Transcript Document

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
•
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
Workplace Effects
Increasing job pressure
Increasing complaints
“Vote with your feet” mentality
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)
Part One
Who’s Who
The Generations
Traditionalists
Born 1925-1945
75 Million
Baby Boomers
Born 1946-1964
80 Million
Generation X
Born 1965-1980
46 Million
Gen Y / Echo Boom
Millennial
Born 1980-2002
76 Million
The Generations
Traditional
Gen X
1925 - 1945
Age 63+
1965 – 1980
Ages 28 - 43
Baby Boomers
1946-1964
Ages 44 - 62
Gen Y
1981 – 2003
Ages 3 – 27
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
Who They Are
Traditional
Boomer
Gen X
Millennial
Generation as
Team
“We”
Generation
as Icon
“US”
Defining
Generation
Generation as
Individual
“I”
Rebels/
Influencers
Generation as
Philosophy
“ALL”
Conscience
John Wayne
Movies
(All of Them)
Star Trek
(All of Them)
Seinfeld
The Simpsons
Blossom
Dawson’s Creek
What They Experienced
Traditional
Boomer
Gen X
Gen Y
World War II
Korean War
Pandemics
Cold War
Great
Depression
Rock & Roll
Protests/Riots
Space
exploration
Vietnam War
Racial Divides
Sexual
revolution
Divorce
Driven to
independence
AIDS Era Maturity
Crack/Gangs/
Violence
Downsized
parents
Information
explosion
Integration
Understand Multilayered
information
Brought up in the
era of brands
Unity
Optimistic
Reared in the era
of psychology
Recycling
Radio
Television
Cell Phone
The Web
What it Feels Like
QuickTime™ and a
Sorenson Video decompressor
are needed to see this picture.
Part Two
Reaching Them
Traditionalists
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Traditionalists
Age 63+
Senior staff & management
Significant voting population
Parents/Grandparents
Major donors
Icons
Quic kTime™ a nd a
TIFF (Un co mp res se d) d ec ompre ss or
ar e n eed ed to see th is p ictu re.
Qu ickT ime ™ a nd a
TIF F (U nco mpre sse d) de com pres sor
are nee ded to s ee th is pi cture .
QuickTime™ and a
TIFF(Uncompres sed) dec ompressor
are needed to see thi s pic ture.
Quic kT ime™ and a
T IFF (Uncompres sed) decompres sor
are needed to s ee this picture.
Quic kTime™ a nd a
TIFF (Un co mp res se d) d ec ompre ss or
ar e n eed ed to see th is p ictu re.
Quick Time™ an d a
TIFF ( Un compr ess ed ) de co mpr es sor
ar e n eed ed to s ee this pic tur e.
Qui ckT ime™ and a
T IFF (Uncompres sed) dec ompres sor
are needed to s ee this pic ture.
QuickTime™ and a
TIFF(Uncompres sed) decompressor
are needed t o see this picture.
QuickTime™ and a
TIFF(Uncompres sed) decompressor
are needed t o see this pict ure.
Iconic Sayings
“It’s not the easy thing,
but it’s the right thing
“Do the Right Thing”
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
Marketing Inside
Process, Protocol AND “Reasons” “Spelled Out”
Always keep them informed
Explain in terms of competition - they
understand competition
Marketing Outside
It’s for the children, the future
It’s not the “easy” thing
Pass it on - magnificent obsession
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
Speak to Their Sense of
History
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Speak to “It’s Not Too Late”
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.
Baby Boomers
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Boomers
Ages 44 - 62
Senior management & staff
Rebels/Influencers
Largest purchasing power generation
The parents of Gen X & Y (49% of them)
Influential People
Quic kTime™ a nd a
TIFF (Un co mp res se d) d ec ompre ss or
ar e n eed ed to see th is p ictu re.
Quick Time™ a nd a
TIFF ( Un co mpr es sed ) d eco mp res so r
ar e n eed ed to s ee this pi ctu re.
QuickTime™ and a
TIFF(Uncompres sed) decompressor
are needed t o see this pict ure.
QuickTime™ and a
TIFF(Uncompres sed) dec ompressor
are needed to see this pic ture.
Quic kT ime™ and a
T IFF (Uncompress ed) dec ompress or
are needed to s ee this pic ture.
Iconic Saying
“Make a Difference”
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”
Marketing Inside
“New & Unique” - Individualistic
High ideals, setting the standard
Puts them in the know
Marketing Outside
Leaving a legacy
Still blazing trails, still rebels
The role model
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
Speak to Their Rebel
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Generation X
QuickTime™ and a
decompressor
are needed to see this picture.
Recognize They Are Tired
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Influential People/Events
Quic kTime™ a nd a
TIFF (Un co mp res sed ) d ec omp re sso r
ar e n eed ed to see thi s p ictu re.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see t his picture.
Quick Time™ a nd a
TIFF ( Un compr ess ed ) d eco mp res so r
ar e n eed ed to s ee this pi ctur e.
QuickT ime™ and a
T IFF (Uncompressed) decompressor
are needed to see this picture.
Quic kT ime™ and a
T IFF (Uncompress ed) decompress or
are needed to s ee this pi cture.
QuickTime™ and a
TIFF(Uncompres sed) decompressor
are needed t o see this pict ure.
Qui ckT ime™ and a
T IFF (Uncompres sed) decompres sor
are needed to s ee this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see t his picture.
Quic kT ime™ and a
T IFF (Uncompress ed) decompress or
are needed to s ee this pi cture.
QuickT ime™ and a
T IFF (Uncompressed) decompressor
are needed to see t his picture.
QuickTime™ and a
TIFF(Uncompres sed) decompressor
are needed t o see this pict ure.
QuickTime™ and a
TIFF(Uncompres sed) dec ompressor
are needed t o see this pic ture.
Iconic Sayings
“Show me the money”
“So not worth it”
“Greed is good”
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
Marketing Inside
“Ask their opinion” - and then do it
Give them unique opportunities
Use direct, clear communication
Reciprocity - You go first
Marketing Outside
Savvy, cynical messages
No hyperbole
Pragmatic- prove it
Sarcasm - throw stones at glass houses & talk
to their inner monologue
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
Speak to their world-weary, “get
their own
way”
QuickTime™
and a cynic
YUV420 codec decompressor
are needed to see this picture.
Speak to their practical
(take no prisoner) side
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
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
Big Issue
Their lives are overly complex…
so looking for simplification
and function
Offer them products & services
that simplify
Market Death
• Make them stand in lines
• Be condescending
• Warm fuzzy media
• No cookie trails in websites
Gen Y
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
How Different?
Gen Y versus Gen X
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
How Different?
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Gen Y versus Boomer
Influential People/Events
Quick Time™ a nd a
TIFF ( Un co mpr es sed ) d eco mp res so r
ar e n eed ed to s ee thi s pi ctu re.
Quic kT ime™ and a
T IFF (Uncompres sed) decompres sor
are needed to s ee this picture.
QuickTime™and a
TIFF(Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and a
T IFF (Uncompressed) decompressor
are needed to see t his picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Quic kT ime™ and a
T IFF (Uncompres sed) decompres sor
are needed to s ee this picture.
Quic kTime™ a nd a
TIFF (Un co mp res sed ) d ec ompre sso r
ar e n eed ed to see thi s p ictu re.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Quick Time™ an d a
QuickTime™ and a
TIFF ( Un compr ess ed ) de co mpr es sor TIFF (Uncompressed) decompressor
ar e n eed ed to s ee this pic tur e.
are needed to see this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Iconic Sayings
“Been There. Done That. Got the TShirt”
“Think Globally, Act Locally”
“SNF” (hint: so not…….)
“Seriously?” “Seriously.”
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
Marketing Inside
Group events focusing on the herd - think
social
Digital communication - rather than F2F
Make it FUN
Marketing Outside
Two-fers & Value
No hyperbole
Fun, clever, authentic
Build on cool and control
Experiential versus safe
How to Reach Them
Television
Absolutely target (By cable/by show)
Web
<10% are not web-dependent
Permission Marketing
Offer value in groups
Digital World
They are the leading producers of digital content
Speak to their “Imagination”
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Big Issue
Their brains are wired for ….
complexity
What They Like
(87% of Gen Y)
Y-rless
Surf for fun (younger = greater)
Integrate web & cell
IM (75% do it & 66% do it daily)
TM (54% do it & 60% do it daily)
Interactivity (games)
Instant gratification
Self expression & personalization
Males are mobile and hard to reach
What They Like
(Specifically)
47% download music
15% maintain a blog
71% online banking
9% pod or vod cast
68% have multiple emails
42% keep their .edu active
64% look for viral video
73% prefer an email/web alumni NL
2005 Y2M
Market Death
• No web service or web based messaging
• No complexity in website
• Traditional media
• One2One messaging that ignores the group
Mindset List
Beloit College - Wisconsin
www.beloit.edu~pubaff/mindset/
The Class of 2011…
• The Berlin Wall - what’s that?
• There has always been Diet Coke
• They have always had cable
• Thongs no longer come in pairs and slide between the toes
• Michael Jackson has always been white.
• They have always had email
• Nelson Mandela has always been free
• Stores have always had scanners at the check out
• Jack Nicholson is mainly known as “The Joker”
• Bill Gates has always been worth a billion dollars (or so)
Your Dilemmas
• Marketing to multiple generations
• Consistent messages across multi-generations
Cross-Generational Marketing Elements
Strategic ambiguity
Constructive ambiguity
Identity is based on existing
attitudes in audience
Differentiation is based on reframing
It must inspire internally
It must stick - in different dark minds
How to Rule
Convince the insider Boomers to listen
(and be fair)
Segment your message and media
Make your website using POD’s
Be strategically & constructively ambiguous
Statistics on Media Usage
From Interact’s Annual Media Preferences Study
www.interactcom.com
Recommended Reading
W i se Up to Te e n s: In sitgh
i n to Marke ti ng and Adverti si n gto Te e n agers, 2nd edition,
by P eter Zollo,; New Strategist P ublications, Inc. 1999; ISBN: 1-88507020-9
Ge n erati on s:Th e History of Ameri caÕFuture
s
1584 - 2069, by William Strauss &
Neil Howe; William & Morrow & Company 1991;ISBN: 0-688-11912-3
Th e Fourth Turn i n g: An Ameri can Proph e cy, by William Strauss & Neil Howe;
Broadway Books 1997; ISBN: 0-553-06682-X
Ge n erati on Me : W hy TodayÕ You
s ng Ameri can sAre More C onfi de nt, Asserti ve ,
En ti tle d ĞAnd More Mi serable ĞTh an Ever Before, by Jean M. T wenge; Free Press
2006; ISBN -13: 978-0-7432-7697-9
Ge n erati onDe bt, by Anya Kamenetz; P enguin Books 2006; ISBN: 1-59448-907-6
Th e Mil le n n i als: Ameri can sUn de rAge 25, 1st edition, by The New Strategist Editors;
New Strategist P ublications, Inc. 2001, ISBN: 1-885070-40-3
Ge n Xke en on th eABC s of rai si ng ge n Y, by Caroline Overingt on, www. theage.com,
July 24, 2004
Man agi n gGe n erati on Y: Global C itize n s Born i n the Late 70Õ &
s Ea rly 80Õ,sby
Carolyn A. Martin, P h.D. & Bruce T ulgan, Rainmaker Thinking, Inc. 2001;ISBN: 087425-6224
Man agi n gGe n erati on X: How to Bri n g Out the Be st i n You ng Tale nt, by Bruce
T ulgan, W. W. Nort on & Company, Inc. 2000;ISBN: 0-393-32075-8
Man agi n gTh e Ge n erati on Mix: From C ol li sion to C ol laborati on, by Carolyn A.
Martin & Bruce T ulgan, Rainmaker Thinking, Inc. 2001; ISBN: 0-87425-659-3
C h ips &Pop: De codi n g th Nexu
e
s Ge n eration, by Robert Barnard, Malcom Lester
Books 1998; ISBN-10: 1894121082
Mil le n n i als Ri si n g:Th e Next Gre at Ge n erati on , by Neil Howe, William Strauss & R.J.
Matson, Vintage Books 2000; ISBN: 0-375-70719-0
W h e n Ge nrati
e on sC ol lide : W ho Th e y Are. Wh y Th e y Clash. How to S olve th e
Ge n erati on al Puz z le at W ork, by Lynne C. Lancaster & David Stillman, Harper Collins
2003; ISBN: 0-06-662107-0
Th e Ri se fo the Cre ativeClass:And How ItÕ sTran sformi n g W ork, Le i sure ,
C om mu n i ty & Everyday Life, by Richard Florida, Basic Books 2004; ISBN-10:
0465024777
Ge n erati on sat W ork : Man aging th e Clash of Ve teran s, Boomers, Xers, and Nexters
i n Your W orkplace , by Ron Zemke, Claire Raines & Bob Filipczak,
AMACON/P erformance Research Associates, Inc. 2000; ISBN: 0-8144-0480-4
Thank You!
Kari S. Gabriel, M.Ed., APR
Vice President of Communications
Interact Communications
[email protected]
406.257.4213 - o
406.249.7800 - c
www.interactcom.com
Panelists
Roberta Smith (Traditionalist) is a Vocational Rehabilitation
Counselor and Supervisor for the State of Montana, DPHHS. She has
been with the Department for 3.5 years, but in the Rehabilitation
field for 23 years, since obtaining CRC. Her specialty is providing
services for hearing impaired/deaf individuals.
Ron Pilsch (Traditionalist/Baby Boomer) is a Vocational
Rehabilitation Counselor for the State of Montana and has provided
his expertise for 20+ years. For the past 30 years he has owned and
operated an excavation company and is also a Vietnam era veteran.
Chanda Hermanson (Generation Xer) is a Vocational Rehabilitation
Counselor for the State of Montana and has worked in that capacity
for the past 2 years. She recently completed her Master’s Degree in
Rehabilitation Counseling from Utah State University. She works with
individuals in Flathead and Lake Counties who have disabilities and
barriers in regards to employment.