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Last week, the Jewish Community Center of Kansas City hosted an exclusive book signing and speaking event. I've used versions of this deck before but each event I speak at has certain edits for the appropriate audience.
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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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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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Images via respective sites.Copyright© 2013 by Barkley. All rights reserved.
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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Copyright© 2013 by Barkley. All rights reserved.
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Useful Is The New Cool. 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.
Copyright© 2013 by Barkley. All rights reserved.
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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
Images via TwitterCopyright© 2013 by Barkley. All rights reserved.
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Images via TwitterCopyright© 2013 by Barkley. All rights reserved.
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Taco Bell Shares Secret:Beefy Crunch Burrito is Back
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Copyright© 2013 by Barkley. All rights reserved.
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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 Mike
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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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Copyright© 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
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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
5252
THANK YOU
Copyright© 2013 by Barkley. All rights reserved.
@ JeffFromm | JFromm@barkleyus.com | www.ShareLikeBuy.com
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