September 15, 2008
Welcome back, and thank you for taking a minute. I have been doing research on behalf of a few of my clients lately around targeting their products to different consumer groups and what method, (new media, traditional media, combination of both etc) and which creative approach will best relate a client’s product or service to specific consumer groups. One group I was looking at actually lives in our basement.
Meet The Millennials… people born between 1980 & 1995.
60 Minutes aired a story some months ago that summarized in 12 minutes the challenge of managing this generation of employees. But there are lessons to be learned in terms of how to market to them as well.
If you missed the story, click on the link below to view. BTW: there is a commercial leading into the story.
The Millennials! http://www.cbsnews.com/video/watch/?id=3486473n
M$M: This story is just scratching the surface, but It is more evidence that a consumer target of Adults 25 – 54 is irrelevant. Smart advertisers and those who market media services will eventually have to revisit methodology. It is obvious that a 25 year old will not relate to your product as a 50 year old will with a single message. But if you sell cars, furniture, houses, financial services, whatever, the younger consumers are important as they will carry your business into the future.
One suggestion is that demographic targets should probably be split into 10 year segments where lifestyles and interests are similar.
IE: Adults 35- 45. It is more work and requires more planning. But the end result is more effective communication with potential customers and effective use of marketing dollars. (it isn’t going to get any easier).
In terms of managing them, be a buddy, excuse poor work habits and shave your head. That ought to work,
Please feel free to forward M$Ms.
And once you have watched the story, let me know and I will send your mom a note…good job.
Stay in a good mood,
Brad
No comments:
Post a Comment