Insanely useful advice_for_marketing_to_millennials

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during a Hyper Island Workshop A collaborative book written in one hour at the Share+Like+Buy 2012 Conference sponsored by Barkley INSANELY USEFUL ADVICE FOR MARKETING TO MILLENNIALS

Transcript of Insanely useful advice_for_marketing_to_millennials

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Marketing

during a Hyper Island WorkshopA collaborative book written in one hour

at the Share+Like+Buy 2012 Conference

sponsored by Barkley

INSANELY USEFUL ADVICE FOR MARKETING TO MILLENNIALS

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Publisher’s note:Every possible effort has been made to ensure that the information in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the authors.

Opinions expressed are those of the authors and do not necessarily represent the views of their employers, Hyper Island, or the Cannes Festival of Creativity

First published in the USA by Hyper Island Press

Copyright © Hyper Island 2012All rights reserved.

PublisherHyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com

SponsorBarkley http://www.barkleyus.com Contact: Jeff Fromm, founder of the Share.Like.Buy conference:[email protected]

Insanely useful advice for marketing to millennials

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• Stay true to the core of your DNA - Strong brand values are important in marketing to

their emotions and hearts not their brains

• Accept how they see your brand and embrace it - Find a partner that gives you content to talk about

and engage with by catering to their lifestyle. Telling a consumer about your great taste will not make them brand loyal.

Chloe LeeLaura Mellor

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As Len Schlesinger shared: “It’s more productive to raise your hand and say ‘I don’t know’ than to regurgitate the ideas of others to prove that you do.”

Innovation is born from seeking answers to questions you don’t know rather than believing you must it all figured already.

Mark LoganNancy Giordano

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There’s a paradox. Millenials want to be independent and empowered to do their own thing. They want to express their individuality.

Yet they also want other people’s input on what to buy, where to eat, what to listen to, etc.

Recognize this paradox. Then ask how your brand can help empower millenials – how it can help them express themselves and do what’s important to them.

Chris CoxMelissa Im

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Millennials are better understood as a cohort that shares a common starting point rather than a group with homogenous values and experiences today.

Focusing on where we came from may be more useful than trying to lump us into a single box based on our present.

Martin PreddJason Young

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Stop shouting. Start sharing.Stop talking. Start listening.Stop ignoring. Start responding.Stop building monuments. Start building relationships.Stop broadcasting. Start engaging.Stop stereotyping. Start respecting.Stop creating. Start co-creating.Stop preaching. Start inspiring.Stop fearing. Start embracing.Stop looking backwards. Start looking forwards.

Katie PeckBruce Levinson

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Christine AruscavageSeth Goren

“Targeting millennials” means nothing.

It’s like saying “targeting people.”

We need to target conversations and states of mind (not demographics) in a custom and personal way.

Opportunities exist that didn’t with other generations, including the idea that they are always addressable, and that rich data layers exist that will allow us to more effectively target and communicate.

The easy part is reaching them, the difficult part is making it relevant. They will tell you what’s relevant, you just have to listen.

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Self-expression and creativity is at the core of Millennial thinking and behaviors. This is influenced by their purpose for being (which is often tied to positive change), rapidly evolving technology, content sharing, peer affirmation, and social interactions.

Jeff FrommAlex TrevisanChris GardnerJennifer Kiffer

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The entire way non-Millennials size up problems, our approach to solving them, even our view of what a good outcome is – seem Byzantine to this generation.

Their rejection isn’t for the sake of being contrarian, as we oldsters are prone to think. As a generation, one could argue Millennials were sold a bill of goods. They were told to just stay in school, get good grades, go to a good college, study hard – and if you do all that, a good job (and hence a good life) will be waiting for you. Well, they did all that – and got a hot cup of jack sqwat.

The successes they see are cultural creators, entrepreneurs, risk-takers – people who rejected that traditional path to a good life. So the notion of getting a degree and working paycheck to paycheck for a company vs. starting your own thing, creating something, making their mark – even at the risk of failing spectacularly – Millennials are choosing the latter, and with good reason.

What was Plan A for previous generations, is more like a Plan B, even C for Millennials. Far from being spoiled, entitled kids who want it all right now – the Millennial attitude has been shaped by cold, hard reality – and it impacts how they relate to the world, institutions, and the brands we all work for everyday.

Jeff Graham Becky Herman

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Jeff FrommAlex TrevisanChris GardnerJennifer Kiffer

Testing in the real world versus focus groups is more important than ever. In the ever-changing marketing environment, you must not just test, but test FAST!

If it doesn’t work, modify and expand or kill it and move on. In order to do this, you must embrace the concept of acceptable loss.

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Millennials have an innate skepticism.

They have seen firsthand how institutions do not deliver a guaranteed path to ‘the good life’, as was promised by their parents. They were screwed by the system and are electing to take ownership over their futures in new, innovative ways.

They’re shirking traditions and literally creating their own legacies. What may look like entitlement or apathy to older generations is actually a conscious choice to pioneer a new future.

Jeff Graham Becky Herman

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Marketing “with” Millennials today is not about connecting your brand to them. It’s about your brand being an enabler for connecting them with others. This requires experimentation and prototyping of ideas and content that is useful and engaging to them.

Constant, high speed access to the internet now exists in your consumer’s pants. The smart phone (and whatever is next) allows continual connectivity with your content and other people. To be relevant in this world, it’s no longer about the one static idea, it’s about a lot of little ideas - or small bets. And small bets require risk. If you are too focused on ROI, you will never get there.

You need permission to fail. One piece of sage advice coming out or the conference was the concept of “Acceptable Loss” (AL) to replace “ROI.” AL gives your team the freedom they need to truly innovate.

Tom FinneranJeff King

Bet small.

Think big. BIG

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Millennialls want the same qualities in all of their relationships, regardless of whether it’s a brand or individual.

They want relationships that are authentic, creative, values-driven, that add to their own social currency and that are share-worthy.

Jennifer StengerDan Fromm

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By nature, millennials have an entrepreneurial spirit.

They work with what they have to do something meaningful that stands for something.

Brands need to create community experiences that facilitate conversation and foster kinship, enabling members to make an impact.

Alyssa FeuererKrithika RosenthalCOLLABORATE make an impact

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Brands need to connect with Millennials on a social level-organically weaving your brand into their lives. You must reinforce or foster current behavior, don’t create something that forces Millennials to adapt a new behavior.

You can’t think of Millennials as a demographic, but rather as a highly emotional and unpredictable group of individuals. Then you can tap into their emotions and desires to connect with each other and foster these connections and then you will be able to survive as a brand.

Colleen MerwickEniko Skintej

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Millennial is more of a mindset more than an age.

The Millennial mindset is based in a distinct subculture of music, humor, fashion and cause that is hip and new and leverages technology to the max.

But at heart the values are more those of “old souls”: Take care of yourself, care for each other, tend to the environment.

The way in to touch the Millennial heart is “utility.” Functionality trumps image. Brands must be able to answer question what USE are you to me? How does this brand make my life easier, more connected or more meaningful?

Without an authentic relationship building approach that results in mutual kinship, efforts at brand building will #FAIL.

Carol PhillipsDennis Devlin

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Stay true to your brand.

Simplicity is sexy - by creating that relationship you’ll gain the trust that will make your brand a part of a Millennials life.

Be a tool for empowerment by being a friend.

Jenny Gomez Belle Domingo

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The Millennial generation is inherently social. Therefore, in order for your brand to be part of their conversations and relationships, you must create an environment that fosters social engagement and participation, empowering them to create, invent and interact with your brand in a way that is organic to them.

Kristina DeGroccoKimberly RizzoBob Higginson

Generation Social

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Apple is an example of a brand who has stayed ahead of the wave. 75% of the products they sell today weren’t in existence five years ago.

Blockbuster is an example of a brand who was washed over by change, sank and drown.

Walter Levitt wants Comedy Central to be like Apple. Marketers who want to be industry leaders need to stay current and relevant or die.

Janelle JamesChere Boone

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To resonate with millennials, brands must have a greater purpose, one that identifies with the consumer not only functionally, but emotionally. And not just for the consumer, but for the world. It is not up to the brand to dictate the answers. The opportunity is to figure it out together.

Nicole BaldwinCathryn Posey

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Millennials are all about optimism and believe they can change and impact the world. They’ve been raised to have an opinion and a voice. Compared to older generations, generation x or boomer babies who fought against society and sought to break traditions -- millennials want to embrace the good in the world and create, fix, and reinvent everything. They are a generation of innovation.

Brenda LynchLaurie Jones

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Millennials know how to “hustle”.

They will take matters into their own hands to get things done.

Enable them to be in control, be creative, and connect and share with others.

Sarah ShowalterChristine Thurm

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Build longer-term, deeper, committed relationships with your consumers.

• Help them connect with their friends by providing a platform for them to share their opinions and experiences.

• Show them you’re in it for them, not just to make a buck.

• Be authentic and real in your interactions with them.

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Build your product’s story and share the message around an emotional connection to grab the customer’s multi-sensory “listen”. Create an experiential benefit. Products that are just talking about superior functional performance are not heard.

Susan Miller Warren Junium, III

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Single transparency isn’t enough anymore, Millennials want to know how your product is made and they want to participate in “baking the cake. “ Allow them to co-create your products, ask their opinion, ask for their suggestions, ask them to invent new products, they want to share and you look like a hero for asking their opinion and acting on it.

Brad AlbanSara BuckSandi Moss

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Everyone knows that the conversation that matters is the one that comes from the outside, not the inside. But we have to do more than listen to everyone, we need to listen to the 115 people who matter to your brand.

Find the bloggers, tweeters, and sharers who have a strong following and are passionate about what you are passionate about. Enlist them to participate with you...and listen to what they have to say.

Brad AlbanSara BuckSandi Moss

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The models of marketing are based in the 1950’s and 1960’s. In order to be relevant today, you need to be part of their conversations.

Be where they are. Build the relationship first. Encourage millennials to talk about your brand with those they trust. Don’t force the conversation.

It’s a mindset, so be transparent and be authentic in order to be share-worthy. Give them the tools to co-create with you and take matters into their own hands.

Christina CoccodrilliAiyshen Padilla

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Productive stupidity is about embracing what you don’t know and asking questions. Millennials actually find it cool that brands don’t know it all.

- Simply rename failure.- Study experiments and their genesis.- All you need is enough to get to the starting line.

Chris CardettiAnastasia Fletcher

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The Apple brand is miles ahead of the competition.

Although they began with computers, today they’re brand is known for creating the most useful and innovative technology devices.

Blockbuster limited themselves in the way they provided movie/video game rentals. Even when Netflix and was on the horizon, they dismissed the two as fads. Now who’s out of style?

So ask yourself, are you Apple or Blockbuster?

Chris CardettiAnastasia Fletcher

Hyper Island250 Hudson StreetNew York, NY 10013http://hyperisland.com