Secrets of Advertising to Gen Y Consumers , livre ebook

Self-Counsel Press - Aiden Livingston

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85 pages

English

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Traditional marketing is dead, and Gen Y killed it.
Advertisers are finding it harder to reach consumers using traditional media like television, radio, newspapers, and magazines. Radio revenue is down, TV ads are less effective, and young people rarely read print newspapers.
The problem is that the new generation of consumers has become immune to many of the tactics marketers have come to rely on.
In the coming years, Gen Y will replace the Baby Boomers as the group with the largest purchasing force. Any company that doesn't learn to sell to this new generation on their terms will become outdated and risk losing ground to new companies that adjust quickly.
The Secrets of Advertising to Gen Y Consumers explains new and innovative ways to market products and services to the younger Gen Y. It shows business owners how to leverage the Internet and social media to become the type of company to which Gen Y will be loyal. Learn how to:
Infiltrate the thoughts of Gen Y
Sell the steak, not the sizzle
Go green to make more green
Surf the Web without wiping out
Cash in on video games
—And more!
NOTICE xiii
ACKNOWLEDGMENTS xv
INTRODUCTION xvii
one
WHY CARE ABOUT GENERATION Y? 1
1. Who Is Gen Y? 1
2. Twenty-First Century Digital Boy 2
3. The Future Will Be More of the Same 3
4. The Trickle-up Effect 3
5. The Ones Pulling All the Strings 4
two
THE RISE AND FALL OF TRADITIONAL MARKETING 7
1. Billboards 8
2. Catalogs 8
3. Newspapers 9
CONTENTS
vi The Secrets of Advertising to Gen Y Consumers
4. Magazines 9
5. Dethroning Media Royalty 10
5.1 Radio 10
5.2 Television 11
three
KNOW THY ENEMY: INFILTRATING THE
THOUGHTS OF GEN Y 13
1. A Truly Interconnected World 14
2. Immune to Traditional Marketing 14
3. Doing a Common Thing Uncommonly Well 15
3.1 Gen Y loves to show off talent 16
3.2 Gen Y loves a sense of community 16
four
SELLING THE STEAK NOT THE SIZZLE:
WHY SENSATIONALIZED MARKETING
DOESN’T WORK WITH GEN Y 19
1. Sensational or Sensationalized 20
2. Brainy and Boastful 20
3. Gen Y Doesn’t Mind Doing the Research 21
4. Information at Our Fingertips 22
5. Growing up in a World Full of Choices 22
6. You Must Show Gen Y You Are the Best 23
fi ve
SMALL IS THE NEW BIG: GEN Y’S ROLE
IN THE RISE OF NICHE MARKETS 25
1. Why Gen Y Hates Big Companies 26
2. Big Companies Are Stuck in the Past 27
3. Profi ts over People 27
4. Quality over Quantity 28
5. Cookie-Cutter Companies 29
Contents vii
six
USING CUSTOMIZED MARKETING TO APPEAL
TO GEN Y’S EGO 31
1. The Role of Technology in Increasing Expectations 32
2. The Ultimate Technology That Has Increased
Customized Expectations 33
3. How Companies Can Use This Ego Boom to
Promote to Gen Y 33
3.1 Haunting movie trailers 34
3.2 The customized watch study 34
4. Why the iPhone Is Popular 35
seven
HOW TO WIN FRIENDS AND INFLUENCE A
GENERATION OF PEOPLE 37
1. The Importance of Being Perceived as a Good Company 37
2. The Lessons of Dale Carnegie That Are Applicable
to Businesses 38
2.1 The importance of a fi rst impression 38
2.2 You can’t win an argument 39
2.3 If you are wrong, admit it 40
2.4 Give a dog a good name 41
2.5 No one likes to take orders 42
eight
REBEL WITH A CAUSE: USING CAUSE-RELATED
MARKETING TO REACH GEN Y 43
1. If a Tree Falls in the Woods … 44
2. Ford Philanthropy 45
3. It’s Not Just about How Much Money You Spend 45
4. If It’s Going to Make Dollars It’s Got to Make Sense 46
4.1 It has to be newsworthy 47
5. Ongoing Involvement Is the Key to Success 47
6. Give Gen Y Results They Can See 48
viii The Secrets of Advertising to Gen Y Consumers
nine
USING THE INTERNET TO REACH GEN Y 51
1. Facebook 52
2. MySpace 53
3. Twitter 54
4. An Updated Blog 55
5. Surfi ng the Web without Wiping out 56
ten
USER-GENERATED ADVERTISING:
GETTING GEN Y TO ADVERTISE FOR YOU 57
1. The Root of the User-Generated Generation 58
2. Why Money Does Not Motivate User-Generated Content 59
3. What Makes a Successful User-Generated Campaign? 59
4. The Ultimate User-Generated Site: YouTube 60
5. What Makes a User-Generated Campaign Sink? 61
6. The Ultimate Key to User-Generated Success Is Longevity 61
eleven
USING VIDEO GAMES TO ADVERTISE TO GEN Y 63
1. Ad Placement in Video Games 64
2. Digital Product Placement 66
3. Designing a Video Game to Promote a Product 67
4. Sponsored Video Games 69
5. Money in Games 70
twelve
GO GREEN TO MAKE GREEN: THE IMPORTANCE
OF ECO-SUSTAINABILITY TO GEN Y 73
1. How to be Captain Planet and Not the Evil Villain 74
1.1 Recycling 74
1.2 Minding your carbon footprint 75
2. Show Your Support to Eco-Sustainability 77
3. Organics 78
Contents ix
4. Buy Local 79
5. Biodegradables 81
thirteen
HOW TO BE COOL, AND “NOT TRY TOO HARD” 83
1. Fundamental Laws of Cool 84
1.1 Shock and awe 84
1.2 Image is everything 86
1.3 Charisma 86
2. What Is Cool to Gen Y? 88
2.1 Giggity Giggity 89
2.2 Boring presidential candidate to movie star 90
fourteen
THE FUTURE IS RETRO:
UNDERSTANDING GEN Y’S OBSESSION
WITH ALL THINGS VINTAGE 93
1. Reasons Gen Y Loves Retro Items 94
1.1 Gen Ys are close with their parents 94
1.2 Retro is unique 95
1.3 Vintage feels classier 96
1.4 Owning vintage makes Gen Y feel smarter 97
1.5 Vintage = recycled 98
2. How Can Companies Use These Principles to Reach
Gen Y? 98
2.1 Packaging 98
2.2 Marketing 99
fi fteen
APPEALING TO GEN Y’S INTELLECTUAL SIDE 101
1. Why Brains Surpassed Brawn 102
1.1 Parents 102
1.2 Tougher economic times 103
2. How You Can Use Gen Y’s Need to Be Smart 103
2.1 Reinforcing Gen Y’s intellect 103
2.2 Not catering to the bottom 10 percent 104
2.3 Mind your wording 105
sixteen
SEX STILL SELLS 107
1. The Playboy Factor 108
2. Party Like a Rock Star 108
3. Hot for Teacher 109
4. Wanting the Unobtainable 110
seventeen
CONSIDER THE SOURCE:
USING ETHICAL PRACTICES TO ATTRACT GEN Y 113
1. Examples of the Injustices Fair Trade Seeks to Correct 114
1.1 Unethical labor practices 114
1.2 Unfair wages and pricing 114
1.3 Unfair hours of work 115
1.4 Poor health and safety standards 115
2. Making a Difference at Home 116
2.1 Profi t sharing with employees 116

Sujets

Marketing

General

General officer

Informations

Publié par	Self-Counsel Press
Date de parution	15 mai 2013
Nombre de lectures	9
EAN13	9781770409286
Langue	English

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THE SECRETS OF ADVERTISING TO GEN Y CONSUMERS
Aiden Livingston
Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.
USA Canada

Copyright © 2013

International Self-Counsel Press
All rights reserved.
Introduction

The problem with trying to communicate with an individual from another generation is it is a lot like trying to talk with someone from a foreign country, except the variations are less obvious. Most people instinctively realize the difficulty in trying to portray ideas to an individual from, say, Thailand. First, people see the language barrier; the Thais may not understand what you are trying to express if they don’t speak English. Second, most can appreciate a cultural divergence. If a person grew up in Thailand, it is very likely he or she has different priorities and views than someone from Florida. There is literally a plethora of minor nuisances that can further impede communication between individuals from different countries. Most people are aware of these differences when dealing with people from overseas.
By contrast, most people fail to realize that the same obstacles exist when trying to reach an individual from another generation. People confuse proximity for familiarity. “Surely, a person that lives on the same street as me should be the same as me,” one may justify. However, cultural deviations can be formed by temporal separations as easily as they can be from geographical separations.
Many of the obstacles we might expect in dealing with an individual from Thailand can be extrapolated to a generational frame of reference. For example, even though two generations speak English, most can appreciate that they don’t necessarily speak it in the exact same way. The cliché of a parent trying in vain to incorporate his or her children’s slang is ubiquitous within sitcoms and Hollywood movies for its comedic value. That is, of course, without even beginning to discuss the enigmatic code that was born from texting or SMS messaging.
Furthermore, anyone with children can appreciate that priorities and views can be very different despite living in close proximity. Differing opinions on perceived priorities is yet another example of a cultural cliché. Ironically, we all seem aware of the cultural differences inherent to different generations and yet many businesses fail to acknowledge the importance of these dissimilarities in formulating their marketing plans.
This book is a means to bridging the gap between generations. I explain the different values and perceptions so that people can more accurately construct advertising campaigns that reach Gen Y consumers in the most effective and efficient way possible. Many other authors have delved headfirst into this topic, and many are brilliant writers who make cunning observations. However, at the end of the day the Achilles’ heel of these books is that they are based on observations. When the problem is a cultural deviation, it is only prudent to have a member of the studied culture provide insight into the issue. To do otherwise is to fail to address the root of the problem.
I make my deductions based on my life and my experiences, not from what I have observed in an individual from a foreign culture. This is ultimately the greatest advantage to this book for the reader. My conclusions are not subject to error in interpretation because the culture I explain is my own; I live it every day. My every interaction in the day recapitulates the principles I discuss, whether it is a conversation with a friend about what movie to see tonight, or my internal dialogue when I go to make a purchase. It is in exploring my own actions and those of my peers that I am able to produce an invaluable resource for anyone who seeks to truly understand how to best reach Gen Y consumers.
1
Why Care About Generation Y?

Why should businesses care about one single generation? Why should they restructure their entire marketing model to cater to one group? The reason is because the methods and tactics that can be utilized to reach Gen Y represent the future of marketing. New technologies and an ever-changing world have assured that we can never go back to how things used to be. The paradigm has shifted and the difficulties most advertisers are facing in trying to reach customers stand only to get worse with each following generation.
Gen Y just so happens to be the generation who was born and raised during this major technological revolution. In a way, studying how to reach and market to Gen Y is in fact a lesson on how advertising will look in the future. The techniques discussed in this book will eventually be explored and refined so thoroughly that they will represent the new standard in marketing. It is beneficial to learn the lessons Gen Y has to teach now, or risk falling behind in a highly competitive, globalized world.

1. Who Is Gen Y?
As a member of Gen Y myself, allow me a few moments to make our collective introduction. Members of Gen Y were born between 1982 and 2002 (exact years vary depending on who you ask), which explains their other nickname, the Millennials. Another nickname is the Echo Boomers, which is in relation to the fact that they are usually the children of the Baby Boomer generation. They have also been referred to as Net Generation, Dot-Com Generation, and Trophy Generation; however, in my opinion most of these names are pretty lame and hopelessly uncreative, so I will stick with Gen Y.
In the United States alone Gen Y represents more than 80 million people, a number that is likely to grow over time with immigration. Gen Y spends more than 200 billion dollars a year in the US alone and have a major influence on their parents’ spending habits, the spending behemoths called the Baby Boomers.

2. Twenty-First Century Digital Boy
Gen Y has grown up in a world bathed in technology. I often can’t help but to look at the world my parents grew up in only to be filled with pity and empathy. I can recall many conversations with my mother, whose exact age will remain a mystery for the sake of my own safety, but suffice it to say she is a Baby Boomer.
“So I can understand that you didn’t have cell phones, but no answering machines either? What would you do if the person you were trying to reach wasn’t home?” I queried. “Just call back another time and hope you catch the person or that someone else would be home so he or she could write a note to get the person to call you back,” my mother replied flippantly. How barbaric, I thought: this seemed to me as reliable a method of communication as homing pigeons.
Most of Gen Y has had cell phones as long as we can remember, or at the very least, a pager. In fact, if on the rare occasion I leave my cell phone at home by accident, I experience what I feel is the same grief and helplessness of an avid jogger who just had a cast put on!
Perhaps most unsettling is the thought of a world without the Internet. The very concept sends chills up the spines of many Gen Ys. Not being able to check on my Facebook account, or Google my every whim or question is a withdrawal-inducing scenario. Moreover, the concept of not having any Internet at all is simply befuddling to most of Gen Y. The idea of having to go to an actual library to look up something, or the tedium of trying to write a research paper at a library having to search through individual books for information that are now available in three seconds on Google is daunting.

3. The Future Will Be More of the Same
The important thing to remember is that all generations from here on out will grow up with the same technological privileges or more, and their expectations will be just as high as Gen Y’s, if not higher. Our aptitude toward instant gratification, and demanding nature will only be amplified in future generations, such as Gen Z: Imagine how someone born in 2005 will view the world in 20 years. No doubt I will have to spend time explaining to them why before MP3s we had to buy CDs and store them in a giant binder that resembled the sign-in book at Ellis Island in both its size and seemingly random nature of its entries.

Appealing to Gen Y and having them embrace your product can actually hugely affect the overall market perception of your product and your brand in general.

4. The Trickle-up Effect
It is also noteworthy that although earlier generations may not expect or demand the same level of innovation from companies, they certainly appreciate the innovations. It is not a matter of choosing to market to Gen Y at the peril of losing customers and potential clients from other age ranges. In fact, quite the opposite, the innovations needed to reach and appeal to Gen Y actually charm all generations.
Just because older generations grew up in a world where lack of technology made many of the new marketing avenues impossible, doesn’t mean they don’t see the value in it. For instance, Apple has employed many new marketing techniques and has had great success establishing themselves in the minds of Gen Y; I can proudly say this book was written on a MacBook Air. However, the advertisements Apple uses to appeal to younger consumers also has a poignant effect on older generations. Many of my Gen Y friends’ parents own MacBooks and love them. Not only because MacBooks work well, but also because of what owning a Mac says about you to other people. It screams young and hip, and let’s face it, the young and the hip aren’t the only ones trying to project that image. In reality, Baby Boomers seem more susceptible to the need to appear young and hip than their kids do. <