The presentation discussed 4 key customer groups - Baby Boomers, Generation X, Generation Y/Millennials, and women - and how to effectively market to each. It emphasized that women influence over 80% of household purchases and control large portions of spending. The concept of "Sheconomics" was introduced, highlighting the economic opportunities in marketing directly to women. Overall, the presentation argued that understanding differences in customer groups, especially generational and gender differences, is crucial for businesses to connect with tomorrow's customers.
1. Marketing of The Future, Sheconomics
Becca Saef, Communication Coordinator, GPCA
2. Agenda –
1 Define your customer base.
2
How do you reach your customer
base?
3 Summary and Q&A
3. Customer 1
• I value security, comfort and familiarity
• Status and social standing are important to me
• I have evolved along with technology, I use technology every day
• I am financially stable
• Not brand loyal
• I love a good deal
• I am part of the least targeted customer group
• I want to know how my family will benefit from the product or service
4. Customer 2
• I came of age during technological innovations
• I am independent and resourceful
• I am well educated
• I want information on the things I purchase
• I respond well to advertising, traditional and digital
• I am brand loyal
• I want products that are useful, and functional
• I am looking for a good value
• I desire open communication when it comes to learning about a product
or service
• I take affordable quality into account, over prestigious products or
symbolism associated with owning a certain product
• I have a desire to provide for my family and keeping them healthy
5. Customer 3
• Your ads don’t heavily influence me
• I will read reviews and blogs about your company before giving you
my business
• I value honesty and authenticity in a company
• I am technologically wise, therefore I am an “informed” shopper
• I want to find you on social media, engage with you online
• I am not always brand loyal
• There are so many ways to reach me (take advantage of them)
• I want to see how your company gives back to the community
• I desire instant gratification and outcomes
• I am heavily influenced by my peers, and I can also heavily influence
the generations that have come before me
• I like products/services made just for my specific needs
6. Customer 4
• I control about 80% of spending in the United States
• I influence 95% of all household purchases
• I am educated and informed
• I want to make sure services and products I purchase are safe for my
family
• I am the one seeking a pest control professional’s services
• I am doing the majority of the research, shopping, and comparing when
a service/product is needed for my family
7. I am "The Customer." Am I too
hard on you? No! Because you
need to take a good hard look at
me today, to be able to learn the
answer to this pressing question
–
"Will Tomorrow's Customers Be
Yours?"
Who am I?
8. Sound Familiar? It's all too
true.
Today's customer is definitely more demanding than ever.
And any pest management company who wants to
ensure the future success of their business can figure that
they must take a good hard look at today's customers in
order to be able to anticipate what it will take to be able
to win the business of the customer of the future.
11. • Take a few minutes to read the 10 statements I have supplied for you on the
worksheet at your seat. Check agree or disagree. Feel free to make
comments/notes in the far right column. We will then have a discussion
about your responses!
Anticipation Guide
12. We all want the same things…
• Increase revenue
• Grow our customer
base
• Increasing brand
awareness
• Molding your brand
• Expanding into new
markets
13. 13
Who is the customer?
Generational
• Baby Boomers
• Generation X
• Generation Y
Gender
• Women
• Men
Family Dynamics, Single
Families
• Single Income
Families
• Double Income
Families
• Singles and
roommates
Customer
Breakdow
n
14. Baby Boomers (1946-1964)
Baby Boomers have the largest population of
any generation. They remain one of the most
overlooked marketing sweet spots at this time.
Boomers are less brand loyal than the younger
generations, severely less advertised to, and
financially secure. Baby Boomers are a hidden
gold mine waiting there for you to utilize
during your next marketing campaign.
Targeting boomers is simple, check out these 4
tips to help you in your next campaign!
15. Marketing to Baby Boomers
Tip 1
DO NOT call them
“Old”
• Words to avoid:
Elderly, Senior,
and aged
Tip 2
Help them keep
their eye on the
prize
• Avoid confusing
words and fonts
• Keep things
simple and easy
to read, for
everyone
Tip 3
Remember they
are the “Me”
generation
• Keep the focus
on them, actively
engage them
online
• Provide
excellent
customer
service,
anticipate their
questions and
prepare
responses
Tip 4
Maintain trust and
keep promises
• Tailor your
delivery for
boomers,
keeping the
information easy
to understand
and easily
accessible
• Follow through
with your
guarantee'sBad Good
16. Generation x (1965-1980)
X, often referred to as the forgotten
generation. They are the third largest in
comparison to Baby Boomers and
Millennials, but they have the most
spending power. According to a study
performed by the Shullman Pulse, Gen
X’ers can be broken into two groups:
“Upscale” and “Mass Market”. The
“Upscale” group either have an annual
income of more than $250,000 or a personal
net worth of $1 million. The “Mass Market”
group who don’t fit the “Upscale” profile
on average still have higher incomes than
the boomers and millennials.
17. Marketing to Generation X
Be very clear
about your offer.
Don’t give them
reasons to be
skeptical.
Give suggestions
not rules. Show
them some things
they might like and
let them figure out
which works best
for them.
Celebrate their
diversity. Avoid
references to heritage
and tradition.
Give lots of details
so it doesn’t look
like you are trying
to hide anything.
Offer a solid
risk aversion
plan.
18. Generation Y (Millennial, 1980-1995)
The Millennials. The biggest target for
marketers all across the world. Millennials
make up 25% of the United States population.
Currently Millennials make up 21% of
consumer discretionary purchases, which is
estimated to be over a trillion dollars in direct
buying power and a huge influence on older
generations. Almost 50% of Millennials would
be more willing to make a purchase from a
company if their purchase supports a cause.
19. Marketing to Generation Y (Millennials)
FACEBOO
K
TWITTE
R
YOUTUB
E
Social Media is a FREE marketing
tool
88% 59%
GOOGLE+
69% 72%
The percentages of Millennials using these platforms are astronomical. Take
advantage of them!! Everyone has the ability to use these numbers in their favor. The
beauty of social media is that the smallest of companies have the same access to it as
the largest of companies.
21. Family Buying Habits
• Individual members of families often serve
different roles in decisions that ultimately
draw on shared family resources. Some
individuals are information
gatherers/holders, who seek out
information about products of relevance
• Influencers do not ultimately have the
power to decide between alternatives
(children)
• The decision maker(s) have the power to
determine what is purchased and when
22. Singles and Roommates Buying Habits
• Easier for singles and roommates to decide on things they
want
• Singles tend to spend while married or families tend to save
24. Relating to Female Customers and Employees
WOME
N
RULE.• Group Word Activity
25. Why Sheconomics?
• Men and women are different!
– What they want
– How they want it
– What gets their attention
It’s important to understand
the differences and apply it
to our marketing strategy.
27. Then
• Most women worked solely as nurses and
teachers, jobs that were mean for women…
• A 1936 poll in Fortune magazine asked,
"Do you believe that married women
should have a full time job outside the
home?" Only 15 % of the respondents
approved, while 48 % disapproved, with
the remaining 37 % giving it conditional
approval.
• It was said women shouldn’t take jobs
away from men
Now
• More women than ever are working full-
time
• More moms are out in the work force
• Women have the freedom to take
whatever career path that they want
• Women have a voice in their homes, help
make big financial decisions
The working Woman: Then vs. Now
30. She’s not just this…
The Truth About Women
She’s also this… Making her this…
31. The Truth About Women
Women buy or influence 83-85% of all consumer
goods.
Home Furnishings…….94%
Vacations……….92%
Consumer Electronics…..51%
Cars…….60%
Health Care……..80%
• They have sole or joint ownership of 91% of
all homes.
• Females buy 61% of all home improvement
products.
33. Her Influence
American Women’s
Economy
• Accounts for over ½ of
the US GDP……about
$7 trillion dollars.
• Women bring in ½ or
more of the income in
majority of households.
• Largest “national”
economy on earth,
larger than the entire
Japanese economy
34. Her Influence
Women represent the majority of
the online market.
• 22% shop online at least
once a day
• 92% pass along
information about deals
or finds to others
• 171 average contacts in
their e-mail
• 76% would be part of a
special or select panel
• 58% would toss TV if
they had to get rid of
one digital device—only
11% would ditch laptop
35. • Women are twice as likely to
spearhead the pest control
decision making process – from
research, to hiring and rehiring a
company.
• The gravity of a pest problem is
more likely to prompt females
(71% women vs. 62% males) to
use professional pest services.
What Does This Mean for Us?
36. What does this mean for us?
• 29% of women are more likely
than men to feel the risk from
pests have increase
• Of a survey of regular
professional pest control
users, women were more
likely to mention they can not
tolerate pests in and around
the home (62% women vs.
42% men)
37. What does this mean for us?
• As women continue to join the
workforce, we will no longer define
families through gender roles
– With women spending less time
at home, families need more services
38. Time Famine: Working more
hours and committing to more
family and community obligations
Less time for housework and
home maintenance
Brand loyalty will help reduce shopping time
Consumers on a constrained time budget will likely:
• Favor small shops over large ones
• Spend less time comparing prices
• Use technology to reduce transaction time
• Patronize businesses that make life easier
Time is a Precious Commodity
39. Marketing To Women
1. There is no “women’s market”; there’s
your women’s market.
2. You don’t have to create a different
brand!
3. Communicate value instead of listing
features.
4. Understand that she is ALWAYS
watching!
5. Respect her.
6. Be willing to commit.
7. Build relationships
40. Marketing to Women: By the numbers
80% would
solidify their
brand loyalty.
91%
80%
79%
91% of women
in one survey
said that
advertisers
don’t
understand
them.
79% of
women
would try
your
product or
service if
asked.
41. Because?
This is an opportunity because….
• Keepers of the household checkbook
• Holders of the primary credit card
• Fastest-growing segment of home buyers
• Purchasers of two out of three new cars
• Controllers of the finances in 53% of U.S. households
• Majority (51%) of the U.S. population
• Achievers of 57% of the college degrees
• Decision-makers concerning 80% of household purchases
42. Common Shopping tendencies of
woman
More careful shoppers
More health conscious
More security conscious
More concerned with aesthetics
Tend to make family health
decisions
Resent demeaning messages
43. Going Green: Different percentages of men and
women
No Pesticides
- Male (35%)
- Female (45%)
Pesticides applied precisely
- Male (36%)
- Female (37%)
Minimal disruption to landscaping/lawn
- Male (34%)
- Female (38%)
Lower volume of
pesticides
- Male (30%)
- Female (37%)
What does “green” mean to you, in terms of pest
control?
44. Going Green: From a woman's
perspective
• More likely than men to value
“green” features in a product,
service or organization
• Nearly 50% of women say they
want more “green choices”
• More likely to believe pest control
can be “green”
• Most importantly, more willing to
pay a premium for green pest
control services!
• Solving their problem is still key!
45. Keep in Mind
• Once you’ve got her,
don’t let her slip away!
• Keeping customers is
cheaper than buying new
ones
• It will cost you 4-6 times
more to acquire a new
customer if you cant
retain an existing one
• Satisfied female customer
has a “customer
multiplier effect” far
beyond her own
purchases
47. • The two most important words
when building your brand =
CUSTOMER SERVICE
• My personal experience-
Example
• 69% of customers will switch
companies if they receive bad
service
• If your service is bad, they will tell
seven to thirteen people
– They may tell four to five
people if your service is good
• And, they’ll continue to discuss it
for up to 23 years or longer for
women!
Good Customer Service & The Reality of Bad
Service
48. Today’s Consumer & Professional Pest
Control
• 72% of homeowners surveyed agreed that
professional pest control companies provide a
valuable service.
• Research conducted by the NPMA since 1998 has
shown that homeowners possess an overall positive
attitude towards the professional pest control
industry.
– 59% of professional pest control customers felt
positive about the industry.
– Less than 10% of total homeowners (users &
non-users) surveyed had negative feelings
towards the professional pest control industry.
50. Summary cont.
• Will tomorrow’s customers be yours?
• Have you considered “SHECONOMICS?”
• Economic opportunity #1—WOMEN
• Earth’s largest economy, opportunities all around!
• We should be aware of women’s buying power.
• Customer Service is important!
• External and internal marketing approach may be different
than in years past.
• You don’t have to be a female mind-reader just be aware!
I am going to get into why women rule. Majority of your customer base, is women. This part of the presentation will give you a better idea on how to market to women.
Give introduction to video, why is this important?
Source: Marketing to Women by Martha Barletta
Marketing to Women Quick Facts-She-conomy
Maybe make into two slides
Source: 2005 and 2010 NPMA Research on Pest Control Attitudes and Usage conducted by
International Communications Research, EVEolution, Faith Popcorn and Marketing to Women.
Source: 2005 and 2010 NPMA Research on Pest Control Attitudes and Usage conducted by International Communications Research, EVEolution, Faith Popcorn and Marketing to Women.