Marketing to Millennials : Reach the Largest and Most Influential Generation of Consumers Ever
Overview - 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 Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening. Read more...
More About Marketing to Millennials by Jeff Fromm; Christie Garton; Becky Johnson
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 Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening.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. Millennials: - 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.
Publishers Weekly Reviews
Publishers Weekly® Reviews
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Advertising executive Fromm and lawyer Garton deliver an insightful tome on how to market to one of the biggest segments of consumers today. Millennials—those born between 1977 and 1995—spend an estimated billion annually. This group, which is 80 million strong in the U.S., expects certain things from the brands it embraces: a willingness to engage in social media; an ability to provide a personal touch; efforts to make consumers look good to their friends; and a built-in sense of adventure. After providing a comprehensive outline for engaging Millennials, the authors describe a principle that they view as fundamental: don’t give consumers “a reason to cheat” on your brand. Using examples from brands that have mastered this principle, including Ford and Lilly Pulitzer, and providing key takeaways at the end of each chapter, the authors provide a roadmap that will allow readers to successfully engage this valuable demographic. Agent: Loretta Barrett, Loretta Barrett Books. (July)