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Informationen zum Autor JEFF FROMM is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess. CHRISTIE GARTON is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention. Klappentext The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials: . Value social networking and aren't shy about sharing opinions . Refuse to remain passive consumers-they expect to participate in product development and marketing . Demand authenticity and transparency . Are highly influential-swaying parents and peers . Are not all alike-understanding key segments is invaluable. Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. Zusammenfassung Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them. Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they: Value social networking and aren't shy about sharing opinions Refuse to remain passive consumers but expect to participate in product development and marketing Demand authenticity and transparency Are highly influential, swaying parents and peers Are not all alike; therefore, understanding key segments is invaluable Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come. Inhaltsverzeichnis Contents List of Figuresxi Forewordxiii Acknowledgmentsxvii Introduction1 Influential and Active Consumers2 What We Uncovered4 CHAPTER 1 Who Are They?7 The Participation Economy8 The Old Framework vs. the Participation Framework9 Friends Have Influence16 Birth of the "Digital Native”19 Optimistic Despite the -Roller--Coaster Economy20 The Millennial Mindset23 Chapter 1: Key Takeaways27 CHAPTER 2 The New Rules of Marketing to Millennials29 The "What” Generation?30 An Enigma Generation?32 Begin a Relationship Now, If You Haven't Already34 Younger and Older Millennials: A Difference?37 Six Distinct Millennial Segments39 Millennial Guys and Gals47 Chapter 2: Key Takeaways51 CHAPTER 3 Engage These Early Adopters of New Technologies53 The Household CTO55 "I Know More Than My CEO”57 The Mobile Moment...
