GENERATIONAL MARKETING STRATEGIES AND TACTICS FOR ENGAGING DIFFERENT GENERATIONS GENERATIONAL MARKETING LMA MIDWEST CONFERENCE OCTOBER 23, 2014 HEATHER.

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LMA MIDWEST CONFERENCEOCTOBER 23, 2014

H E AT H E R M O R S E | D I R E C T O R O F M A R K E T I N G | H I N S H AW & C U L B E RT S O N L L P

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G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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WHO AM I?

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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GENERATIONS TIMELINE

Silent• 1925-1942• Depression• Cautious

Boomer• 1946-1964• 79 million• Idealism• Experience

GenX• 1965-1982• 51 million• Culture• Entrepreneurial

Millennial• 1985-2000• 75 million• Mobile• Collaborative

Swipe• 2000-present

• Video• Accessible

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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Not retiring

Entitlement

Live for today; don’t have to worry about tomorrow

Individualistic

BOOMERS: WHAT MAKES THEM TICK?

C H A R A C T E R I S T I C B E H AV I O R

“Eat what you kill” mentality Not client-team oriented No sharing of originationShort-term mentality Little-to-no planning

All attorneys treated the same Lock step pay and promotion Resentment between service partners and rainmakers

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

Hoarding business they should be passing down

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Peer-focused

Tolerance for risk

Self-reliant

Independent

GENX: WHAT MAKES THEM TICK?

C H A R A C T E R I S T I C B E H A V I O R

Entrepreneurial Do it themselves Do not ask for assistance

Not necessarily concerned with making partner Prefer candor and honestyAmbitious and willing to try new/different things

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

Collaborative (group pitches, client teams, shared originations)

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BOOMER BACKLOG – AMLAW 100

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LAWYER DEMOGRAPHICS – AMLAW 200

3 14 88 899

6410

12720

17337

32576

17541

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20's 40's 50's 60's 70's 80's 90's 00's 10's

Total

Total

ALM Legal Intelligence

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AMLAW 100 V. CEO V. GC

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AmLaw 100 Fortune 100 CEO Fortune 100 GC Nasdaq CEO Nasdaq GC

Silent

Leading-Edge Boomer

Trailing-Edge Boomer

GenX

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IN THE WORKPLACE

Ernst & Young Generations Survey

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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PREFERENCES

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

B O O M E R S G E N X

How they process information

• Prefer face-time• Phone• Structured

networking

• Prefer email, voice mail, some social

Purchasing influencers

• Ratings and reviews • Personal referrals• Peer

recommendations

Tailor your message by

• Testimonials• Link messages to

visions, mission, values

• Direct, casual messages

• Utilize multiple platforms

Delivery devices • Smart phones• Tablets

• Smart phones• Tablets• Short videos

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REWARD, RECOGNIZE & ENGAGE

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

S I L E N T

B O O M E R

• Seniority

• “Experience”• Give them opportunities to lead• Rankings matter

G E N X

M I L L E N N I A L S

• Merit vs. seniority• Don’t defer technology• Be flexible in scheduling• Emphasize results over process

• Contribution

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CONCLUSIONS & KEY TAKEAWAYS

• Generations defined not by age but by markers

• Know your firm’s attorneys

• Know your firm’s clients

• Multi-platform communication is key

• Prepare for the change

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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RESOURCES & REFERENCES• Engaging a Multi-Generational Workforce: Practical Advice for Government

Managers, IBM Center for the Business of Government, 2011

• Generational Marketing, Jeanniey Mullen, Founder, YellowBean LLC, former-CMO, Zinio – LMA-LA Continuing Marketing Education Conference, September 2013.

• Generations at Work: A War of Talents, Steelcase Knowledge Paper, January 2009.

• I Would Die 4 U: Why Prince Became an Icon, Touré.

• Rocking the Ages: The Yankelovich Report on Generational Marketing, Ann S. Clurman, J. Walker Smith.

• Talking About Whose Generation? Why Western generational models can’t account for a global workforce, Deloitte.

• The O'Shea Report: Generations at Work- The difference between Baby Boomers and Gen Y (Youtube video)

• Younger managers rise in the ranks, Members of each generation: perceived characteristics, Ernst & Young, 2013.

G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D

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QUESTIONS?

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Heather MorseDirector of Marketing, Hinshaw & Culbertson LLP213.614.7382HMorse@mail.hinshawlaw.comLegalWaterCoolerBlog.com

Jonathan FitzgarraldChief Marketing Officer, Greenberg Glusker LLP310.785.6864JFitzgarrald@GreenbergGlusker.comBADfortheBRAND.com

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