this is your title slide. telegram to twitter generational marketing working lunch diggsgroup all...
TRANSCRIPT
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This is your title slide
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Telegram to TwitterGenerational Marketing Working Lunch
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Rules of engagement
• Text to 214-498-6833
• Goal: PRACTICAL MARKETING ADVICE
• Working session dialogue
• Agenda:– Marketing assumptions– Marketing requirements– Generations review– Generation marketing models
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Telegram to TwitterLearning from Generations Slideshow
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1. _____________________________2. _____________________________3. _____________________________4. _____________________________5. _____________________________6. _____________________________
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You can do this!
• When generational marketing makes sense
• Simplify your marketing effort
• Build creative, innovative solution sources
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Marketing Assumptions
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We are all marketers and responsible for managing our brands
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Marketing Assumptions
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Know yourself
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Marketing Requirements
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Basic marketing modelWin Mindshare to drive results• Core user/brand lover• Product• Frame of relevance• Point of difference• Payoff• Your Story
Marketing Requirements
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Know your audience
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Marketing Requirements
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Building your plans
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Marketing Requirements
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Segmentation used wisely accelerates results
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Marketing Requirements
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Why talk about generations?
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Generations Review
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13DiggsGroup all rights reserved
•Silents (66+) •TRUE BLUE LOYALISTS
•Boomers (47- 65)•PETER PAN IMPULSIVES
•Gen X (35-46) •GIVE IT TO ME STRAIGHT
•Gen Y (18-34)•IT’S MINE AND I WANT IT NOW
Simplifying the generationsGenerations Review
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14DiggsGroup all rights reserved
•Silents 1925-1945 (66+) •TRUE BLUE LOYALISTS
•Boomers 1946-1964 (47- 65)•PETER PAN IMPULSIVES
•Gen X 1965-1976 (35-46) •GIVE IT TO ME STRAIGHT
•Gen Y 1977-2005 (18-34)•IT’S MINE AND I WANT IT NOW
Knowing the generationsGenerations Review
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Silents 1925-1945
15DiggsGroup all rights reserved
TRUE BLUE LOYALISTSSize 35 million
Mindset Honor sacrifice of elders
Defined by: Korean War, Cold War Start, Suburbs, World War II, Elvis
When Buying:•Practical •Brand Loyal•Good value
Generations Review
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Boomers 1946-1964
16DiggsGroup all rights reserved
PETER PAN IMPULSIVESSize 80 million
Mindset SELF FULFILLMENT AND IMPROVEMENT
Defined by Cold War, TV, Kennedy King assassinations, Civil Rights Movement, Beatles, Vietnam War, First moon landing, Woodstock.
When Buying: Want products to save time, increase energy, reduce stress
Generations Review
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Gen X 1965-1976
17DiggsGroup all rights reserved
GIVE IT TO ME STRAIGHTSize 40 million
Mindset CYNICAL, PRAGMATIC, PESSIMISTIC
Defined by •PC revolution, Japan Inc, Watergate, Iran hostage crisis •1970s oil shocks, Rising divorce rates •AIDS, Celebrity focus, grunge music
When Buying:•Want straight talk •Want proof•Not brand loyal
Generations Review
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Gen Y 1977-2005
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IT’S MINE AND I WANT IT NOWSize 75 million
Mindset OPTIMISTIC, INDIVIDUALS THAT LIKE GROUPS, TONS OF FRIENDS (VIRTUALLY), DIVERSE
Defined by Web, dotcom boom and bust, fall of Berlin Wall, soccer moms, Nickelodeon, anime, Monica Lewinsky, 9/11, electronica
When Buying:•Entertainment, retro, flash•Authentic, experience•Tech savvy•Prematurely affluent
Generations Review
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Learning Lab-Seniors
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1. Activity levels2. Fiscal fitness target3. Variety4. Multiple ages
Generation marketing models
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Learning Lab-Boomers
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1. High incomes coming2. Appeal to self actualization:
1. Smart2. Hip3. Sexy4. Valued
Generation marketing models
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Learning Lab-Generation X
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1. Appeal to self reliance1. Speed 2. Info3. Appreciate comfort
2. Provide experiences3. Affordable quality
Generation marketing models
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Learning Lab-Moving with Generations
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1. Uncle Sam Wants You2. Be all you can be3. Army of One4. You made the strong, we’ll
make them Army strong
Generation marketing models
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Learning Lab- Generation Y
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1. Low price2. Fast3. High quality4. Variety
Generation marketing models
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Learning Lab- Generation Y
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1. Techno fueled change2. Word of mouse3. 1,000s of ‘friends’4. Get out there5. Cause interested
Generation marketing models
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Your Challenges
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Telegram to TwitterGenerational Marketing Working Lunch
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