millennials: now seating 80,000,000

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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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#LetsConnect

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Let’s talk Millennial

expectations.

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#settingthebar

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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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The OLD Definition

Brand Value =

Functional + Emotional

PriceΣ

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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


CREATIVEEXCELLENCE

CREATIVEEXCELLENCE

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So Here Are The Six Rules:

Engage early adopters of new technology.

Build a listening and participation strategy.

Buying into a brand idea is more powerful.

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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RULE 2: Build a Listening

andParticipation

Strategy

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One-third of Millennials say

they like a brand more when the

brand uses social media

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Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gifCopyright© 2013 by Barkley. All rights reserved.

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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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RULE 3: Buying into a brand

idea is more powerful than

simply buying a product.

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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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Images via Warbyparker.comCopyright© 2013 by Barkley. All rights reserved.

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RULE 4: Design a Sense of

Adventure and Fun into your Brand

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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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RULE 6: Keep Their

Loyalty

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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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We need to reevaluate how you think of ROI.

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Storytelling to Storydoing


STORYDOINGSTORYTELLING

STORYTELLING

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THANK YOU


@ JeffFromm | [email protected] | www.millennialmarketing.com