Docstoc

Generational Marketing

Document Sample
Generational Marketing Powered By Docstoc
					      with

Chuck Underwood
           Generational Strategy
 In The Marketplace
 Market Research
 Development of Products & Services
 Marketing Research
 Marketing, Advertising, Public Relations
 Selling & Customer Service
 Legislative Relations
 Volunteerism
                              Silents

Birth Years:       1927 – 1945

Current Age:       63 to 81

# Born:            46,582,000

Formative Years:   ’30s to early ’60s
               Silents




Depression
 Job Line    WW II
                    Silents




           The American High
Cold War
                          Silents

“Never had American youth been
 so withdrawn, cautious,
 unimaginative, indifferent,
 unadventurous,
 and silent.”




    William Manchester
                             Silents




   The Organization Man (1956)


“The book that defined a generation”
                            Silents

“… born twenty years too soon.”




       Jeane Kirkpatrick
                                Silents
♫ “It’s so nice to have a man
  around the house.” ♫




           Dinah Shore
                  1950
                    Silents




The Sexual Revolution
                   Silents




The Feminist Movement
                    Silents

“I have a dream
     today!”




         MLK, Jr.
           1963
                       Silents

        Today

Pent-up desire to live !

     Experiment

    Take a chance
                             Silents


“We became apolitical. Safe. Silent.
 And boring.”

“It’s our time….”

                          Frank Kaiser
                    suddenlysenior.com
                       Silents

   Marketing To Silents


Connect With Grandchildren

   Think And Act Young

      Love To Travel
                       Silents




Disney World TV spot
                 Silents




Sony Camcorder
                          Silents


      Silent-specific:

 Focus groups
 Itineraries and schedules
 Print, TV advertising
 “Business is picking up”
                       Silents




Green Stamps, Yellow Stamps,
        Plaid Stamps
                        Silents




$50 off   Free Goose   $100 off
                          Boomers

Birth years:        1946 – 1964

Current age:        44 to 62

# born:             79,907,844

Formative years.:   ’50s to early ’80s
      Boomers



Baby Boomer Bash
  Concert Series

   Boston Pops
                    Boomers




Print ad - Taylor Guitars
                 Boomers
Senior Citizen
   Retiree
    Aging
Golden Years
 Silver Years
 Prime Time
   Mature
           Boomers




Cadillac
                     Boomers




TV spot - Cadillac
                      Boomers




        Capital One
“The Generations Mastercard”
                       Boomers




TV spot - Fidelity Investments
 Boomers




  Fidelity
Investments
                              GenX


Birth Years:       1965 – 1981

Current Age:       27 to 43

# born:            58,541,842

Formative Years:   ’70s, ’80s, ’90s
                     GenX




TV spot – Best Buy
                             GenX




“GenX men have intentionally slowed
down their careers to be better
fathers…”
                     GenX




Print ad: T-Mobile
               GenX



Self-focused
    and
Peer-focused
                         GenX




“Young Reader Publications”
                              GenX


   Attitude!! Attitude!! Attitude!!
   Edgy
   Cynical
   Fun
   Retro
   After - Sale Warranty
                           GenX




TV spot – Chevy Cavalier
                       GenX



 Street Smart

 Cut The Hype !

 Anti-Commercial Commercial
                   GenX




TV spot - Sprite
                      Millennials

Birth Years:       1982 – Present

Current Age:       birth to 26

# Born:            80,000,000+

Formative Years:   1980s to 2010s
                        Millennials




     U. S. Army recruitment ad


“The most important decisions start
with the most important people.”
                        Millennials




Melinda & Bill Gates

                       Warren Buffet
             Millennials




Cause Marketing
                         Millennials




                   “… support the
                   legalization of Los
                   Angeles’s workforce”



American Apparel
                    Millennials




Macy’s – cause marketing
         Generational Strategy

1. Understand each generation’s
   unique formative years…

2. Understand each generation’s
   unique core values…

3. “Connect” with each generation in
   the workplace, marketplace, and
   living room.
 Nine Hours




Amazon.com
                Contact Chuck


The Generational Imperative, Inc.
       1343 Fleming St.
     Cincinnati, OH 45206

       513 – 221 - 1973
   chuck@genimperative.com
    www.genimperative.com

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:24
posted:4/22/2011
language:English
pages:48