What is multi-generational marketing? Everything. Communicating effectively between generations is essential for doing business in the modern world. Navigating between these generations using each group's most effective strategies without overloading your marketing schedule and budget can be difficult and sensitive. How do you begin to understand the intricacies of these groups? How do you develop a strategy and begin to execute it successfully? We can help. Contact 3Fold Communications today to schedule your Multi-Generational Marketing training session!
2. Introduction How do we succeed in today’s market with the additional challenge of generationalcomplexities – the different demands, values and preferences of today’s multi-generational buyers?
4. No More Golden Rule: Try W.I.I.F.M. Give your customers their “gets” Arm yourself with knowledge Apply that knowledge; generationally focus your marketing, advertising and branding efforts…
15. A no hassle “I’ll take care of it” experience will drive Civic loyaltySo they want...
16. Be the purveyor of the ultimate payoff! Think about “delayed gratification” Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself” Tell them – you’ve earned it! YOU can provide the “fruits of their life’s labor”! The dream postponed
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18. Civics attach a “premium” to these “lost traits”- consider them fundamentals that have been lost in today’s fast-paced, techno driven world Take the time to build a face-to-face relationship They are referral builders Give Respect, Loyalty, Honesty
19. Communicate authentically and understand HOW they want to be communicated with Deliver on your promises - The service you provide must be parallel to the marketing promise Use story-telling as a way to reinforce – this is an appreciated way to garner buy-in Give Respect, Loyalty, Honesty
42. Generation X Born 1965 - 1976 a/k/a X’ers, Baby Busters Population = 48 million Original “latchkey” kids
43. GEN X’ers VALUES & PREFERENCES: Fierce Independence Change Techno-literacy Skepticism Work IS “just a job” Need Autonomy
44. Their heroes? No heroes or icons other than – themselves! Much of Gen X has spent a lot of time alone, figuring things out themselves. Why idolize anyone?
63. Generation Y Confident (very strong egos) Optimistic Techno-fused Untraditional – don’t believe “ the clothes make the person” Moral and Civic minded Collaborative and Democratic The Diversity generation Still Skeptical More DIY than X
65. So...Gen Y’ers Want: To be special and unique Important for them to be special, different, not like anyone else It’s uncool to be “cookie cutter” Show your personality and expect them to act like individuals No comparing them to “other customers” Loosen up a little – suits and ties not necessary with this crowd…could actually be a turn off!! Don’t judge a book by it’s cover!
66. So...Gen Y’ers Want: To be guided, not told what to do Guide and lead but don’t tell (democratic nature will be offended) Affirm their confidence and teach them what they don’t know They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS They think they know everything, they like FYI, or “just in case” gentle messages vs. in your face coaching Resist the parenting impulse Boomers and Civics!!
67. So...Gen Y’ers Want: Techno – Savvy Agents! Gen Y will start and finish everything in life on-line No desire for tangible, brick –and-mortar Without internet marketing, you won’t capture the GenY consumer Not just a website The social life is DRIVEN BY the internet Social marketing – Craigslist, YouTube, Linked in, MySpace, Blogging, Twitter Text messaging Life is done with the phone – Pictures, email, web-access phone calls Response is expected IMMEDIATELY
68. So...Gen Y’ers Want: More…. Be a part of the community you serve and “stand for something” Help them get what they want and they will be your social advocates….referrals will come from this group Despite the techno-savvyness and lack of tradition, this group is rooted by the perpetuation of the community, the family and the betterment of things. It’s the fusion of Boomers and X’ers.