Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

Synopsis

The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening.

Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials:

• Value social networking and aren't shy about sharing opinions

• Refuse to remain passive consumers- they expect to participate in product development and marketing

• Demand authenticity and transparency

• Are highly influential- swaying parents and peers

• Are not all alike- understanding key segments is invaluable

Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.

Excerpt

It feels like yesterday when my husband and I bought our oldest daughter her own personal computer. One night, my husband and I wondered why it was so quiet in the house. We thought the three kids—our oldest daughter and our twins—were upstairs in their rooms, sleeping or doing homework. When I went upstairs to check, I found them sitting on my oldest daughter’s bed hunting and pecking on the computer with the television on and the radio playing. They were completely enthralled with the new technology in front of them, while simultaneously listening to music and watching TV. This capability to multitask with various kinds of technology immediately stood out to me. With a constant connection to the outside world, I knew my children’s generation would inevitably be part of the most influential generation of workers and consumers ever.

Today, my oldest daughter is 25 and the twins are 17. They fit perfectly in the Millennial cohort. I converse with them as consumers and listen closely to their opinions to ensure I maintain a fresh perspective. As the chief marketer for Applebee’s, our brand’s future depends on being relevant and attracting this very large group of tech-savvy, highly independent, and creative thinkers. Understanding what motivates them, what drives them, and how they consume media is all-important work.

This is where Jeff Fromm and Christie Garton’s new book, Marketing to Millennials, comes in.

Millennials are different. Boomers grew up answering the question “Where were you when President John F. Kennedy was shot?” Millennials answer the question of where they were on the day of the 9/11 attack. Boomers grew up with racial ten-

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