Marketing to Millennials Top Trends and Ways to Reach This Elusive Group

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Jeff Fromm
Co-Author “Marketing to
Millennials: Reach the Largest
and Most Influential Generation
of Consumers Ever.”
EVP at Barkley, a fiercely
independent ad agency.
Copyright© 2013 by Barkley. All rights reserved.

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Submit questions!
5 people who submit questions
will receive a free book!

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The Definition
of Brand Value
We Knew and Loved
DIED.

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The New Definition of Brand
Value
Brand Value
=
Functional, Emotional & Participative Benefits
Price
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Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.
MILLENNIAL
MINDSET

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To get full access to all the
reports check out my
linkedin profile:
www.linkedin.com/in/jefffromm/

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The Participation Economy

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Creative Excellence
to Content Excellence
CREATIVE
EXCELLENCE
CREATIVE
EXCELLENCE

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“Useful Is The New Cool.”
Write this down...

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So Here Are The Six
Rules:
Engage early adopters of new technology.
Build a listening and participation strategy.
Make them look good among peers.
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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Do You Have a
Tech Roadmap?
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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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QuickTime™ and a
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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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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:
The Beefy Crunch Burrito is Back

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RULE 3:
Make Them Look
Good Among Peers

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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 Michael

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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

Implici
t
Loyalty
Explicit
Loyalty
vs.

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What if you have an iconic
brand with an older core
audience?

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Storytelling
vs.
Storydoing

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www.sharelikebuy.com
ANA DISCOUNT CODE: ANA4SLB

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Sneak Peek for
ANA Members...

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The Millenial Generation
Becomes Parents!
Go to millennialmarketing.com to get a
taste of our newest research and learn
more at our Share Like Buy conference in
September!

6565
THANK YOU
@ jefffromm | jfromm@barkleyus.com | www.sharelikebuy.com

Marketing to Millennials Top Trends and Ways to Reach This Elusive Group

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