marketing & millennials… it’s a wee bit different

presentation outline:

1. marketing has transformed • from targeting to triangulating

• how macro forces, human interests and business interests intersect to create HotSpotsTM

• brands succeed based on their ability to find their HotSpots

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2. 5 hotspots skew Millennials • nice vice • me & we • me only better • be human • shared value

marketing has transformed

companycontent customers

traditionally… companies were gatekeepers between content and customers

targeting

companycontent customer

…positioning was built by targeted ads meant to buy a place in people’s minds

company

culture

customer

…today, companies must earn a place in people’s hearts by intersecting customer interests

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SHARED VALUE

in order to identify opportunities…

…we must find where business & human interests intersect

human interests - physiology - safety - love/belonging - esteem - self-actualization

macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare

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business interests - growth - profitability - productivity

HOTSPOTS

human interests - physiology - safety - love/belonging - esteem - self-actualization

macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare

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business interests - growth - profitability - productivity

we call these places HotSpotsTM

5 hotspots skew Millennials

NICEVICE ME&WE

MEonlyBETTER BEHUMAN SHAREDVALUE

HOTSPOTS -

…engaging in vice without the riskNiceVICE

ME&WE …being yourself AND still belonging

MEonlyBETTER …seeking tools for self-improvement

BEHUMAN …looking for brands that act like family

SHAREDVALUE …supporting those pushing for change