Marketing to Generation Y

June 4, 2008 Intuit CommunitiesMarketing to Generation Y... • What does Generation Y most value?. • How do you market to Generation Y?. Who is Generation Y?•Birth years1977-1992 •Over 75

June 4, 2008 Intuit Communities

Marketing to Generation Y

• Who is Generation Y?

• What does Generation Y most value?

• Why is this topic important?

• How do you market to Generation Y?

• When do you act?

Who is Generation Y?

•Birth years1977-1992

•Over 75 million people

•Significant world events

•Global perspective

•Creating change

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What does Gen Y most value?

•Freedom

•Meaningful work

•Living first

•Friends

•Diversity

Why is this topic important?

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How do you market to Generation Y?

•Simple

•Authentic

•Hip

•Quick

•Sustainable

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Gen Y’s Top 15 Most Loyal Brands

• Apple

• Trader Joe‘s

• Jet Blue

• In N Out

• Ben N Jerry's

• Whole Foods

• Adidas

• American Apparel

• Target

• H & M

• Levi's

• Volkswagen

• Converse

• Vitamin Water

• Red Stripe

Why These Brands?

The formula for success with marketing to Gen Y:

1 Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and

easy!

2 Quirky, unique and dorky (Jet Blue and Trader Joe's are both

known for being one of a kind shops)

3 Happy employees (people who work at the aforementioned

companies say they LOVE their jobs!)

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How do you reach Gen Y?

•Get to know their

values

•Respect them

•Build a trusting

relationship

•Communicate with

them on their terms

•Training

•Experimentation

•Voice

•Coaching

•Feedback

•Community

•Divergency

•Acceptance

•Respect

•Appreciation

•Simplicity

•Brainstorming

•Research

•Action

•Flow

Marketing to Gen Y

• Social networking

sites (Facebook)

• Mash-ups

• Extreme sporting

events

• Gen Y street teams

• Partnering with youth

oriented companies

• Gen Y word of mouth

Marketing Turn-Offs

• Hype

• E-mail blasts

• Push marketing

• Fax

• Cold calling

• Trying to be “hip”

Consumer 2.0 by Mr Youth

• Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant

messaging from peers over marketing speak and celebrity endorsements

• Niche is the New Norm - Consumers 2.0 do not form a mass market They relish in

choices and look for products and services that speak to them personally

• Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and

highly relevant messaging in bulk while growing increasingly adept at blocking out noise

• Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they

find useful in their lives over manufactured marketing needs

• Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and

associate with your brand as they see fit

• Get the full report at http://MrYouth.com

When do you act?

“We believe that the time for change is here and now It

is time to start leading and stop resisting this

generation’s efforts and contributions.”

-Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold

Co-Authors: Millennial Leaders: Success Stories From Today’s Most

Brilliant Generation Y Leaders

Millennial Leaders http://MillennialLeaders.com

Thank-you

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