kohl's department stores center for retailing excellence keynote speaking event

Jeff FrommCo-Author “Marketing to Millennials: Reach the

Largest and Most Influential Generation of Consumers

Ever.”

EVP at Barkley, a fiercely independent ad agency.

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Copyright© 2013 by Barkley. All rights reserved.

Monday, September 30, 13

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#LetsConnect


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Let’s talk Millennial

expectations.


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#settingthebar


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The Definition of Brand Value

We Knew and Loved

DIED.



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The OLD Definition

Brand Value =Functional + Emotional

PriceΣ


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The NEW Definition of Brand Value

Brand Value =Functional, Emotional & Participative Benefits

PriceΣ


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Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.

MILLENNIAL

MINDSET


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The Participation Economy

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Creative Excellence to Content Excellence


CREATIVEEXCELLENCE

CREATIVEEXCELLENCE

CONTENTEXCELLENCE

CREATIVEEXCELLENCE

CREATIVEEXCELLENCE


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Write this down...

“Useful is the new COOL!”


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So Here Are The Six Rules:

Engage early adopters of new technology.

Build a listening and participation strategy.

Buying into a brand idea is more powerful.

Design a sense of adventure and fun into your brand.

Embrace disruption.

Keep their loyalty.


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RULE 1:

Engage Early Adopters

of New Technology


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Millennials are 2.5x more likely

to be early adopters of new technology

Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.

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RULE 2:

Build a Listening and

Participation Strategy


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One-third of Millennials say they like a brand more when the brand

uses social media


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Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gifCopyright© 2013 by Barkley. All rights reserved.

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http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gif

http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gif

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Taco Bell Joins The Snap Chat Community

Images via TwitterCopyright© 2013 by Barkley. All rights reserved.

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Images via TwitterCopyright© 2013 by Barkley. All rights reserved.

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Taco Bell Shares Secret:Beefy Crunch Burrito is Back


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RULE 3:

Buying into a brand idea

is more powerful than

simply buying a product.


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70% of Millennials are more excited about a decision they’ve made when their friends agree with them.


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Images via Warbyparker.comCopyright© 2013 by Barkley. All rights reserved.

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RULE 4:

Design a Sense of

Adventure and Fun into

your Brand


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69% of Millennials say they consider themselves

adventurous


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RULE 5:

Embrace Disruption


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Meet Mike


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RULE 6:

Keep Their Loyalty


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45% of Millennials will go out of their way to shop at stores

offering rewards programs


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Implicit Loyalty

Explicit Loyalty

vs.


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What if you have an iconic brand with an older core

audience?


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We need to

reevaluate how you

think of ROI.


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CORE OPPORTUNITIES 75%

EMERGING OPPORTUNITIES 20%

5%


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Storytelling

vs.

Storydoing

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THANK YOU


@ JeffFromm | [email protected] | www.ShareLikeBuy.com


mailto:[email protected]

mailto:[email protected]

http://www.sharelikebuy.com

http://www.sharelikebuy.com

kohl's department stores center for retailing excellence keynote speaking event

Education

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millennial mindset8

brand idea

american millennials

new cool

millennials ar

old definition functional

emotionalbrand value