Reaching Millennials | Presented by David Jacobs of the Tombras Group
•
5 gostaram•997 visualizações
Reaching Millennials is one of the most sought after audiences today. Millennials are the largest generation since the Boomers.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (13)
Semelhante a Reaching Millennials | Presented by David Jacobs of the Tombras Group
Semelhante a Reaching Millennials | Presented by David Jacobs of the Tombras Group (20)
Mais de AAF Chattanooga
Mais de AAF Chattanooga (8)
Último
Último (20)
Reaching Millennials | Presented by David Jacobs of the Tombras Group
- 2. red bull• comedy central• nielsen colt 45 • walgreens• spam• acura state farm• honda• mtv networks a&e• shaun white• facebook lone star• spike tv• pabst• chevy gartner• espn• pew• ford cornerstone• boston consulting yankelovich• smg• yahoo!
- 3. GEN WHY?
- 4. ages 16 – 34 CONSUMERS WHO ARE THEY?
- 6. 25% of the population
- 7. 25% of online purchases
- 10. 53% of 18-49 year-old buying demo
- 11. will soon be buying 40% of cars sold in u.s.
- 13. housing – taxes& rent: $33.4b healthcare – insurance: $9.2b education – loans: $6.3b THE THREE BIGGIES ARE BIGGER
- 18. “HOW CAN WE BE DIFFERENT? moving from a culture of “me” collective group power defines behavior grew up being marketed to don’t trust advisors success ≠ not luxury items relationships & life values wevolution peer approval balanced life
- 19. what’s right stressdoing the right thing human warmingreconnection with people groups, clubs,restaurantsreasons to get together EMERGING TRENDS
- 21. TOP STORES 1. urban outfitters 2. american apparel 3. walmart 4. kohl’s 5. forever 21 6. express 7. american eagle
- 23. SHOPPING TRENDS they vote with their dollars they like social shopping they are frugal when they buy something, they’re actually endorsing it it’s an adventure with friends& family, more than half share info they want low prices
- 25. WOULD YOU RATHER BUY... cool experiences: 80% cool products: 20%
- 35. HOW DO WE REACH THEM?
- 36. you could talk to them...
- 37. “our team decided that we wanted to really understand millennials and build food and beverages for the next generations. so, they went out and they lived and they shopped with millennials and they ate with them and they cooked with them. they went to pop-up bars; i couldn’t get them to come back to work. it was really something. but listening to the consumer and getting inspired by what the consumer needs before they know they want it is a big spur for innovation.” denise morrison – ceo
- 39. INDIE MUSIC 20% higher online music usage + strongly value discovery + crave authenticity
- 43. text 32% in-person 28% facebook 22% cell call 11% email 6% myspace 1% PREFERRED PERSONAL COMMUNICATIONS
- 46. 4/5 hours every day spent online
- 47. TECH-EYED WORLDVIEW instant& nonverbal4x more like to respond to text than voicemail, voice usage down digidentityonline ids establish identity & demonstrate social currency share the world through socialalways connected so moments can be posted& shared immediately
- 50. WHAT THEY’RE DOING on average 4 hours a day 1. play games 2. browse the web 3. text& chat 4. download apps 74% more than an hour a day women: 132 / day – men: 94/ day most have 25 apps data usage has tripled
- 51. FOMO
- 52. SOCIAL • highest penetration of any group • 12-17 year-olds highest subgroup • teen girls use twitter 2x more • aas 3x as likely to use twitter • 60% have 1 account: facebook
- 53. WHAT THEY’RE DOING 1. i.m.s & chats 2. comments on friends’ posts 3. posting status updates 4. posting photos& videos 5. sending private messages 6. tagging people in posts 7. playing games
- 57. TEENS ARE FLOCKING TO TWITTER use doubled in past year slightly older lower household incomes less than $50k per year
- 58. “...i love TWITTER, it’s the only thing i have to myself cause my parents don’t have one...” “...FACEBOOK is like shouting in a crowd. TWITTER is like speaking in a room...”
- 59. 2o million photos per day 4o million photos per day
- 62. TRIBAL VIEWING email phone text social nets i.m.& chat blogs
- 63. DURING THE BIG GAME text 62% facebook 57% twitter 22% i.m. 8% google+ 6%
- 65. t.v. viewing on game consoles tripled–3% to 9%
- 67. ENTERTAINMENT SOURCES online viewingvs. tv internet radiovs. terrestrial radio...? magazinesvs. newspapers booksvs. e-readers web videosvs. music videos
- 71. GEICO #1
- 72. 60% drop in past year 24 hours vs. 33 7% readership light overtaking regular 52% have only wireless 18% decrease in past five years 70% own a laptop 11% fewer drivers under 30 WHAT THEY’RE NOT BUYING email tv newspapers beer landline phones cigarettes desktop computers cars
- 73. WHOA, WHERE THE CAR BRANDS? none made any of the top 10 lists
- 75. WHAT THEY WANT 1. efficiency not speed 2. customization not horsepower 3. connectivity not upholstery
- 76. • gm hired a 31-year-old from p&g • ford partnered with zipcar, silicon valley site • kia warped tour, myspace, spotify • chevy working with mtv scratch • toyota music & documentaries • audi sponsoring marvel films WHAT CAR BRANDS ARE DOING
- 82. THE GOOD NEWS...
- 83. THEY LIKE ADVERTISING only 3% consider it boring 94% use it to guide them
- 84. • it should be a good way to learn • will listen if new& different • could be more content we crave • if we see could info–we share it THE AD AGREEMENT
- 85. • average of 408 contacts • 80% can be instantly messaged • offline can go viral online • 74% call themselves influencers THE “SPHERE OF SWAY” they are the buzzmasters
- 86. IT KEEPS THEIR CONTENT FREE
- 87. • trident more emotional, intangible benefits • burt’s bees first spinoff with güd • denny’s always open • frito-lay touting natural ingredients • harley davidson realism WHAT SOME BRANDS ARE DOING
- 88. WHAT SOME MEDIA IS DOING
- 90. “We’ve embarked on a pretty massive transformation of the brand, overhauling everything we were doing in programming and marketing as we said goodbye to generation x and embraced the millennials.” “We’ve embarked on a pretty massive transformation of the brand, overhauling everything we were doing in programming and marketing as we said goodbye to generation x and embraced the millennials.”
- 93. THE BAD NEWS...
- 95. 75% RE: BRANDS & FACEBOOK 12% are okay befriending them 28% say should just listen& react 50% say shouldn’t be using social
- 96. out of the 75% who like a page, 69% rarely or never return PRESSURE OF “THE LIKE” only 15% visit a page they like weekly
- 97. › make them do something › give something back to them KEEPING THEM ENGAGED
- 98. FINAL THOUGHTS
- 99. WHO DO YOU LOOK UP TO?
- 100. 4: mom & dad
- 101. 8
- 102. WHATWOULD YOUGIVEUP?
- 103. 68% SOCIAL SOCIAL or FRIENDS & FAMILY?
- 104. TV or SOCIAL? 73% TV
- 105. INTERNET or SEX? 33% SEX
- 106. - early adopters of technology - avid social media users - desire for adventure - health fanatics - actively support causes - humor - stunts - local - secrets REMEMBER