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 Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening.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.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Produkt-Hinweis
Fadenheftung
Gewebe-Einband
Maße
Höhe: 236 mm
Breite: 156 mm
Dicke: 25 mm
Gewicht
ISBN-13
978-0-8144-3322-5 (9780814433225)
Schweitzer Klassifikation
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
