Talking to a New Generation

This article was an interesting take on how boomer generations may want to rethink how they are talking to younger audiences. Good food for thought as you being to market and message your products...

Why Gen Y Is Passing You By
by Kimberly Smith

Recent research by Scarborough, among others, confirms that consumers who make up Generation Y (aka Millennials, those born between early to mid-1980s and early to mid-1990s) are indeed still buying, but they are also more selective than other generations. Aside from deep discounts, what grab their attention are the tried-and-true and the status-saving must-haves.

So it's time to figure out how to become one or the other—either trusted staple or the next fly thizzle—because deep discounts, as you know, are only temporary.

Rather than attempt to propose the secret to the hearts and minds of Gen Y, let's look at why some of your efforts to reach this demographic might be going amiss.

We had a chat with Josh Shipp, aka Hey Josh, the youth speaker who has taken on a role that is part older brother, part "Dear Abby," and who is all abuzz among teens and young adults. He's figured out what it takes to really connect with this demographic and how to earn its attention and trust.

He shared with us a few tactics that could be killing your game.

1. You're speaking to them as if they're teenagers and not twenty-somethings
Nobody likes being spoken down to, but to really connect with this group, you need to take it a step further—actually talk above their age levels. If they're 15, think of them as 25, and if they're 25, make it 30.

"They don't get a lot of that, so when people do treat them as if they're older, there's usually a good response," Shipp explained. "I like to be sarcastic and play to subtleties, and it works well. It shows that I respect them and think they're intelligent enough to hang and get what I say."
Similarly, a lack of authenticity is viewed as an attempt to undermine their intelligence. This group, for the most part, has been taught to believe in and think for themselves. When someone like Bristol Palin gets up to publicly promote abstinence, the message not only won't stick, it will be mocked because it assumes members of this group are less than capable of discerning the contradiction or connecting the dots.

The same goes for infomercial-like shenanigans; they've seen it before, been there and done that, and they have better things to do than deal with your ruse. That's not to say that dry corporate-speak will work, either. Quite the contrary, they still want to be entertained, but that presentation has to feel real and true to your brand. The same Nobody who doesn't like being underestimated doesn't exactly like to be associated with wannabes, either. This group's got reputations to maintain, after all...

2. You're using text—and not even SMS text
The American Academy of Pediatrics estimates that the average American 18-year-old has already spent a good 25,000 hours in front of the tube. Is it any wonder, then, that young people today are so visually oriented? Present them with a block of text, and their attention tends to quickly wander elsewhere before much of that message has a chance to seep in.

TV remains the most effective channel for connecting with Gen Y. A recent study commissioned by OTX Europe found that 60% of 12-24-year-olds in five markets (US, UK, Germany, India, and Japan) say their brand purchasing decisions are influenced by television ads and that TV appearances actually elevate a brand's status.

Online, it's video that takes precedence among this demographic. "Any of my posts that include video get ten times more traffic than my wittiest text articles," said Shipp, who also noted that engagement is further boosted anytime he allows comments and feedback or input on future videos.

Mobile marketing is also yielding impressive results. InsightExpress has found that mobile campaigns can push purchase intent among 18-24-year-olds nine times more than online campaigns can.

3. You're not giving them something to be passionate about
With plenty of energy to expend and a network of friends to impress, teens and young adults are constantly in search of the next cool thing to become fervent about. If your brand isn't one of the lucky few that effortlessly fills that niche, you might try one or more of the following tactics:
Offer up a good story: "Kids don't relate to companies or brands," said Shipp, "they relate to stories." This penchant stems partly from their desire to be entertained but also from a need to identify with and understand where a company is coming from. The OTX Europe study also found that the majority of 18-24-year-olds are well concerned with a brand's history, and 51% find a brand more desirable if it has been "good for a long time." Providing this group with an intriguing, meaningful—and yes, authentic—story that they can associate with and recount to their friends is one key to sparking that connection.

• Connect with a good cause: Don't have a great story to tell? Align your brand with a nonprofit or social movement that does. Young people prefer and buy into brands that support the causes they believe in, including the environmental, "green" movement. The key here, however, is to not expect a premium for doing so. Advocacy and goodwill can take your brand a long way, but price still prevails in the end.

• Foster a group mentality: Creating your own cultural movement can also light that fire. We're not talking about a branded customer community or Facebook group, but rather the notion of a tribe with a collective outlook or goal that feeds the need to belong or take part in something larger than oneself. Think of Obama and his campaign for change: He gave young people a principle to latch onto and justify their fight. Another recent example is Kraft's "We are Miracle Whip" campaign, which aims to instill a sense of self-respect and even smugness among those who bypass the aioli for old-school mayo, using expressions such as "we will not blend in" and "we will not tone it down." To make it even more official, you might also try offering up themed gear (did we mention that free stuff rocks with this group?) such as T-shirts and hats, stickers, or banners for their blogs—anything that signifies a badge of identity to build the alliance and give them something tangible to show off to their friends.

• Let them strut their stuff: Face it, these kids might have better ideas for promoting your wares than you do. So why not give them the opportunity to show off and build their resumes, for a prize, of course? Not only might you engage them personally, but because they'll also want to flaunt their skills you'll give them reason to broadcast your brand and summon others to your site in order to view their creations. Several organizations, including Pepsi and Tourism Queensland, have held contests calling for video submissions, which are then displayed on YouTube and elsewhere for, in some cases, millions to see. Another example: the "his and hers" undies design contest that sexual-health-advocate ISIS Inc. used to engage young adults and get them to open up about sex.

4. You're overestimating the culture shift
Sure, this generation may have characteristics different from those of other groups, but at the end of the day basic truths still hold true: Whether they're 14 or 24, they seek love, friendship, acceptance, and respect. They want to look good, feel cool, and have a fun time socializing with friends. And if you can give them that, or any piece of that, and do it well, they will respond.
So rather than spend your time dreaming up the next big publicity stunt, why not get back to the fundamentals—communicating the real value you can provide—and demonstrate that you've got them covered in a way that no one else can even come close to.

Find a voice and stick to it!

It seems like a lot of meetings I attend these days are all about those famous two words you hear in a recession – budget cuts. Slim, trim, or whatever you want to call it, everything comes at a cost. Every dollar has to work like it’s worth 50 bucks.

But if you think about it, if everyone took that same approach, there would be no one speaking to anyone. If no one is talking, then why wouldn’t you want to be the sole voice? What most companies forget is that when marketing dollars are being used to save overhead and meet expenses for some, for others, this could be the shining moment. An opportunity to own the market, own the voice and own the mindshare of your audiences.

If you scan the papers, even the nationals, some of the biggest brands you can imagine are the only fish swimming in the pond. Companies like Starbucks, Bank of America, Pedigree and Harley Davidson are more present than ever. But it’s not just the mere fact that they are placing advertising. Don’t just look at the logo, look at what they are saying, how they are saying it and why they are saying it. Choice of words, tonality and simple language can convey very powerful messages. And, what they are doing is not push marketing or throwing product at you. It’s a pull approach where the entire focus of a message to create a dialogue with just you, as if they know exactly what you are thinking, doing and needing.

Take Harley Davidson for example. I think their latest marketing is the most compelling, memorable and effective approach to brand building I have seen in a long time. It combines current events, direct messages and core values to tell a story that everyone can relate to, even if you don’t own or want a motorcycle. The words speak to you, not at you. Their tagline, “Screw it. Let’s ride.” is confident and bold, but it makes a statement that you don’t forget when you turn the page.

So my challenge to clients is to find a voice that you can own, that represents who you are and that can build a relationship with someone even if they don’t necessarily need you right now. You never know when you or your best friend may want to dust off a helmet and ride for miles.

Building Confidence Builds Success

The Sullivan Group recently posted some positive news that helps build confidence in today's market. We can only hope that this type of news becomes contagious and spreads like wild fire. Here's a quick snapshot of their findings...

It has been months since the United States has had a string of good indicators like we have experienced in the past few days. To embrace the concept of positive thinking and make sure that our clients and friends take a moment to appreciate the warmth from these rays of hope, allow us to summarize them:

1) Existing Home Sales are up 5.1%: According to the National Association of Realtors ®, existing-home sales rose 5.1 percent to a seasonally adjusted annual rate of 4.72 million units in February from a pace of 4.49 million units in January.

2) New Home Sales are up 4.7%: Sales of new single-family houses in February were at a seasonally adjusted annual rate of 337,000, according to estimates released jointly by the U.S. Census Bureau and the Department of Housing and Urban Development. This is 4.7 percent above the revised January rate of 322,000.

3) Mortgage Rates are Down to 4.85%: Freddie Mac reported today that average rates on 30-year fixed-rate mortgages dropped to an all-time low (their survey began in 1971). As prices and interest rates have fallen, affordability continues to improve. Underwriting guidelines remain rigid, but we are seeing signs of improved availability for mortgages (Bank of America recently announced a program to increase jumbo loan activity).

4) Orders for Durable Goods are up 3.4%: Demand for machinery and other capital goods rose in February, driving orders for durable goods up 3.4%, the Commerce Department reported Wednesday. The monthly durable goods figures, although volatile, are key leading indicators for tracking economic growth.

How we define experiential marketing...

Experiential marketing is an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that ultimately excite and engage the customer. The result - brand loyalty and brand confidence.

How Marketing the Experience Can Pay You Back

Check out this article on how a well known brand is using experiential marketing to drives sales.

http://www.strategy-business.com/press/16635507/04312

Market Insights - The Value of "Place"

New Trends in Master Planned Communities
With the increased urbanization of the suburban marketplace, master planned communities are changing the way we live and what we have come to expect from developers and land planners. In the past few years, new trends have emerged in the planning and development of MPCs. In an article published in American Demographics Magazine, five key issues surfaced in analyzing the great communities of the new millennium.

Sense of Place – The “there” factor
Suburban sprawl has traditionally dominated the landscape of many communities outside large cities. However, not all of them offered an infrastructure of amenities that enable residents to engage. These are the places that people pass off as having no “there” factor or an element that says “this is where I want to be.”

Today’s developers are spending more time on creating a sense of place to increase quality of life. Much of this is accomplished through an integrated amenities and community programming plan, which combines recreation, open space, outdoor activities, and innovative neighborhood events. With more and more professionals working from home or in nearby suburban office complexes, residents are seeking self contained, livable communities that value more time with family and less time on the go.

New Urbanism – Drawing from the best of both
The concept of new urbanism is a growing trend in MPCs, particularly those centered close to large cities undergoing urban revitalization. It’s a model of development that combines the best features of urbanism and suburban development. Communities are now emphasizing the importance of accommodating the car but also walkability. More and more buyers are willing to sacrifice larger home sites for more, improved amenities as long as value is understood.

Town Centers – The gathering place
Building on the idea of creating self-contained communities, retail and mixed-use facilities have emerged in some large-scaled MPCs. As more and more people attempt to avoid the congestion that plagues suburban sprawl, the concept of town centers fulfills some of the everyday needs of residents without the inconvenience of using other transit means. Whether a town center or civic space having a central gathering spot conjures the feelings of comfort, familiarity, security and a sense of family. All of which are what the average buyer is looking for.

Market Segments – Addressing today’s household diversity
The result of offering more varied housing choices addresses the diversity of households currently found in MPC’s. Communities that once catered exclusively to young families with school-aged children must now cater to a broader spectrum of buyers, including residents who are “aging in place” – today’s boomers and retired populations. A more diverse community also helps to break the stereotype of master planned communities as homogeneous suburbia.

Green Building – The consciousness grows
Green building is more than a designation or building technicalities, for the public it represents a commitment to our surroundings, the future and that of our children. According to this article, over 78% of people feel they are contributing to the well being of their community by supporting and living in green environments. This is especially true of people aged 35 years or younger. A growing number of cities and counties are mandating new legislation to require stricter codes for environmental sensitivity.

Marketing Real Estate to Gen X & Y

Top 10 things we must know about Generation X:
Born 1965–1979 • Age in 2009: 30–44 yrs

1. Are distrustful of marketing.
2. Look for a balance between work and play.
3. Close to their parents. Live at home longer.
4. Are not drawn to traditional forms of advertising (i.e., hyping up products).
5. More family-oriented than their parents’ generation.
6. Tech-savvy and expect to do everything online.
7. Comprise more than half the market for the nation’s new construction of homes.
8. Prefer products based on their practicality.
9. Functionality is key in their home design choices.
10. Typically shop around for a number of months.

Top 10 things we must know about Generation Y:
Born 1980–1990 • Age in 2009: 19–29 yrs

1. More racially diverse (1 in 3 is not Caucasian.)
2. Line between work and home doesn’t really exist—spend their time in meaningful and useful ways, no matter where they are.
3. Preoccupied with their appearance.
4. Open to new ideas and new products.
5. Avid television viewers.
6. Even more tech-savvy than Gen X—don’t know a world without the internet.
7. Buying homes younger than Gen X, average buyer is 26.
8. Tend to prefer new homes.
9. More into ‘green’ design than previous generations.
10. Revisit homes more than any other group before making a decision.