The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials:
* Value social networking and aren't shy about sharing opinions * Refuse to remain passive consumers-they expect to participate in product development and marketing * Demand authenticity and transparency * Are highly influential-swaying parents and peers * Are not all alike-understanding key segments is invaluable.
Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.
Jeff Fromm is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess. Christie Garton is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.
Contents List of Figuresxi Forewordxiii Acknowledgmentsxvii Introduction1 Influential and Active Consumers2 What We Uncovered4 CHAPTER 1 Who Are They?7 The Participation Economy8 The Old Framework vs. the Participation Framework9 Friends Have Influence16 Birth of the "Digital Native"19 Optimistic Despite the -Roller--Coaster Economy20 The Millennial Mindset23 Chapter 1: Key Takeaways27 CHAPTER 2 The New Rules of Marketing to Millennials29 The "What" Generation?30 An Enigma Generation?32 Begin a Relationship Now, If You Haven't Already34 Younger and Older Millennials: A Difference?37 Six Distinct Millennial Segments39 Millennial Guys and Gals47 Chapter 2: Key Takeaways51 CHAPTER 3 Engage These Early Adopters of New Technologies53 The Household CTO55 "I Know More Than My CEO"57 The Mobile Moment of Truth61 Chapter 3: Key Takeaways73 CHAPTER 4 Build a Listening and Participation Strategy75 The Participation Economy81 The "Right" Strategy83 Engagement (New) vs. Interruption (Old)85 Interaction (New) vs. Reaction (Old)90 Engaged Participants (New) vs. Heavy Users (Old)96 Personal Gestures (New) vs. Big Promises (Old)98 Active Cocreators (New) vs. Passive Consumers (Old)100 Chapter 4: Key Takeaways104 CHAPTER 5 Make Them Look Good Among Their Peers107 Hyperconnected and Always On the Go110 Information Hungry112 Gotta Look Good!118 People Care About What I Say, Where I Am, and What I'm Doing120 So What Does This All Mean?122 Chapter 5: Key Takeaways124 CHAPTER 6 Design a Sense of Fun and Adventure127 Market Disrupters Win Big132 Comedy Natives135 Generation Innovation137 The Parent Trap140 Chapter 6: Key Takeaways143 CHAPTER 7 Don't Give Them a Reason to Cheat on You145 The Price Needs to Be Right147 What Ever Happened to Brand Loyalty?149 Up the Fun Factor150 Rewards Work155 Coupons Are King158 Excellent Customer Service Matters, Too159 Take Their Feedback to Heart162 Brands That Care163 Chapter 7: Key Takeaways167 CHAPTER 8 Epilogue169 Keep Up with Technology Trends169 Engage Millennials in Everything You Do170 Strive for Content Excellence172 Good Content Is Key173 No Brand Can Afford to Ignore Millennials175 Notes179 Index193 About the Authors201