women's jewelry association - in the know 2012 - ben smithee
TRANSCRIPT
Let�’s Talk Gen Y
A simple question
2 Specific Goals
Who the heck is this guy....and why do I care??
Why Gen Y?
Who are they?
Defined by Unity
A Look at Gen Y
Percentage of Millennials that have made a purchase using their smartphone?
(A)17%
(B)28%
(C)41%
Percentage of Millennials that have made a purchase using their smartphone?
(A)17%
(B)28%
(C)41%
What % of Gen Y that have tattoos?
(A)24%
(B)39%
(C)51%
What % of Gen Y that have tattoos?
(A)24%
(B)39%
(C)51%
What % of Gen Y have voted on American Idol?
(A)6%
(B)19%
(C)37%
What % of Gen Y have voted on American Idol?
(A)6%
(B)19%
(C)37%
What % of Gen Y Americans ages 25-29 have never been married?
(A)15%
(B)31%
(C)55%
What % of Gen Y Americans ages 25-29 have never been married?
(A)15%
(B)31%
(C)55%
...in 1960 the percentage was 15%
What % of Millennials say word-of-mouth influences their purchases more than TV
ads??
(A)26%
(B)36%
(C)48%
What % of Millennials say word-of-mouth influences their purchases more than TV
ads??
(A)26%
(B)36%
(C)48%
What % of Millennials say marriage is becoming obsolete??
(A)11%
(B)28%
(C)44%
What % of Millennials say marriage is becoming obsolete??
(A)11%
(B)28%
(C)44%
What does Gen Y want?
The Guessing Game
The Guessing Game
fun for parties.....bad for business!
Culture vs. Strategy
Tell Motivate Connect Engage
Functional Benefits Emotional Cultural
Why vs. What
Gen Y will often forget what you say or do, but they will tell others about how you
made them feel
Hyper-Connected World
Hyper-Connected World
Hyper-Connected World
Hyper-Connected World
> 90%
Hyper-Connected World
Hyper-Connected World
< 50%
Hyper-Connected World
Hyper-Connected World
Hyper-Connected World
Hyper-Connected World
Over 100 Million Web-enabled devices this year....without a TV launch
The Social Ecosystem
The Social Ecosystem
The Social Ecosystem
The Social Ecosystem
The Social Ecosystem
The Social Ecosystem
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
The Evolution of Search
Generational Dispersion of Information
In the new social ecosystem, it�’s not always the best product/service that wins...it�’s the best experience that is
easiest for me to share with my friends...
Keys to Success
Keys to Success
Keys to Success
Create Cultural Connectivity
Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
Continuous Research
Keys to Success
Create Cultural Connectivity
Focus On Why - Tell Your Story
Don�’t Fear Digital
Continuous Research
Potential to Pivot
SS
C
You�’re not alone....
You�’re not alone....
Stylitics
Clothia SS
Stylebook
C
Clothapp
TheFancy
PolyvorePinterest
FashismGoTryItOn
Svpply
Wanelo
Lyst
Pose
Snapette
It�’s not about being interesting...it�’s about being interested
Trial and error works great for marketing...
but it sucks when it comes to making promises!
If you want to build a bigger brand...make bigger promises, and
keep them!
�“ I think this is the beginning of a beautiful friendship �”
Ben SmitheeChief Executive [email protected] - @SpychResearchFacebook.com/BenjaminSmitheeLinkedin.com/in/BenjaminSmithee