Secrets of Advertising to Gen Y Consumers

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Aiden Livingston. Secrets of Advertising to Gen Y Consumers

THE SECRETS OF ADVERTISING TO GEN Y CONSUMERS

Introduction

1. Why Care About Generation Y?

1. Who Is Gen Y?

2. Twenty-First Century Digital Boy

3. The Future Will Be More of the Same

4. The Trickle-up Effect

5. The Ones Pulling All the Strings

2. The Rise and Fall of Traditional Marketing

1. Billboards

2. Catalogs

3. Newspapers

4. Magazines

5. Dethroning Media Royalty

5.1 Radio

5.2 Television

3. Know Thy Enemy: Infiltrating the Thoughts of Gen Y

1. A Truly Interconnected World

2. Immune to Traditional Marketing

3. Doing a Common Thing Uncommonly Well

3.1 Gen Y loves to show off talent

3.2 Gen Y loves a sense of community

4. Selling the Steak Not the Sizzle: Why Sensationalized Marketing Doesn’t Work with Gen Y

1. Sensational or Sensationalized

2. Brainy and Boastful

3. Gen Y Doesn’t Mind Doing the Research

4. Information at Our Fingertips

5. Growing up in a World Full of Choices

6. You Must Show Gen Y You Are the Best

5. Small is the New Big: Gen Y’s Role in the Rise of Niche Markets

1. Why Gen Y Hates Big Companies

2. Big Companies Are Stuck in the Past

3. Profits over People

4. Quality over Quantity

5. Cookie-Cutter Companies

6. Using Customized Marketing to Appeal to Gen Y’s Ego

1. The Role of Technology in Increasing Expectations

2. The Ultimate Technology That Has Increased Customized Expectations

3. How Companies Can Use This Ego Boom to Promote to Gen Y

3.1 Haunting movie trailers

3.2 The customized watch study

4. Why the iPhone Is Popular

7. How to Win Friends and Influence a Generation of People

1. The Importance of Being Perceived as a Good Company

2. The Lessons of Dale Carnegie That Are Applicable to Businesses

2.1 The importance of a first impression

2.2 You can’t win an argument

2.3 If you are wrong, admit it

2.4 Give a dog a good name

2.5 No one likes to take orders

8. Rebel with a Cause: Using Cause-Related Marketing to Reach Gen Y

1. If a Tree Falls in the Woods …

2. Ford Philanthropy

3. It’s Not Just about How Much Money You Spend

4. If It’s Going to Make Dollars It’s Got to Make Sense

4.1 It has to be newsworthy

5. Ongoing Involvement Is the Key to Success

6. Give Gen Y Results They Can See

9. Using the Internet to Reach Gen Y

1. Facebook

2. MySpace

3. Twitter

4. An Updated Blog

5. Surfing the Web without Wiping out

10. User-Generated Advertising: Getting Gen Y to Advertise For You

1. The Root of the User-Generated Generation

2. Why Money Does Not Motivate User-Generated Content

3. What Makes a Successful User-Generated Campaign?

4. The Ultimate User-Generated Site: YouTube

5. What Makes a User-Generated Campaign Sink?

6. The Ultimate Key to User-Generated Success Is Longevity

11. Using Video games to Advertise to Gen Y

1. Ad Placement in Video Games

2. Digital Product Placement

3. Designing a Video Game to Promote a Product

4. Sponsored Video Games

5. Money in Games

12. Go Green to Make Green: The Importance of Eco-Sustainability to Gen Y

1. How to be Captain Planet and Not the Evil Villain

1.1 Recycling

1.2 Minding your carbon footprint

2. Show Your Support to Eco-Sustainability

3. Organics

4. Buy Local

5. Biodegradables

13. How to be Cool, and “Not Try Too Hard”

1. Fundamental Laws of Cool

1.1 Shock and awe

1.2 Image is everything

1.3 Charisma

2. What Is Cool to Gen Y?

2.1 Giggity Giggity

2.2 Boring presidential candidate to movie star

14. The Future Is Retro: Understanding Gen Y’s Obsession with All Things Vintage

1. Reasons Gen Y Loves Retro Items

1.1 Gen Ys are close with their parents

1.2 Retro is unique

1.3 Vintage feels classier

1.4 Owning vintage makes Gen Y feel smarter

1.5 Vintage = recycled

2. How Can Companies Use These Principles to Reach Gen Y?

2.1 Packaging

2.2 Marketing

15. Appealing to Gen Y’s Intellectual Side

1. Why Brains Surpassed Brawn

1.1 Parents

1.2 Tougher economic times

2. How You Can Use Gen Y’s Need to Be Smart

2.1 Reinforcing Gen Y’s intellect

2.2 Not catering to the bottom 10 percent

2.3 Mind your wording

16. Sex Still Sells

1. The Playboy Factor

2. Party Like a Rock Star

3. Hot for Teacher

4. Wanting the Unobtainable

17. Consider the Source: Using Ethical Practices to Attract Gen Y

1. Examples of the Injustices Fair Trade Seeks to Correct

1.1 Unethical labor practices

1.2 Unfair wages and pricing

1.3 Unfair hours of work

1.4 Poor health and safety standards

2. Making a Difference at Home

2.1 Profit sharing with employees

Dedication

Acknowledgments

About the Author

Notice to Readers

Self-Counsel Press thanks you for purchasing this ebook

Contents

Отрывок из книги

The problem with trying to communicate with an individual from another generation is it is a lot like trying to talk with someone from a foreign country, except the variations are less obvious. Most people instinctively realize the difficulty in trying to portray ideas to an individual from, say, Thailand. First, people see the language barrier; the Thais may not understand what you are trying to express if they don’t speak English. Second, most can appreciate a cultural divergence. If a person grew up in Thailand, it is very likely he or she has different priorities and views than someone from Florida. There is literally a plethora of minor nuisances that can further impede communication between individuals from different countries. Most people are aware of these differences when dealing with people from overseas.

By contrast, most people fail to realize that the same obstacles exist when trying to reach an individual from another generation. People confuse proximity for familiarity. “Surely, a person that lives on the same street as me should be the same as me,” one may justify. However, cultural deviations can be formed by temporal separations as easily as they can be from geographical separations.

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Furthermore, one thing most people fail to consider is how large of an impact Gen Y has over their parents’ purchases. Gen Y prides itself on being able to “research” and deduce what is the best purchase to be made. We go to online forums, read reviews, ask our friends, and look over numerous other sources of information before finally making what we believe is the most informed decision.

Perhaps even more tenacious than our research habits is our propensity for bragging about what smart consumers we are. We don’t do all that work for nothing; if nobody knows how brilliant we are, what is the point of being brilliant at all? Unlike a tree falling in the woods, we insist on being heard.

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