Marketinh

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?
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Who is Generation Y?

Birth years1977-1992
Over 75 million people
Significant world events
Global perspective
Creating change







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What does Gen Y most value?

Freedom
Meaningful work
Living first
Friends
Diversity







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Why is this topic important?









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How do you market to Generation Y?
Simple
Authentic
Hip
Quick
Sustainable

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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

Target
H & M
Levi`s
Volkswagen
Converse
Vitamin Water
Red Stripe
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Why These Brands?
The formula for success with marketing to Gen Y:

Clean + Simple= Hip (no fuss, no muss!) It`s trendy to be simple and easy!

Quirky, unique and dorky (Jet Blue and Trader Joe`s are both known for being one of a kind shops)

Happy employees (people who work at the aforementioned companies say they LOVE their jobs!)
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How do you reach Gen Y?

Get to know their values
Respect them
Build a trusting relationship
Communicate with them on their terms








Development
Training
Experimentation
Voice
Coaching
Feedback





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


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Marketing Turn-Offs
Hype
E-mail blasts
Push marketing
Fax
Cold calling
Trying to be “hip”
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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 Dominates - Consumer 2.0 digests short, personal 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?
“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







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Millennial Leaders
http://MillennialLeaders.com
Thank-you
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