Marketing To...

Marketing To Millennials Presented by Justin Di Vilio

© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS

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Director of Business Development & Dealer Program Manager for ARI - Marine & RV 9+ years of industry experience in Marine, RV, Powersports and Outdoor Power Equipment Markets

Justin Di Vilio

Meet the Millennials

• AKA – Gen Y, The Me Generation, The Nintendo Generation

• 18-35 years old

• Highly specific audience

• 79+ million millennials in the U.S.

– 25% of the U.S. Population (largest since baby boomers)

• Most educated generation in history

• Grew up alongside technology boom

• Spend an average of 1.8 hours daily on social media sites

© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 2

Spending Power

Today

$600 Billion in spending power


Digital Natives



Content consumed across multiple devices

What else do we know

Earliest “digital natives.”

Want to Participate in your marketing.

Known as content creators and users.

Crave adventure—often “safer” adventures.

Strive for a healthy lifestyle.

Seek peer affirmation.

“Hooked” on social media.

Believe in cause marketing.

Similar to older generations.

Value-Driven generation.

Higher Expectations, Little Patience.


www.arinet.com

Millennial types - breakdown

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Struggling Aspirational

Green, healthy and fit Enjoys good food

Always looking out for bargains

[CATEGORY NAME], [VALUE] [CATEGORY

NAME], [VALUE],

[CATEGORY NAME], [VALUE],

[CATEGORY NAME], [VALUE],

Successful Homeowners

Highest income among Millennials Most likely to be homeowners

Active Affluents

Families/ new parents Outdoorsy, fit, foodies Love for leisure travel

Comfortable TV Watchers

This group loves its TV

Reach Promos, Limited time offers, memberships

Reach Video, re-targeting, high

impact media

Reach Mobile, mobile, mobile

Reach Whatever is in front of them

#cornpoppedmovieon

• Active Affluent

• Income: $$

• Comfortable TV Watchers

• Income: $$

• Successful Homeowners

• Income: $$$

• Struggling Aspirational

• Income: $

57%

18%

17% 8%

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Top Spending Industries




Millennial Income Ranges $ = $49,000 and under $$ = $50,000 to $99,000 $$$ = $100,000 and up

Perceptions of Millennials


Lazy

gr

ee

dy

unmotivated

social

green

hardworking

money

responsible

ed

uc

ate

d

carefree

smart

independent

selfish

spoiled

entitled

young

cool

kids

centered liberal tech-savvy

computers

ma

te

ria

listic

loving

driven unemployed

immature electronic

self-centered

fun

intelligent

kids debt

innovative

energetic

happy

ambitious irresponsible

trendy

disrespectful

music hip

Dumb

Self-Perceptions


Nintendo Generation

Perceptions

© 2014 ARI CONFIDENTIAL

arinet.com | NASDAQ: ARIS

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The Risk of Stereotyping

Generational Attitudes & Behaviors

• I want it fast, and I want it now

• I trust my friends more than “corporate mouthpieces”

• We Collaborate and Cooperate with each other, and brands

• I’m a social creature – both online and offline

• I recognize the need for ads, and am willing to share them

• I expect technology to simply work – so make sure it does

• I am looking for adventure and experiences



I want it fast, and I want it now

I trust my friends more than “corporate mouthpieces”


I’m a social creature – both online and offline


I recognize the need for ads, and am willing to share them


Source: Yahoo Content Marketing Ingestion Study April 2013

I expect technology to simply work – so make sure it does


I am looking for adventure and experiences


Sell the experience, not the product

Let’s Think Like A Millennial


How to:

Set the mood. Give them a repository for a particular emotion, or bond over a universal human experience.

Help them escape by giving them a glimpse of the good life, inspiring them, and “reinforcing the millennial values of

embracing life and finding happiness along the off-roaded path to adulthood.”

Fuel creativity and play with absurdist mash-ups, a light sense of humor and carefully curated memes that are the tight fit for a

brand’s attributes.

Spotlight pop culture, especially using nostalgia nods, superfandom and celebrity musings.

Help them succeed with how-tos, life-hacks and any content experience that makes them feel smarter.


What to do:

• More marketing platforms, more choices

• Use Cross-device targeting

– A multi-platform strategy

• Videos

• Images

• Use Dynamic Product Ads

• Offer mobile codes

• Utilize online-only coupon codes and discounts


Where

Phase 1

• Facebook’s Dynamic Product Ads

• Use a Retargeting service to recapture interest

and follow them on the web


• Store Beacons for cell phones

• Your online destination – Your website

– Forms, coupon codes, discounts

• Location Share Discounts – Social media

• In-store QR codes & promotions

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• Online Referral Programs

• Email campaigns

http://www.bemarine.com/click/818085:218778420





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Phase 2

• Twitter Ads

• Pinterest

• Utilizing snapchat

ARI Services

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Social Media Ads & Services Email Marketing

Content Optimization SEO Content

Pay Per Click Ads Directory Listing Management

Inventory online Feed to Boattrader,

iBoats & more… OEM Parts Online

Craigslist, eBay, YouTube Inventory feed

ARI Mobile

Lead

Management

Saves Time Increases Productivity

Convert leads into buyers

Useful Links

• Facebook Dynamic Product Ads

– http://www.nanigans.com/blog/fb/usu/6-reasons-

facebook-marketers-dynamic-product-ads

• Beacon Use

– http://www.swiftiq.com/blog/using-beacons-to-deliver-

contextual-in-store-customer-experiences

• What is Retargeting

– https://retargeter.com/what-is-retargeting-and-how-

does-it-work

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http://www.nanigans.com/blog/fb/usu/6-reasons-facebook-marketers-dynamic-product-ads














http://www.swiftiq.com/blog/using-beacons-to-deliver-contextual-in-store-customer-experiences


















https://retargeter.com/what-is-retargeting-and-how-does-it-work
















Any Questions?

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