Marketing to Multiple Generations- Purchasing Location Differences

Point of Purchase:

● Location differences in generational

purchasing

● The most popular locations for aquiring

items vary by generations

Traditionalists 1925-1945● In-store (brick and mortar locations)● Television - “Call Now!”● Geographically local● Historic Companies

o Brand loyalty (Buying from Sears) o Throwback to catalogue buyso Quality assurance vs. cost

● Mail order forms

Boomers 1946-1964● In-store (brick and mortar locations)● In-store (family-brands, malls, and coupon)

○ Kohls○ Outlet shopping

● Catalog● Online shopping● Infomercials/Shopping Channels

○ Shop NBC, QVC, HSN

Gen X 1965-1980● In-store (brick and mortar locations)● Relationship based (ex: Mary Kay, Thirty-One Gifts)● School Events

o fundraisers, silent auctions● Department stores● Outsource services● Thift stores● Delivery services

Millennials 1981-2000● Won’t buy from companies with social injustice practices● Brand-purchasing: Buying direct from company● Social Networks● Ebay/Amazon● Sharing/trading/bartering/rent

from others

+

Marketing to Multiple GenerationsSoua, Pa, Jasmin, and Martha

+ Disposable Income

Disposable income factors into marketing to multiple generations because that’s how companies gain their revenues.

+ Traditionalists 1925-45

Hardworking, respect authority, & loyal.Retired, steady income.Marketing strategy: Hang on to items, so must direct

sale, making the sale more personal.

+ Baby Boomers 1946-64

Career focused, authority, idealistic, and independent.

Approaching or already in retirement – steady income.

Marketing strategy: High-end material items since they were born and raised in the "American Dream" time.

+ Generation X 1965-80

Cautious, Entrepreneurs, and latchingHas established career and stable income.Marketing strategy: provide an abundant amount of

information.

+ Millennial 1981-2000

Tech savy, appreciates diversity and community, multi-task.

Approaching career establishment or no career.Marketing strategy: Social media, Innovative

messages, shock factor.

MULTI-GENERATIONAL MARKETING

Anna, Ana, Annie

MARKETING IN EDUCATION We feel that marketing to different generations within

education is an important part of a marketing plan. We think this because each generation has different values.

TRADITIONALIST (1925-1945) Physical textbooks/Handouts

Book Bundles – Traditional Text No technology Respectful Classroom – More Formal Independent Projects

BABY BOOMERS (1946-1964) Physical Textbook samples Physical Handout

Test BanksTest Methods

Achievements Exams

GENERATION X (1965-1980) Diversity

Group and Independent WorkNew Learning Techniques

FlexibilityOverhead prints Workbooks

MILLENNIALS (1981-2000) SOCIAL MEDIA! Technology

E-booksOnline Learning Tools

Group ProjectsGoogle docs, Prezi, Powerpoint, Etc.

Incentivization amongst

generations

Marissa Glynn and Lily Jacobson

IncentiveA thing that motivates or encourages one to do something. A payment, or concession to stimulate greater output or investment.

https://www.google.com/search?q=Incentive&safe=active&biw=1171&bih=469&source=lnms&sa=X&ei=bLUbVLyoEMunyAT6iYD4Bw&ved=0CAcQ_AUoAA&dpr=1

Traditionalistborn 1929-1946

°small portion of the workforce, traditionalists are sometimes treated as an afterthought.

Values

°value: hard work, sacrifice, and have a strong sense of duty to family, neighbors, and employer. .

°incentives: reflect on the employees' long-term commitment to their employer, (vice versa). goal

Incentives

°receive public recognition for a year's hard work and achievement,

rather than incremental rewards for meeting monthly or quarterly goal

Boomers Born 1966-1979

Values

•strongly motivated by workplace culture

-allows them to observe their efforts making a difference

-contribute to their personal growth

• high performance

Incentives

•recognition and rewards linked to specificpursing imtererest

-strategic-level achievements/ support in pursuing stretch goals

Generation X Values

Contribution hello

Feedback and recognition

Time with manager.

Incentives

Flextime, job sharing, telecommuting, and sabbaticals.

Tangible rewards.

http://www.inc.com/articles/1999/02/16431.html

http://www.valueoptions.com/spotlight_YIW/gen_x.htm

Millennial’s Values:

Flexibility Relaxed work environment Corporate social responsibility Team work

Incentives: Rewards and social recognition programs Promotional and learning opportunities

http://www.huffingtonpost.com/david-halliday/the-how-where-and-why-of-_b_5694480.htmhttp://www.loyaltyandrewardsguide.com/customer-engagement/millennial-spending-incentives-for-a-new-generation#.VBui_hZ6fFI

l

Incentive in Action! http://www.youtube.com/watch?v=y0qjEBJq7Z4

Work Cited http://www.inc.com/articles/1999/02/16431.html

http://www.valueoptions.com/spotlight_YIW/gen_x.htm

http://www.huffingtonpost.com/david-halliday/the-how-where-and-why-of-_b_5694480.htm

http://www.loyaltyandrewardsguide.com/customer-engagement/millennial-spending-incentives-for-a-new-generation#.VBui_hZ6fFI

https://www.google.com/search?q=Incentive&safe=active&biw=1171&bih=469&source=lnms&sa=X&ei=bLUbVLyoEMunyAT6iYD4Bw&ved=0CAcQ_AUoAA&dpr=1

http://www.youtube.com/watch?v=y0qjEBJq7Z4

http://www.incentivemag.com//Strategy/Engagement/Generation-Why-/

Celebrity Endorsements Chouree Lee, Meg Peterson, Jessica James,

and Alexa Arndt

Celebrity EndorsementsWe believe that celebrity

endorsements play an important role in marketing to multiple generations because it gives the audience a face to MY generation.

Traditionalist (1925-1944)Alex Trebek- Colonial Penn Life InsuranceWilford Brimley- Liberty Medical (Diabetes)● Aging, loyalty, responsible and

respect.

Baby Boomers (1945-1964)Oprah- Oprah’s Book ClubMichael Jordan- HanesSally Field- BonivaSheryl Underwood- Depends● Comfort, retirement, idealistic, and

hardworking.

Generation X (1965-1979)Jessica Simpson- Weight WatchersJennifer Aniston- Smart WaterSalma Hayek- Nuance (Skincare)Sofia Vergara- Diet PepsiHalle Berry- Revlon● Image, health conscious, and

entrepreneurial.

Millennials (1980-2000)Justin Bieber and Katy Perry- ProactivShaun White- GoProMichael Phelps- SubwayRihanna- CovergirlAaron Rodgers- State Farm Insurance ● Digital Age, image, and flexible.

Summary Importance of celebrity endorsements...

+

Platforms

Shauna, Brionna, and Alyson

+ Platforms are Important to Marketing….

Different ways of reaching different generations and age group of customers.

+ Traditionalists 1925-45

Radio Newspaper

+ Boomers 46-64

TV Newspapers

+ Generation X 65-80

Email Internet (make sure your business has a lot of key words and is easy to

navigate) TV

+ Millennial 1981-2000

Social Media Text Messages Email