Embed Size (px)
DESCRIPTION
A presentation on efectively communiating to various generations
Citation preview
The greatest transfer of wealth in history will occur over the next 50 years. A portion of this wealth will find its way directly to non-profit organizations, but the remainder will be distributed among four of the five living generations.
Organizations who understand the backgrounds, morals, values, characteristics, institutions, lifestyle preferences and priorities of each generation, and who can adjust their communication and marketing strategies accordingly, will reap the greatest benefit
This presentation will explore both generational influences and cultural trends that impact how effectively you communicate
The generation we grow up in is just one of the influences on adult behavior; cultural trends must be considered as well.
Source:
Current Ages: 66-83
Current Ages: 66-83
Source:
Current Ages: 65-48
Current Ages: 65-48
Current Ages: 47-27
Current Ages: 65-48
Current Ages: 26-5
Current Ages: 26-5
Preferred communication
methods:
Face-to-Face Conversation Formal Social
Events Recognition and Tribute
Events
Preferred communication
methods
Social and Recognition
EventsProfessional
AdvisorsDirect Mail
Preferred communication
methods:
EmailInternet
Multi-MediaWord of MouthSocial Events
Peer Gatherings
Preferred communication
methods:
EmailText Messaging
InternetInfluencers
(grandparents cited as persons looked to
most)
Expectations are being set outside Expectations are being set outside your industryyour industry
Today's public expects more out of the organizations they give their attention, loyalty, and money to nowadays, or they withhold it.
Thousands of new blogs, newsletters and ventures are dedicated to tracking down and promoting the best of the best, and will see to it that the last remaining virtual and geographical barriers to information will soon be eradicated.
In the past you could get away with not performing at your industry's global peak, as consumers didn't enjoy full transparency of the best, the first, the most original, the most relevant.
Now, when you say it, you better mean it because everyone is setting the expectations
Deliver on your promise or risk being exposed… to the www
LET’S START BY DISPELLING SOME MYTHS
FIRSTFIRST
A brand is not a logo.A brand is not a logo.
SECONDSECOND
A brand is not an identity.A brand is not an identity.
FINALLYFINALLYA brand is not a product.A brand is not a product.
So So WHAT EXACTLYWHAT EXACTLY is a brand? is a brand?
A BRAND IS A A BRAND IS A PERSON’S GUT PERSON’S GUT FEELING ABOUT FEELING ABOUT
A PRODUCT, A PRODUCT, SERVICE OR SERVICE OR
ORGANIZATION.ORGANIZATION.
It’s a GUT FEELING because people are emotional, intuitive beings.
It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics.
HUMANIZING BRANDS
HEAD: The logicI trust and believe in this brand
HEART: The relationship I have a relationship with this brand
GUT: The desire I want to be stimulated by this brand
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS
In most companies, STRATEGY
is separated from CREATIVITY
by a wide gap.
How do you differentiate your brand?
By Discovering
your brand truth
the very essence of who you are
InternalBrand
Assessment Discovery of distinct features
Build outthe value
proposition
Research/Planning • Audience
• Competition • Market Factors
CreativeDevelopment
Creative Execution
Brand Alignment Plan• Internal• External
ROITracking
BRAND DEVELOPMENT PROCESS
We would be happyto schedule a time
to show how to discover and build a brand strategy for your organization
For more information you can reach us at
The Stone Agency919-645-0752
