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The Generational Struggle From the Inside Out Blueprint for Success Brown Bag Session

The Generational Struggle From the Inside Out Blueprint for Success Brown Bag Session January 9, 2008 Kari S. Gabriel, M.Ed, APR VP of Communications Interact Communications. Why It’s Important. Multiple generations serving four generations in the marketplace

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The Generational Struggle From the Inside Out Blueprint for Success Brown Bag Session

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  1. The Generational Struggle From the Inside Out Blueprint for Success Brown Bag Session January 9, 2008 Kari S. Gabriel, M.Ed, APR VP of Communications Interact Communications

  2. Why It’s Important • Multiple generations serving four generations in the marketplace • We recruit, serve and depend on multiple generations • Different values, experiences, styles, and attitudes create: • Misunderstandings • Frustrations • Disconnects • Our biggest mistake is marketing to OURSELVES

  3. Workplace Effects Increasing job pressure Increasing complaints “Vote with your feet” mentality

  4. Outreach Effects Disconnect between what you love and what your target audience loves Difficult getting them to embrace the “Our Tools” (which are the correct tools) Frustration with media preparation & values Frustration with messaging creation (how to make them care)

  5. Part One Who’s Who

  6. The Generations

  7. The Generations

  8. Critical Issues You are being held prisoner by Traditionals and Boomers The “I AM the Audience” Syndrome You are being held prisoner by old concepts of communication The “Field of Dreams” Syndrome

  9. Who They Are

  10. What They Experienced

  11. What it Feels Like

  12. Part Two Reaching Them

  13. Traditionalists

  14. Traditionalists Age 63+ Senior staff & management Significant voting population Parents/Grandparents Major donors

  15. Icons

  16. Iconic Sayings “It’s not the easy thing, but it’s the right thing “Do the Right Thing”

  17. The Problem With Them Is: They want it the way they want it. They were raised in a waste-not want-not world so they don’t want things that are cheap, wild or edgy

  18. Marketing Inside Process, Protocol AND “Reasons” “Spelled Out” Always keep them informed Explain in terms of competition - they understand competition

  19. Marketing Outside It’s for the children, the future It’s not the “easy” thing Pass it on - magnificent obsession

  20. How to Reach Them Television News 39% of the audience Newspaper & Print 40% of the audience Opinion Leaders 2 out of 5 social/civic organizations

  21. Speak to Their Sense of History

  22. Speak to “It’s Not Too Late”

  23. Baby Boomers

  24. Boomers Ages 44 - 62 Senior management & staff Rebels/Influencers Largest purchasing power generation The parents of Gen X & Y (49% of them)

  25. Influential People

  26. Iconic Saying “Make a Difference”

  27. The Problem With Them Is: They think everything should speak to them… they ARE the audience. Many of them delude themselves with the idea that they are still “cool”

  28. Marketing Inside “New & Unique” - Individualistic High ideals, setting the standard Puts them in the know

  29. Marketing Outside Leaving a legacy Still blazing trails, still rebels The role model

  30. How to Reach Them Television News 44% of the audience Newspaper & Print 40% of the audience Opinion Leaders 2 out of 5 social/civic organizations Direct Mail Most likely generation to read their mail, & their kids’s

  31. Speak to Their Rebel

  32. Generation X

  33. Recognize They Are Tired

  34. Influential People/Events

  35. Iconic Sayings “Show me the money” “So not worth it” “Greed is good”

  36. The Problem With Them Is: They don’t trust you, because it’s all baloney They actually are still cool and they know the rest of us are not They think most of us are chumps

  37. Marketing Inside “Ask their opinion” - and then do it Give them unique opportunities Use direct, clear communication Reciprocity - You go first

  38. Marketing Outside Savvy, cynical messages No hyperbole Pragmatic- prove it Sarcasm - throw stones at glass houses & talk to their inner monologue

  39. How to Reach Them Television News (On the Comedy Channel) Gen X and Y are >78% of the audience Web >86% are web savvy Lifestyle Events Family events & cultural currency events Permission Marketing You deliver first

  40. Speak to their world-weary, “get their own way” cynic

  41. Speak to their practical (take no prisoner) side

  42. What They Like(87% of Gen X) Broadband (50%) Surf for Content (Travel & Banking) Health (84%) IM (52%) TM (44%) Function not fun Content consumers Dropping landlines in record numbers

  43. Big Issue Their lives are overly complex… so looking for simplification and function Offer them products & services that simplify

  44. Market Death • Make them stand in lines • Be condescending • Warm fuzzy media • No cookie trails in websites

  45. Gen Y

  46. How Different? Gen Y versus Gen X

  47. How Different? Gen Y versus Boomer

  48. Influential People/Events

  49. Iconic Sayings “Been There. Done That. Got the T-Shirt” “Think Globally, Act Locally” “SNF” (hint: so not…….) “Seriously?” “Seriously.”

  50. The Problem With Them Is: They trust you, but they HAVE to go where their friends are going. They are partly passive and party assertive… think light switch

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