Generation

franchise.org

Generation

HOW TO MARKET TO SOCIALLY-ACTIVE

MILLENNIALS VS. BOOMERS

American Millennials:

Deciphering the Enigma

Generation -

A Groundbreaking Study

Reveals the Silver Bullets


GENERATIONAL

SURVEY


Mature & Silent (40 years)

(2 Generations)

Baby Boomers

Generation X

Millennials

1909 – 1946

1946 – 1965

1965 - 1979

1980 - 2000

75 Million

80 Million

46 Million

76 Million


THIS GENERATION

• Four leading psychiatrists agree a

combination of the following spells

possible trouble for the parent as well

as the child:


KIDS = T R O U B L E

• A demanding attitude about money but a

reluctance to work for it

• A righteous attitude, never admitting any

personal faults

• Inability to sustain personal relationships –

drawn more to group experiences


PSYCHIATRIST’S ADVICE

• Dialogue – sometimes very painful – to

establish a new position of belief . Young

people deny they are hostile until their last

breath!

• Have a good understanding and be more

tolerant. Adolescence is, at best, an

extremely disturbing time.


CULTURE

• People Magazine is the country’s leading

“personality magazine”

• Gene Simmons of Kiss is a hot celebrity

• Elton John concerts are sold out

• Sports – men could watch sports on TV all

year long!

• Skateboarding is an obsession

• Kids waste time playing video games

• Ralph Lauren’s fashions are the rage


A 1970 P.T.A. PARENT EDUCATION

PAMPHLET


This Generation


May 1970 vs. May

2011


INTRODUCTIONS

• Who would have thought these

kids, known today as Baby

Boomers, would have turned

out like we did?

• This session is all about you

understanding how to market to the

next great generation – that

generation known as . . .


MILLENNIALS


GET READY TO LEARN

• How Millennial values vary versus older

generations

• Correlations between media consumption

and purchasing behavior

• Trends in restaurant and retail marketing

• How cause marketing can impact your brand

• Use of digital, social & mobile technologies

• Applying this information today

• Getting franchisees to share the costs to

make your brand more effective


SPEAKERS

• Jeff Fromm - Barkley

– Sr. VP – Marketing, Sales & Innovation

• Jack Mackey - Service Management Group

– Chief Evangelist

• Jeremy Siefkas – LocalizeIt Online

– CIO

• Mark Liston, CFE – Glass Doctor

– President


THE ENIGMA GENERATION


WHY SHOULD WE CARE ABOUT MILLENNIALS?

• $200 billion in annual direct spending

• $500 billion in annual indirect spending

• Larger than the Baby Boomer generation

• 3x the size of Generation X

• 80 million members

• Nearly 25% of the U.S. population


STUDY METHODOLOGY FOR YOU STAT GEEKS

• Online random panel sample

• 4,259 Millennials (eligible ages 16-34) and

1,234 Non-Millennials as a comparison

group

• Sample demographics were weighted to

approximate the current U.S. population


WHAT MAKES MILLENNIALS DIFFERENT?

5 big takeaways for you:

1. They consider themselves health fanatics and live a

lifestyle to back it up.

2. Early adopters of technology, but distinct

technographic segments exist.

3. They actively support causes and prefer companies

that do, too.

4. Avid social media participants – more connections

and greater frequency.

5. They consume, and create, more “word of mouth,

mouse and thumb.”


MILLENNIALS CRAVE ADVENTURE


HEALTH, FITNESS & APPEARANCE MATTER


SUCCESS AND STATUS MATTER

Success is a matter of hard work and status is worth paying for


EASILY INFLUENCED BY PEERS


MILLENNIALS AND TECHNOLOGY


MORE LIKELY TO ADOPT NEW TECHNOLOGY

2.5x more likely to be an early adopter


MORE LIKELY TO USE ENTERTAINMENT DEVICES

Non-Millennials tend to use standard devices: basic cell phone, desktop

computer


TV: SNL ON HULU AT 2 P.M. ON SUNDAY

N » 16-­‐34 yr olds: 3,501 | 35-­‐75 yr olds: 1,004


MILLENNIALS AND BRANDS


RETAIL: MILLENNIALS SHOP COLLABORATIVELY

WITH THEIR SMARTPHONE IN HAND

They rely more on input from social circles in making product decisions


RETAIL: MILLENNIALS SHOP DIFFERENTLY

Attitudes, channel preferences and shopping behaviors differ from older

generations

N » 16-­‐34 yr olds: 3,896 | 35-­‐74 yr olds: 1,129


MILLENNIALS VISIT RESTAURANTS TO

SOCIALIZE, TREAT THEMSELVES

Tight schedule and desire for social outlet drive eating out

N » 16-­‐34 yr olds: 954 | 35-­‐74 yr olds: 270


MILLENNIALS SNACK MORE THAN

OLDER GENERATIONS

N » 16-­‐34 yr olds: 954 | 35-­‐74 yr olds: 270


AVID SOCIAL MEDIA PARTICIPANTS


MILLENNIALS VALUE SOCIAL NETWORKING

Social media connections enrich their daily lives

N » 16-­‐34 yr olds: 3,896 | 35-­‐74 yr olds: 1,129


MILLENNIALS HAVE MORE FRIENDS

Number of connections on social networks significantly larger

N » 16-­‐34 yr olds: 3,000 | 35-­‐74 yr olds: 635


THEY EXPECT BRANDS TO

PARTICIPATE IN SOCIAL MEDIA

They seek out brands in social media and value a social media presence

N » 16-­‐34 yr olds: 3,082 | 35-­‐74 yr olds: 660


THEY EXPECT BRANDS TO

PARTICIPATE IN SOCIAL MEDIA

They seek out brands in social media and value a social media presence

N » 16-­‐34 yr olds: 3,082 | 35-­‐74 yr olds: 660


MILLENNIALS INTERACT WITH BRANDS

ON SOCIAL NETWORKS

They “like” brands more often and frequently interact with those brands’ content

N » 16-­‐34 yr olds: 3,082 | 35-­‐74 yr olds: 660


MILLENNIALS INTERACT WITH BRANDS

ON SOCIAL NETWORKS

They “like” brands more often and frequently interact with those brands’ content

N » 16-­‐34 yr olds: 3,082 | 35-­‐74 yr olds: 660


MILLENNIALS CONTRIBUTE AND

CONSUME MORE WEB CONTENT

Millennials outpace non-Millennials on all key usage models

N » 16-­‐34 yr olds: 4,259 | 35-­‐74 yr olds: 1,234


MILLENNIALS CONTRIBUTE AND

CONSUME MORE WEB CONTENT

Millennials outpace non-Millennials on all key usage models

N » 16-­‐34 yr olds: 4,259 | 35-­‐74 yr olds: 1,234


MILLENNIALS AND CAUSE


MILLENNIALS AND NON-MILLENNIALS AWARE

OF DIFFERENT CAUSE CAMPAIGNS

N » 16-­‐34 yr olds: 4,259 | 35-­‐74 yr olds: 1,234


MILLENNIALS BELIEVE THEY CAN MAKE A

DIFFERENCE AND SEEK CORPORATE PARTICIPATION

Personal and brand values matter, but low prices offer temptation

N » 16-­‐34 yr olds: 3,896 | 35-­‐74 yr olds: 1,129


EXPERIENCE ECONOMY


NEW PARADIGMS FOR MILLENNIAL

ENGAGEMENT


CONTINUED TRENDS IN 2012!

• SoLoMo

• Using Online Reviews as Social

Signals

• Going App Crazy

• QR Codes

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11


CONTINUED TRENDS IN 2012!

• Social

Awareness through relevance –necessary today to appeal to and

attract new customers

• Local

Where Search is taking place and Purchases are happening

• Mobile

Up 400% in 2011-plus 74% of shoppers are using mobile phones

to search while they shop

The SoLoMo Revolution: Social Media, Local Search & Mobile Search Collide by Lisa Barone 6/7/2011


CONTINUED TRENDS IN 2012!

• Using Online Reviews as Social

Signals

• A Shift In Buying Behaviors

• Social Brings Accountability

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11


CONTINUED TRENDS IN 2012!

• Going App Crazy

– Apps Help How?

1. Allows customers to be more efficient

2. Helps biz owners to be more efficient

3. Increased efficiency on both fronts leads

to profitability

5 Internet Marketing Trends for SMBs to Watch in 2012 by Lisa Barone 12/12/11


CONTINUED TRENDS IN 2012!

• QR Codes

– Quick Response Codes

– Easy to use

– Coupons/Offers

– Direct Traffic


WOW! THAT’S CONFUSING!

• You’re Joe the new Franchise Owner

– Responsibilities include:

• Hiring/firing, utility bills, payroll, training, estimating,

emergencies, providing for your family, taking out

the trash, insurance, auto repairs, sick employees,

ISR’s, Invoices, sales calls, customer service,

answering phones, broken coffee maker, workers

comp, office signage, accounts payable, bill

collector...and by the way a marketing strategy to

make sure you’re targeting the right customer!


WHICH COULD INCLUDE

• PPC, YP’s, Online YP’s, Newspaper,

Coupons, Groupon, Facebook, Twitter,

Tracking Lines, Local Directories,

Reviews, Magazines, Foursquare, Google

Places, Google +, Mobile Search, Blogs,

YouTube, Yahoo, Bing, Angie’s List,

Service Magic…just to name a few

• For the Bargain price of $8,000/month


BUY-IN FROM ZEES ON BUILDING A

MORE EFFECTIVE BRAND!

• Find, Consult & Hire an Expert

• Educate Zees on what makes up today’s

Search Engine Marketing

– Local Search Optimization & Reviews

– Traditional SEO

– Pay Per Click

– Social Media

– Mobile Search


GLASS DOCTOR

• Glass Doctor Launched New Zee sites

November 2010 from one main Corp site

• Of 275 total sites, over 60% buy-in from

Zees through regional presentations,

online training and continued education-all

at the Zees cost

• Listen to your site & analyze traffic


GLASS DOCTOR


Questions?

More magazines by this user
Similar magazines