Marketing to Generation Y

June 4, 2008 Intuit Communities Marketing to Generation Y Outline • Who is Generation Y? • What does Generation Y most value? • Why is this topic important? • How do you market to Generation Y? • When do you act? http://digiworldhanoi.vn Who is Generation Y? • Birth years1977-1992 • Over 75 million people • Significant world events • Global perspective • Creating change http://digiworldhanoi.vn What does Gen Y most value? • Freedom • Meaningful work • Living first • Friends • Diversity http://digiworldhanoi.vn Why is this topic important? http://digiworldhanoi.vn http://digiworldhanoi.vn How do you market to Generation Y? • Simple • Authentic • Hip •Quick •Sustainable http://digiworldhanoi.vn Gen Y’s Top 15 Most Loyal Brands • Apple • Trader Joe‘s • Jet Blue • In N Out • Ben N Jerry's • Whole Foods • Adidas • American Apparel American Apparel • Target Target • H & M H & M • Levi's Levi's • Volkswagen Volkswagen • Converse Converse • Vitamin Water Vitamin Water • Red Stripe Red Stripe http://digiworldhanoi.vn Why These Brands? The formula for success with marketing to Gen Y: 1. Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and easy! 2. Quirky, unique and dorky (Jet Blue and Trader Joe's are both known for being one of a kind shops) 3. Happy employees (people who work at the aforementioned companies say they LOVE their jobs!) http://digiworldhanoi.vn How do you reach Gen Y? • Get to know their values • Respect them • Build a trusting relationship • Communicate with them on their terms [...]... Diversity •Community •Divergency •Acceptance •Respect •Appreciation Decisiveness •Simplicity •Brainstorming •Research •Action •Flow Marketing to Gen Y • Social networking sites (Facebook) • Mash-ups • Extreme sporting events • Gen Y street teams • Partnering with youth oriented companies • Gen Y word of mouth http://digiworldhanoi.vn Marketing Turn-Offs • • • • • • Hype E-mail blasts Push marketing. .. Fax Cold calling Trying to be “hip” http://digiworldhanoi.vn Consumer 2.0 by Mr Youth • Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements • Niche is the New Norm - Consumers 2.0 do not form a mass market They relish in choices and look for products and services that speak to them personally • Bite-Size Communication... and highly relevant messaging in bulk while growing increasingly adept at blocking out noise • Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs • Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and associate with your brand as they see fit • Get the full report at http://MrYouth.com When do you act?... act? “We believe that the time for change is here and now It is time to start leading and stop resisting this generation s efforts and contributions.” -Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold Co-Authors: Millennial Leaders: Success Stories From Today’s Most Brilliant Generation Y Leaders http://digiworldhanoi.vn Thank-you Millennial Leaders http://MillennialLeaders.com http://digiworldhanoi.vn . Communities Marketing to Generation Y Outline • Who is Generation Y? • What does Generation Y most value? • Why is this topic important? • How do you market to Generation. http://digiworldhanoi.vn How do you market to Generation Y? • Simple • Authentic • Hip •Quick •Sustainable http://digiworldhanoi.vn Gen Y s Top 15 Most Loyal Brands • Apple