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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.
Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
The New Definition of Brand
Value
Brand Value
=
Functional, Emotional & Participative Benefits
Price
Σ
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Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.
MILLENNIAL
MINDSET
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Marketing to Millennials Top Trends and Ways to Reach This Elusive Group
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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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Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
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The Participation Economy
Copyright© 2013 by Barkley. All rights reserved.
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Creative Excellence
to Content Excellence
Copyright© 2013 by Barkley. All rights reserved.
CREATIVE
EXCELLENCE
CREATIVE
EXCELLENCE
Marketing to Millennials Top Trends and Ways to Reach This Elusive Group
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Copyright© 2013 by Barkley. All rights reserved.
“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.
Copyright© 2013 by Barkley. All rights reserved.
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RULE 1:
Engage Early Adopters
of New Technology
Copyright© 2013 by Barkley. All rights reserved.
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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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Copyright© 2013 by Barkley. All rights reserved.
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RULE 2:
Build a Listening and
Participation Strategy
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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One-third of Millennials say
they like a brand more when
the brand uses social media
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Taco Bell Joins The
Snap Chat Community
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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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Copyright© 2013 by Barkley. All rights reserved.
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RULE 3:
Make Them Look
Good Among Peers
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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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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Copyright© 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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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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69% of Millennials say they
consider themselves
adventurous
Marketing to Millennials Top Trends and Ways to Reach This Elusive Group
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RULE 5:
Embrace Disruption
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Meet Michael
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82,693 25,019 10,087,490
Stats of April 23, 2013Copyright© 2013 by Barkley. All rights reserved.
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RULE 6:
Keep Their Loyalty
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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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
Copyright© 2013 by Barkley. All rights reserved.
@ jefffromm | jfromm@barkleyus.com | www.sharelikebuy.com

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

Notes de l'éditeur

  1. I like to turn things upside to see if that allows me to find “fresh” insights.
  2. Krispy Kreme Video
  3. In 2009, Yelp became one of the first apps to use augmented reality. Augmented reality uses your phone’s camera to show virtual items the real world. With Yelp’s Monocle, you can hold your phone up and survey where you are. The app will respond by giving you reviews for restaurants or other businesses in that area. As you move your phone around, different restaurant/bar/coffee shop locations will pop up. Likewise, on the screen you can read reviews, see how well it was rated, the distance from where you are and what kind of food it is.
  4. This story starts with a DQ employee who tweeted how she wasn’t looking forward to “Free Cone Day” at the DQ where she worked. So, DQ social (barkley) saw that as an opportunity to make sure this one employee had the best day ever. They did so by sending her tweets each hour with funny giffs and videos. By the end of it, she said DQ had made her have the best shift ever.
  5. On April 30th, Taco Bell made an announcement to all of its Twitter followers telling them that they would be joining Snap Chat--a popular Millennial application that allows users to send pictures that self-destruct 10 seconds after the receiver opens it. Taco Bell used it as a way to connect with their consumers on a platform that they frequent. They used Snap Chat to announce the return of the Beefy Crunch Burrito would be returning to its restaurants. The response from followers was huge as they felt they were getting secret, first-hand information before anyone else. Key with Millennials.
  6. Freebirds is a Mexican QSR very similar to Chipotle. On it’s Facebook page, during March Madness, the brand started something called “March Badness” where customers are rewarded for their failed brackets which is a nice change compared to most brands that only reward for winning brackets.
  7. When the video went live, it crashed the DSC server. Once it was back up, Dubin enlisted a team of friends and contractors to help him print labels and pack boxes by hand in a warehouse to fill the 12,000 orders that arrived in the first 48 hours. In the last year, then number of full-time employees has increased to 24; three types of blades are now sold; and a new product called shave butter is sold in addition to razors. Dubin won’t say the company’s revenue or number of subscribers, but had a 9.8 million investment in October from Venrock that expects DSC to compete with Gillette.