tesa – public relations generational marketing – what is it?
DESCRIPTION
The Silents – Described as the generation born too late to be World War II heroes and too soon to immerse themselves in the social activism of the 1960’sTRANSCRIPT
TESA – Public Relations
Generational Marketing – What is it?
Five Living Generations
G.I. 1901 – 1926Silent 1927 – 1945Boomer 1946 - 1964Gen X 1965 - 1981Millennial 1982 - Present
The Silents – 1927 - 1945
Described as the generation born too late to be World War II heroes and too soon to immerse themselves in the social activism of the 1960’s
3 MAJOR PERIODS CREATED CORE VALUES
Struggle & SacrificeHorror and triumph of warCold War threat yet
joyous period
When Silents came of age it was actually UNCOOL to be young.
Boomers – 1946 - 1964
World War II ends 16 million young men return
home All at once they create babies
BABIES
WWII
Return home
Get married
Jump in the Sac
9 months
later
Generational Waves
Baby Boomer 1st Wave (1946-1954) Baby Boomer 2nd Wave (1955 – 1964)
Boomer waves
1st Wave Social Activists Considered the Consciousness
movement Marched, demonstrated and “had a
cause”
2nd Wave Born to late for the social movement Many have not felt like Boomers Came of age when the social activism
was ending so didn’t engage in the active movement
GenX – 1965 - 1981
All About SurvivalIndividualist and diverseResists any single labelResents attempts to pigeonhole them
No other generation hasGrown up more isolated
And more misunderstoodBy older generations
GenX
GEN X ATTRIBUTES Gen X’s believe it is all
about them as they are in the first generation to have TV channels that program and advertise ONLY to them.
+ Independent+ Self Reliant+Distant from older generations+Considers Marriage disposable+ Looks at world as us against them
Millennials – 1982 – Present (1st wave)
Most adult supervised kids in AmericaDramatically different Core values than Gen X
Pessimistic about country's directionRespectful of AuthorityFocused on Education
They are team players and are About “we” vs “me”
Millennials
MARKETING to Silents
• Attracted by loyalty programs• Brand Loyal•Group events are effective• Like to be educated• Social Interaction is welcome•Don’t single them out
PRINTWhat Media works for Silents
What does not work for SilentsTelemarketing
MARKETING to Boomers
•Not brand loyal• Instant gratification free spenders• Very receptive to advertising•Demanding Customers
Be Honest – fact basedWhat Media works for Boomers
What does not work for BoomersDon’t Pitch you deserve it
MARKETING to Gen X
•Market to gender•Use ATTITUDE• Be Edgy & Cynical• They are Bored easily• Brand Orientated• Clever and surprising ads
Colorful moving messagesWhat Media works for Gen Xer’s
What does not work for Gen Xer’sTarget as one Homogeneous Group
MARKETING to Millennials
• Attracted to “cause” marketing• Technology is their game• Like to do things in groups•Ok with multitasking• Patriotic and team players
Social Networking/Buzz MarketingWhat Media works for Mils
What does not work for MilsLogo’s and branding
-None of us choose the year we were born
-None of us choose which decade shaped us for life
-None of us choose the generation we are in
Knowing generational valuesKnowing Generational marketing
Gives you understandingOn how to attract members
Understanding GenerationsWill help your lodge
Determine what typeOf marketing strategy to use