marketing to...
TRANSCRIPT
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
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Spending Power
Today
$600 Billion in spending power
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 4
Digital Natives
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 5
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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.
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 7
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: $$$
• Struggling Aspirational
• Income: $
57%
18%
17% 8%
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Top Spending Industries
Top Spending Industries
Top Spending Industries
Top Spending Industries
Millennial Income Ranges $ = $49,000 and under $$ = $50,000 to $99,000 $$$ = $100,000 and up
Perceptions of Millennials
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 11
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
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 12
Nintendo Generation
Perceptions
© 2014 ARI CONFIDENTIAL
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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
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I want it fast, and I want it now
I trust my friends more than “corporate mouthpieces”
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 16
I’m a social creature – both online and offline
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I recognize the need for ads, and am willing to share them
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 18
Source: Yahoo Content Marketing Ingestion Study April 2013
I expect technology to simply work – so make sure it does
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I am looking for adventure and experiences
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Sell the experience, not the product
Let’s Think Like A Millennial
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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.
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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
© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 23
Where
Phase 1
• Facebook’s Dynamic Product Ads
• Use a Retargeting service to recapture interest
and follow them on the web
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• 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
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Phase 2
• Twitter Ads
• 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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Any Questions?
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© 2014 ARI CONFIDENTIAL arinet.com | NASDAQ: ARIS 31