Make it participatory

2. Make it easy

3. Make it shareable

4. Take a risk

5. Give it meaning

How to Market to Gen Y?

9

Five way to lose their attention:

1. Take yourself too seriously

2. Be vague

3. Give them a product instead of an

experience

4. Make fun of them

5. Talk down to them

Source:

http://www.forbes.com/sites/gyro/2012/03/26/how-to-gain-and-lose-the-attention-of-generation-y/

How to Market to Gen Y?

10

Keep in mind the four areas Gen Y considers before purchasing a product or service:

1. Cost matters

2. Good quality

3. Fast service

4. An “experience”

Popular Sites

• Facebook

• YouTube

• Twitter

• Wikipedia

• Google

• Blogs

Most Popular Sites and Platforms

11

Platforms

• Mobile

• Tablet

• Laptops

Gen Y and Racing

12

Image Source:

http://taylorstrategy.com/news-category/2013-consumer-engagement-survey-nascar-fans/

Most popular social sites

• Facebook 71%

• YouTube 43%

• Twitter 26%

NASCAR’s Gen Y Avid Fans share content

• 91 % of 18-34 year olds routinely share NASCAR content they come across.

Gen Y and Racing

13

Source: Consumer Engagement Survey: NASCAR Fans

http://taylorstrategy.com/news-category/2013-consumer-engagement-survey-nascar-fans/

Racetracks Doing It Right

14

Source: http://www.deercreekspeedway.com/

Deer Creek Speedway

Racetracks Doing It Right

15

Source: http://www.rmrracing.com/

Rocky Mountain Raceways

Why Does It Matter?

• 7 out of 10 customers prefer content over ads

• 39% of brand budgets will be dedicated to content marketing this year

• 60% through the buyer’s journey before reaching out to brands

Content Marketing

16

Sources:

http://www.shoutlet.com/blog/2013/05/six-stats-and-six-reasons-why-content-marketing-matters/

http://www.fastcompany.com/3009543/dialed/a-top-linkedin-exec-on-why-content-marketing-matters-more-than-ever

http://noblestudios.com/blog/8-steps-to-creating-an-effective-content-strategy/

10-4-1 Rule of Social Media

17

10 4 1

Links to other

people’s content

Links to your own

blog content

Link to a lead

generation page

Leading Brands – Red Bull

18

Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights

Leading Brands – GoPro

19

Image Source:

http://ajklijs.wordpress.com/2012/10/19/great-gopro-video/

Leading Brands – Kmart

20

Kmart Commercial Show Your Joe Jingle Bells Men In Boxers!

Leading Brands – Kmart

21

Source:

http://mashable.com/2013/11/21/jc-penney-kmart-twitter/

1

2

3

4

Leading Brands – Ford Fusion

22

Source:

http://noblestudios.com/

Leading Brands – Ford Fusion

23

Ford Fusion Remix with Reggie Watts Kiss on the Grille

• Do more people know about your brand than before?

• Are your posts generating traffic?

• Are people reacting to your content?

• Are you generating leads?

• According to Social Media Today:

• Social media ROI is the net gain as a result of performance

• Tangible Related Revenue + Estimated Intangible Related Revenue –

(Cost of Social Media) / (Cost of Social Media)

Analytics

24

Source:

http://socialmediatoday.com/

You Are Not Alone – Legos

25

Image Source:

http://www.adweek.com/adfreak/did-lego-already-win-christmas-fantastic-father-son-ad-153644

You Are Not Alone – Monopoly

26

Monopoly Better Cat TV Commercial

1. Understand What Makes Them Tick

2. Get to the Point

3. Keep Them Informed

4. Position it Wisely

5. Engage and Connect

Top 5 Tactics to Remember for Gen Y

27

1. Bring out the uniqueness of your racetrack

2. Pique the curiosity of the un-initiated about the sport

3. Develop unique partnerships with your sponsors

4. Invest in quality content (interns)

5. Figure out where your audience spends time and meet them there

6. Create promotions and special experiences at the track for your social fans

7. Join the conversation

Things You Can Do

28

29

Image Source:

http://www.unr.edu/nevada-today/news/2013/colins-big-moment-hpf

50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 phone | noblestudios.com

Contact Michael Thomas With Your Questions.