TESA – Public Relations

Generational Marketing – What is it?

Five Living Generations

G.I. 1901 – 1926Silent 1927 – 1945Boomer 1946 - 1964Gen X 1965 - 1981Millennial 1982 - Present

The Silents – 1927 - 1945

Described as the generation born too late to be World War II heroes and too soon to immerse themselves in the social activism of the 1960’s

3 MAJOR PERIODS CREATED CORE VALUES

Struggle & SacrificeHorror and triumph of warCold War threat yet

joyous period

When Silents came of age it was actually UNCOOL to be young.

Boomers – 1946 - 1964

World War II ends 16 million young men return

home All at once they create babies

BABIES

WWII

Return home

Get married

Jump in the Sac

9 months

later

Generational Waves

Baby Boomer 1st Wave (1946-1954) Baby Boomer 2nd Wave (1955 – 1964)

Boomer waves

1st Wave Social Activists Considered the Consciousness

movement Marched, demonstrated and “had a

cause”

2nd Wave Born to late for the social movement Many have not felt like Boomers Came of age when the social activism

was ending so didn’t engage in the active movement

GenX – 1965 - 1981

All About SurvivalIndividualist and diverseResists any single labelResents attempts to pigeonhole them

No other generation hasGrown up more isolated

And more misunderstoodBy older generations

GenX

GEN X ATTRIBUTES Gen X’s believe it is all

about them as they are in the first generation to have TV channels that program and advertise ONLY to them.

+ Independent+ Self Reliant+Distant from older generations+Considers Marriage disposable+ Looks at world as us against them

Millennials – 1982 – Present (1st wave)

Most adult supervised kids in AmericaDramatically different Core values than Gen X

Pessimistic about country's directionRespectful of AuthorityFocused on Education

They are team players and are About “we” vs “me”

Millennials

MARKETING to Silents

• Attracted by loyalty programs• Brand Loyal•Group events are effective• Like to be educated• Social Interaction is welcome•Don’t single them out

PRINTWhat Media works for Silents

What does not work for SilentsTelemarketing

MARKETING to Boomers

•Not brand loyal• Instant gratification free spenders• Very receptive to advertising•Demanding Customers

Be Honest – fact basedWhat Media works for Boomers

What does not work for BoomersDon’t Pitch you deserve it

MARKETING to Gen X

•Market to gender•Use ATTITUDE• Be Edgy & Cynical• They are Bored easily• Brand Orientated• Clever and surprising ads

Colorful moving messagesWhat Media works for Gen Xer’s

What does not work for Gen Xer’sTarget as one Homogeneous Group

MARKETING to Millennials

• Attracted to “cause” marketing• Technology is their game• Like to do things in groups•Ok with multitasking• Patriotic and team players

Social Networking/Buzz MarketingWhat Media works for Mils

What does not work for MilsLogo’s and branding

-None of us choose the year we were born

-None of us choose which decade shaped us for life

-None of us choose the generation we are in

Knowing generational valuesKnowing Generational marketing

Gives you understandingOn how to attract members

Understanding GenerationsWill help your lodge

Determine what typeOf marketing strategy to use