AOM16 Multigenerational Marketing

#SDAOM

Gordon Fowler Generational Motivation

#SDAOM

Generational Motivation

#SDAOM

If you were born between… Then you are a...

1925 - 1945 Civic / Silent Generation

1946 - 1964 Baby Boomer

1965 - 1980 Gen X’er

1981 - 2000 Echo Boomer / Gen Y / Millennial

4 Gens

#SDAOM

POC/POP

1.  Global 2.  National 3.  Pop Culture 4.  Family Structure

#SDAOM

Success comes from…..

Understanding the four generations and their WIIFMs in order to gain their trust and engage with you.

#SDAOM

1. Civics

#SDAOM

Civics…the basics

• Born between 1925-1945

• AKA Matures, Seniors, GIs, Greatest Generation, Builders

• 59 million

#SDAOM

Civics…characterized by

• Dedication and Sacrifice

• Hard work

• Conformity

• Stability and Security

• Respect for Authority

• Delayed Gratification

#SDAOM

Civics… Give respect, loyalty, honesty

• Build a face-to-face relationship

• They are referral builders

• Communicate authentically and understand HOW they want to be communicated with

• Deliver on your promises

• Use storytelling as a way to reinforce

#SDAOM

Civics… Customer outreach messaging

• Stress history and credibility of your organization

• Include titles of position and responsibility when appropriate

• Provide updates on your success as relates to their previous experiences

• Include personal stories

#SDAOM

2. Baby Boomers

#SDAOM

Baby Boomers…basics

• Born between 1946-1964

• AKA Boomers, “Me” Generation

• 74.9 million – 2nd largest generation

#SDAOM

Baby Boomers…characterized by

• Work

• Self

• Involvement

• Personal Gratification

• Community

#SDAOM

Baby Boomers…are about

• Personal gratification

• Optimism

• Satisfying the “self” first

• Community involvement

• The “team” win

• Rewards

#SDAOM

Baby Boomers…so they want This to be about them.

• Provide individualized service to them

• Don’t discuss all the other things you need to do

• Keep the focus on them

• Make them feel like servicing them is the center of your universe

• When you are with them, limit any external interruptions

#SDAOM

Baby Boomers…

• Want to know that you are part of their community

• This is the original “involved” generation – protesters, environmentalists, etc.

• This group has always been involved and will always be involved

• Make it clear that you are part of their community

• Your services will make an integral part of their journey towards “what’s next”

#SDAOM

3. Generation X

#SDAOM

Gen-X…the basics

• Born between 1965-1980

• AKA X’ers, Baby Busters

• 48 million

• Original “latchkey” kids

#SDAOM

Gen-X…characterized by

• Seeking a sense of family

• Desiring fun/freedom

• Techno-literacy

• Seeking balance

• Fierce independence

• Skepticism

• Change

#SDAOM

Gen-X…characterized by Their Heroes?

• No heroes or icons other than – themselves!

• Much of Gen X has spent a lot of time alone, figuring things out themselves.

• Why idolize anyone?

#SDAOM

Gen-X…so they want Hands off!

• Embrace the “latch-key within” and give them space

• Understand and acknowledge fierce X’er independence

• The DYI mentality – Home Depot & IKEA generation

• Be there when needed AND get-gone when you are not (on-demand)!

#SDAOM

Gen-X… Customer outreach messaging

• Provide a fun, light experience

• Offer freedom of choice – communicate options at every opportunity

• Volunteer opportunities for self and with their kids

• Provide planning contingency – what are the options if this doesn’t work

#SDAOM

4. Generation Y

#SDAOM

Gen-Y…basics

• Born between 1981-2000

• AKA Gen Y, Echo Boomers, Millennials

• 75.4 million – largest generation

#SDAOM

Gen-Y…characterized by

• Optimism and fun

• Moral and civic minded

• Confidence (strong egos)

• Community

• Techno-fusion

• Collaboration

• Civic engagement

• Still skeptical

• More DYI than X’ers

#SDAOM

Gen-Y…so they want

• Guide and lead but don’t tell (democratic nature will be offended).

• Affirm their confidence.

• They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS.

• Resist the parenting impulse!

#SDAOM

Gen-Y…so they want Customer outreach messaging

No comparisons to other groups/causes Provide FYI, or “just in case” gentle messages vs. in your face appeal Be a part of the community you serve and “stand for something” Help them get what they want and they will be your social advocates… referrals will come from this group

#SDAOM

(5. Generation Z)

#SDAOM

5th-Gen…the facts

• Rather text than talk

• Very short attention span

• Growing up fast: behavior beyond their years

• Growing up in smaller households; with older parents

• Parents are more advisors than traditional parent roles

• Very collaborative and creative

• Very concerned about the environment

#SDAOM

3foldcomm.com

facebook.com/3foldcomm

Twitter: @3foldcomm

@gordon3fold

Thank You