1 Jeff Fromm Co-Author “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever.” EVP at Barkley, a fiercely independent ad agency. Copyright© 2013 by Barkley. All rights reserved.
May 09, 2015
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Jeff FrommCo-Author “Marketing to
Millennials: Reach the Largest and Most Influential
Generation of Consumers Ever.”
EVP at Barkley, a fiercely independent ad agency.
Copyright© 2013 by Barkley. All rights reserved.
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Submit questions!
5 people who submit questions will receive a free
book!
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The Definition of Brand Value
We Knew and Loved
DIED.Copyright© 2013 by Barkley. All rights reserved.
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Copyright© 2013 by Barkley. All rights reserved.
The New Definition of Brand Value
Brand Value =
Functional, Emotional & Participative Benefits
PriceΣ
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MILLENNIAL
MINDSET
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The Participation Economy
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Creative Excellence to Content Excellence
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CREATIVEEXCELLENCE
CREATIVEEXCELLENCE
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“Useful Is The New Cool.”
Write this down...
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So Here Are The Six Rules:
Engage early adopters of new technology.
Build a listening and participation strategy.
Make them look good among peers.
Design a sense of adventure and fun into your
brand.
Embrace disruption.
Keep their loyalty.
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RULE 1: Engage Early
Adopters of New Technology
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Millennials are 2.5x more likely
to be early adopters of new technology
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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Do You Have a Tech Roadmap?
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RULE 2: Build a Listening andParticipation Strategy
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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One-third of Millennials say they like a brand more when the brand
uses social media
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Taco Bell Joins The Snap Chat Community
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Taco Bell Shares Secret:The Beefy Crunch Burrito is
Back
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RULE 3: Make Them Look
Good Among Peers
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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70% of Millennials are more excited about a decision they’ve made when their friends agree with them
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RULE 4: Design a Sense of
Adventure and Fun into your Brand
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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69% of Millennials say they consider themselves
adventurous
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RULE 5: Embrace Disruption
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Meet Michael
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82,693 25,019 10,087,490
Stats of April 23, 2013Copyright© 2013 by Barkley. All rights reserved.
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RULE 6: Keep Their Loyalty
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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.Copyright© 2013 by Barkley. All rights reserved.
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45% of Millennials will go out of their way to shop at stores offering
rewards programs
Implicit
Loyalty
ExplicitLoyalty
vs.
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What if you have an iconic brand with an older core
audience?
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Storytelling
vs.
Storydoing
Storytelling
vs.
Storydoing
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Sneak Peek for ANA Members... Sneak Peek for
ANA Members...
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The Millenial Generation Becomes Parents!
The Millenial Generation Becomes Parents!
Go to millennialmarketing.com to get a taste of our newest research and learn more at our Share Like Buy
conference in September!
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THANK YOU
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@ jefffromm | [email protected] | www.sharelikebuy.com