How to market to the generations 2007 duane dj sprague
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Transcript of How to market to the generations 2007 duane dj sprague
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L H M A D V E R T I S I N G
The Generational Imperative
Generational Marketing and Advertising Strategy
2007Duane “DJ” Sprague
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L H M A D V E R T I S I N G
To Be A More Effective Marketer You Must:
Understand your customers enough to get inside their head Understand their perspective and generational viewpoints See advertising as they would like to see it Use the mediums they consume Speak and communicate in a way they understand and prefer Walk a mile in their shoes Match your sales staff to your customers Understand that “one size does not fit all” Do not be a lazy marketer
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L H M A D V E R T I S I N G
4 Generations of America
The Silents 62-80
The Boomers 43-61
The X’ers 26-42
The Millennials Birth to 25
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L H M A D V E R T I S I N G
The Silents Overview
Born 1927-1945 62-80 years of age Grew up before “malls” when the local
shopkeeper and clerks knew their name and stood behind their products
Courtesy is very important to them Give them genuinely personal service
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L H M A D V E R T I S I N G
The Silents Overview
Chat with them, make them feel comfortable Develop a relationship with them Be more formal: please, thank-you, Sir, Ma’am Prompt and full responses to their questions Remember the days of full-service gas
stations, and clerks that carried out the groceries to the car? They do
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L H M A D V E R T I S I N G
The Silents Overview
They are patriotic, politically active, news reading, plugged-in
They are open to new products and services because it makes them feel “young” and “alive”
Receptive to advertising, changing brands and trying new products
Spend freely on grandchildren, travel, cars and housing
Have a desire to grab life by the horns while they can
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L H M A D V E R T I S I N G
The Silents Overview
A passion to connect with their grandchildren They remember the solidarity of the American
family from their childhood when divorce and broken families were the rare exception, and they want to be that stability for their grandchildren
Solid people with good-old-fashioned American values (read “The Greatest Generation” by Tom Brokaw)
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L H M A D V E R T I S I N G
Marketing to the Silents
Develop a relationship Give personal service with respect and courtesy Use large fonts and contrasting colors (Gen X and
millennial designers don’t get it!) Use long copy and tell your story Make use of rewards and reminders (remember
“Green Stamps” and “Blue Chip” stamps? Service and birthday reminder cards?)
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L H M A D V E R T I S I N G
Marketing to the Silents
Nostalgia works! Bring back “the good old days” of the 50’s Bargains, promotions, coupons and discounts work Remove the risk because this is not a risk taking generation Don’t hype or lie. Prove your claims and back it up! Stand by your word and be a “vendor of honor” Group events, seminars and experiential opportunities work Educate. They are hungry to learn Use inter-generational images and life stages
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L H M A D V E R T I S I N G
Marketing to the SilentsMedia Consumption
This is the TV, Movie, Magazine and Newspaper generation
Long form advertising and infomercials work!
Long form direct mail that tells the story and explains the offer and benefits
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L H M A D V E R T I S I N G
How To Make It Work
Don’t clutter your TV ad with too many visuals moving too fast, or fast copy reads
Don’t clutter your radio spot with too many audio layers. Make it audibly pure and clear
Use talent they can relate to that is courteous and sincere
Use large fonts and contrasting colors Explain your offer and guarantee it Use older sales people who “get it”
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L H M A D V E R T I S I N G
How To Make It Work
Link advertising, education and promotion Portray real people Utilize multi-generational and emphasize love
and fun with their kids and grand kids Use repetition
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L H M A D V E R T I S I N G
How To Make It Work
Pictures and images Emotional touchstones: security,
independence, information, intimations of immortality
Focus on convenience and “in and out” as shopping is not a pleasant experience for them
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L H M A D V E R T I S I N G
The Boomers Overview
Born 1946-1964 Age 43-61 today The largest generation alive! 76 million strong and
43% of the civilian work force Workaholics Wealthy, free spending, open to new brands, products
and services, and receptive to advertising Staggering purchasing power Demanding customers and not blindly brand loyal
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L H M A D V E R T I S I N G
The Boomers Overview
Boomers and X’ers tend to distrust authority They value “values” and have a moralistic
perspective They are becoming empty nesters Workaholics, and they define themselves by their
careers They are time stressed and they seek fast and
convenient no-hassle, reliable, and they are willing to pay for it
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L H M A D V E R T I S I N G
The Boomers Overview
Two groups of Boomers: First wave is the Vietnam Generation, who are the
idealistic social activists of the ’60s Second wave is the “Me” Generation, and grew up in the
“time to party” era of the late ‘70s and early ‘80s They share one credo: Forever Young Strong sense of family and right and wrong Optimistic, but want to make the smartest possible purchase
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L H M A D V E R T I S I N G
Marketing to the Boomers
Tend to respond to celebrity endorsements They are receptive to advertising and new products
and services, and buying habits and brand preferences can be changed
Make them feel young and smart Present life as one continual ageless adventure The first wave will especially respond to socially and
environmentally responsible companies
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L H M A D V E R T I S I N G
Marketing to the Boomers
They love meaningful detail that differentiates a product or ads real value
They are news hounds and like their information organized like USA Today. No cute story telling, just the facts
Use large type and contrasting colors Give them fast and easy shopping and selection Connect them with their families They prefer text more than any other generation
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L H M A D V E R T I S I N G
Marketing to the Boomers
Make sure your advertising, marketing and sales staff are not all younger than Boomers
They love experiential, eco and learning vacations Hot categories: cars, high tech, real estate, home
improvement, fitness, nutrition, skin and haircare, cosmetic surgery and sporting goods
What’s important: staying young, finances, their kids and grandkids, career
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L H M A D V E R T I S I N G
Marketing to the BoomersMedia Consumption
Broadcast and cable TV, talk radio, classic rock, public radio and public TV
Movies USA Today and local newspaper Magazines (news, general interest and special
interest) Internet Direct mail
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L H M A D V E R T I S I N G
How To Make It Work
Provide fast service and instant gratification Make your company socially or environmentally
responsible Save them time Make them feel younger Recognize their career accomplishments and
aspirations, and their desire to connect with their family
Help them attain their financial objectives
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L H M A D V E R T I S I N G
The X’ers Overview
Born 1965-1981 26-42 years of age in 2007 About 33% fewer of them than Boomers and Millennials 40% of them had lived in a single parent HH by age 16 The most skeptical and cynical of older generations and
institutions
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L H M A D V E R T I S I N G
The X’ers Overview
They offer loyalty to their own generation, but not institutions
They spent less time around older people than any other generation, and there is a significant disconnect between them and older people
More of a “Me” generation than any other Self-focused and self-immersed Inclination to change jobs frequently
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L H M A D V E R T I S I N G
The X’ers Overview
The “in debt generation” as they have expensive taste and know quality due to their dual income, workaholic, guilt ridden Boomer parents who spoiled them
They insist on a healthy work/personal life balance Techno savvy and excellent multi-taskers Take pride in their acceptance and tolerance of all
ethnicities and lifestyles Identify with pop culture of the ‘70s and ‘80s, and like to
poke fun at it
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L H M A D V E R T I S I N G
Marketing to the X’ers
NOT watching TV news or reading newspapers (build your web sites and mail business)
Cynical of advertising hype and laugh at it Street smart and advertising savvy They need to be convinced with proof, facts And W.O.M. from their peers They feel disempowerd to change government or
institutions
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L H M A D V E R T I S I N G
Marketing to the X’ers
They enjoy unexpected and clever tricks and surprises, irony, twists and turns and mystery in advertising. Have some fun
Give them options and choices Indifferent to “brand” and skeptical of commercials Mix and match multiple media in unique ways Show them how they can have fun Celebrate their open mindedness to diversity
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L H M A D V E R T I S I N G
Marketing to the X’ers
Anti-commercial commercials work well that make fun of the hype of traditional advertising. Saturn, Target, Sprite
Mountain Dew wove extreme sports with wacky humor
Deliver attitude No-nonsense honesty works well too They like edgy programming: “Survivor”, “X Games”,
reality TV and “Friends” the ultimate Gen X show
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L H M A D V E R T I S I N G
Marketing to the X’ers
Make your ad visual, as they prefer “reading” visual images
Use pop culture in your ads. Berry Burst Cheerios did this with the pop tune “I Think I Love You” by the Partridge Family and the 1974 hit “Hooked on A Feeling”
High tech, humor, parody, or edgy work
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L H M A D V E R T I S I N G
Marketing to the X’ersMedia Consumption
Reality TV, Friends, X-Games, VH1, That ‘70s Show Radio Internet with e-commerce functionality, feedback
option, visual imagery, pages that don’t scroll, limited text, instant gratification, and a URL that is easy to remember and catchy: amazon.com, monster.com, yahoo.com
Multiple platforms
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L H M A D V E R T I S I N G
Making It Work
Use a tongue-in-cheek approach, make it fun and funny, high tech, retro ’70s & ‘80s or edgy
Don’t make it a typical ad, make it a “non-ad” so it entertains as it slips in a subtle message
Use pop culture music from the ‘70s and ‘80s and it’s okay to poke fun at it
Use visual pictures, metaphors, stories and concepts that convey the message vs. ad copy
Use mix of traditional and non traditional mediums
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L H M A D V E R T I S I N G
The Millennials a.k.a Gen Y Overview
Birth to 25 Born 1982 to present Ethnically diverse (1/3rd are minorities) Very tolerant of divorced HHs and gay lifestyles, but
traditional family values are more important to them than Gen X’ers
Have a positive, more respectful view of older people, and they LOVE their parents
They influence family spending
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L H M A D V E R T I S I N G
The Millennials Overview
Use technology to connect them to other people (email, IM, text messaging, social media, mobile apps)
More interested in spirituality than Gen. X’ers A strong sense of community service Internet is what TV was to Boomers. They MUST have it “Hip” is essential Peer-to-peer recommendations and approval are
extremely important
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L H M A D V E R T I S I N G
The Millennials Overview
A renewed interest in reading print (they like to research products for maximum value and cool factor)
91% value companies that support good causes They are fashion conformists: Abercrombie, Hollister,
American Eagle, Quick Silver, Aeropstale, Roxy, Zumize, Hurley They’re very brand conscious and self confident Susceptible to the next, newest fad without logical
reason
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L H M A D V E R T I S I N G
The Millennials Overview
They spend less time watching TV, listening to the radio, listening to pre-recorded CDs, reading pop culture magazines or consuming the major sports
More time on internet, listening to single songs on iPod, texting, and watching DVDs
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L H M A D V E R T I S I N G
Marketing to the Millennials
Multimedia messages are essential Internet is medium of choice Let them interact with the brand Customize their online experience Offer online surprises for those who look hard
enough Be optimistic and upbeat Viral marketing works
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L H M A D V E R T I S I N G
Marketing to the Millennials
Weave in multi-generational talent Use bright colors Ads that present kids as being smarter, doing good
deeds and often in teams Spokespeople who are nice people (Dennis Rodman
is out) Animals work (Taco Bell Chihuahua) Link message to community service
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L H M A D V E R T I S I N G
Meaning of Brand by Generation
Silents: a brand confers status Boomers: a brand means only as much as I think it
does to me X’ers: Brand confers status, but it’s not what other
generations think about the brand that counts, it’s what my peers think
Millennials: Brand confers status, “hip” and acceptance by immediate peer group