Kohl's Department Stores Center for Retailing Excellence Keynote Speaking Event

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.

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Copyright© 2013 by Barkley. All rights reserved.
Monday, September 30, 13

#LetsConnect

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Let’s talk Millennial
expectations.

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#settingthebar
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The Definition
of Brand Value
We Knew and Loved

DIED.
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The OLD Definition
Functional + Emotional

Brand Value = Σ
Price

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The NEW Definition of Brand Value

Brand Value =

Σ

Functional, Emotional & Participative Benefits

Price

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MILLENNIAL
MINDSET

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Images via respective sites.

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The Participation Economy

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Creative Excellence
to Content Excellence

CREATIVE
EXCELLENCE

CREATIVE
CREATIVE
EXCELLENCE
EXCELLENCE

CONTENT
EXCELLENCE

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Write this down...

“Useful is the new COOL!”

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So Here Are The Six Rules:
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Engage early adopters of new technology.

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Build a listening and participation strategy.

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Buying into a brand idea is more powerful.

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Design a sense of adventure and fun into your brand.

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Embrace disruption.

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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

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.

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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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Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gif

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Taco Bell Joins The
Snap Chat Community
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Images via Twitter

Taco Bell Shares Secret:
Beefy Crunch Burrito is Back
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Images via Twitter

RULE 3:
Buying into a brand idea
is more powerful than
simply buying a product.

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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.com

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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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Images via Freebirds Facebook Page

RULE 5:
Embrace Disruption

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Meet Mike

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1
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82,693

25,019

10,087,490

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Stats of April 23, 2013

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

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vs.

Explicit
Loyalty

Implicit
Loyalty
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Image via southwest.com

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

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We need to
reevaluate how you
think of ROI.
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5%
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EMERGING OPPORTUNITIES

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20%

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CORE OPPORTUNITIES

75%

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6
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Storytelling
vs.
Storydoing
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THANK YOU
@ JeffFromm | JFromm@barkleyus.com | www.ShareLikeBuy.com

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Kohl's Department Stores Center for Retailing Excellence Keynote Speaking Event

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