Marketing to Xers, Gen Ys and Millennials

One of the many hats I wear is marketing consultant to a friend who sells a line of skin care products. She's a quick study, and really "gets it" when facing the challenges of selling to a multi-generational client base. But, her company is struggling to understand that in today's market, it's no longer business as usual.

Short and to the Point

First and foremost, we must be aware that the younger crowd is used to being connected 24/7, and they are constantly inundated with information (useful or not). They have grown up with 30 second sound bites, infomercials, and ads that are quick, with lots of movement, sound and color. Remember, that younger people don't spend a lot of time reading newspapers and magazines. Therefore, print advertising will reach only a small percentage of this very large population.

If you produce a really cool 2-3 minute video clip and put it on the web, then you have their interest – just not for long. Don't give them a lot of text to read – they become bored quickly. That's why Internet sites such as YouTube, Face Book and the multitude of others that pop up every day have found overnight success.

The most recent entry into this fascinating digital world of promotion and marketing is the digital business card. Yes, a digital business card – not one that you hand to someone who puts it in their pocket and almost immediately forgets why he or she has it. But, one that you send via email. This piece should be no more than 60 seconds long, should show you talking (or at the very least, hear you talking) with a photo of you. The piece should show your company name and logo, your contact information, and two or three bullet points about your product or service. The best advice here is that less is more. Don't overdo the text and don't fill the entire page with a talking head. I'd even go so far as to suggest that you have this piece professionally produced. After all, it is someone's first impression of who you are and what you can do for them.

Make it memorable

Do you remember the brand associated with the following advertising slogans?

• Let your fingers do the walking. (Does anyone use the Yellow Pages anymore?)
• You've come a long way, baby.® (When did you last see an ad for cigarettes – but most of us remember Virginia Slims?)
• Just do it! (When Niké released this one, it quickly became the mantra for their youthful market.)

Very few of us will create a memorable slogan that sticks in the hearts and minds of the masses – something that is instantly "relatable" to a particular brand. However, if you take time to understand what resonates in the hearts and minds of your intended market, you just might hit a winner.

Just keep in mind when introducing a new product, or creating a new campaign for an old one, your market may encompass several generations of very different mindsets. My tip for the day: What may be humorous to one age group may be taken as an insult by another. Flint McGlaughlin, publisher of the Marketing Experiments Journal, said, "People don't want to be 'marketed TO,' they want to be 'communicated WITH'." What does that say about how we need to approach today's consumer?