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Home » Writer's Blogs » Bea-Fields Leadership Articles by Bea Fields Bea Fields (10) Bea Fields Bea Fields Companies, Inc. 10 Surefire Strategies for Marketing and Selling to Generation Y Posted Tuesday, December 09, 2008 (351 days 11 hours ago.) Viewed 22 times. They're called Generation Y, Millennials, Echo Boomers, and Connecteds. By whatever name, this generation of youth born after 1977 represents more than 70 million consumers in the United States. They earn a total annual income of about $211 billion, spend approximately $172 billion per year** and considerably influence many adult consumer buying choices, so no longer are they the youth that will be seen but not heard -- and marketing professionals need to take notice! Generation Y cannot be reached through traditional marketing channels. Direct mail, print ads, and television advertising bounce off these powerful consumers like bullets on Superman's chest. They are impermeable to the marketing messages that appealed to their parents and grandparents. Generation Y represents a massive group of influencers -- the largest, and the most cutting edge generation in our history. They cut their teeth on technology, grew up with the knowledge they could do anything (because their parents and teachers told them so!), and the desire to make a difference in their world. So how do you break through this marketing barrier when they can choose their own music without listening to a commercial radio station, can block outsiders from their social circle -- which revolves around cell phones and online networks like Facebook and MySpace -- and only refer to newspapers when they need packing material to move on to their next venue? In my work with emerging leaders, I've discovered many ways in which marketers have totally missed the mark with Generation Y consumers by not acknowledging their motivators. So let me clue you in to the ways in which you can effectively connect with this growing market of savvy spenders. 1) Respect them as consumers: Members of Generation Y are tech savvy and highly intelligent. Don't talk "at" or "down to" them. 2) Get to know them. Before they will do business with you, Generation Yers want to know that you care enough to find out what makes them tick. But don't rely on the old method of marketing surveys. Get out there and talk to them. Find out how they spend their free time, the music they listen to, and what they eat, wear, read, watch, and drive. You might just be surprised by what you learn! 3) Look cool and hip: As Steve Jobs said about his Apple iBook: "I wanted to make the computer look so cool and so attractive that Generation Y would want to lick the screen." Generation Y will buy based on a sleek, beautiful, cool-looking package. To see what's working, visit http://Apple.com . 4) Be socially responsible: Generation Y is incredibly conscious about social causes including the environment, animal rights, and world hunger. They want to know that your company is aligned with a cause that creates an emotional connection with them. 5) Be real: Young consumers can spot a phony from a mile away. Don't try to talk the talk if you don't speak the language. Be honest and open. Drop the old sales-speak and be sincere when marketing your products and services. 6) Join their networks: Generation Y will not come looking for you. If you want to attract Generation Y, go where they hang out: social networking sites. MySpace, Facebook, Twitter, Delicious, and Second Life are the hot sites for Generation Y and cost nothing to join. Invest time in reading what they are writing about and getting engaged in an online conversation, and your return will be the knowledge of how to market to them. 7) Take it to the streets: Today's youth love experiences. Promotional stunts, product sampling, and rollouts in a strategically placed venue attract the young urban buyer. They thrive on word of mouth marketing, and street marketing is one of the best ways to create buzz for the young consumer. Today's smart marketers use street teams and event marketing to reach Generation Y. For more information visit http://www.streetteampromotion.com and http://www.mryouth.com . 8) Give them a chance to win: Generation Y is wild about winning a contest or receiving a gift, especially if it's meaningful to them, like an iPod, a trip to a national snowboarding competition, or tickets to a hot concert. And you'll always be able to reel them in with great java and food. But one caveat: Generation Yers travel in groups so be sure the gift or prize includes enough spending power for them to bring along their friends. 9) Go viral: YouTube turned the Internet from an information highway into an entertainment complex without walls. Video (vodcast) and audio (podcasts) bits uploaded to your site can spread across the Internet as Generation Yers share their favorites with their friends, who pass it along to their circle, and so on. 10) Text them : I hear many older generation leaders saying, "I don't text message. I don't even use e-mail." If you can't connect with their preferred method of communication (texting over email), forget about reaching Generation Y. Learn how to integrate mobile technology in your marketing efforts to get into their networks and be seen. Look at how popular shows like American Idol use texting to vote for their favorite performers, because the producers recognize that their audience is primarily is Generation Y! Generation Y is not difficult or complicated. They are truly unique. And these young people are going to be your customers, if only you learn how to reach out to them. ** Harris Interactive 2003 Youth PulseSM Survey, www.harrisinteractive.com Bea Fields is an Executive Coach and the President of Bea Fields Companies, Inc. She specializes in Leadership and Team Coaching for high growth companies, non-profit organizations and medium-sized businesses. Fields is the chief principal of author of Millennial Leaders: Success Stories From Today's Most Brilliant Generation Y Leaders and is the co-author of EDGE! A Leadership Story. To book Bea Fields for your next speaking or media event, contact her at (910) 692-6118. Permalink         Comments (0) Make the Best of a Down Economy: Hire a Gen Y Careerist Posted Monday, December 08, 2008 (352 days ago.) Viewed 53 times. During an economic downturn, many employers respond with a knee-jerk reaction to cut bottom line expenses by laying off some of its most critical talent. Yet the goal during a down economy is to build a visual bridge between what is going on today and where you want your company to go in the future. The Gen Y careerist is certainly one demographic you don't want to ignore during a down economy. They are the most skilled, tech savvy generation in the history of business, and they can bring enthusiasm and knowledge into your company at an affordable price but only if you know how to speak to their values, needs and desires. Andif you play your cards right by building an open, respectful relationship with them, there is a good chance that your Gen Yers will come back to you in a few years when you need them (and trust me on thisyou are going to need them!) This article will provide you insight into how to make the most of a slow economy by tapping into the assets and spirit of the Generation Y worker. 1. Embrace Gen Y's need to job hop. Generation Y is a generation that is well known for job hopping, not because they lack respect or loyalty. They see moving from job to job as an essential step for building a great career. During a down economy, you may find you will reap the rewards of hiring Gen Y on a temporary basis (3-6 months) and doing everything you can to build a loyal relationship with them. They will enjoy the freedom of knowing the job is short-term and if you treat them well, they will more than likely come back to you in the future when the economy turns back around. If your company is one that has strong brand equity, sell Gen Y on the opportunity to add your company to their resume. They'll love this idea. 2. Invite Gen Y to offer training to your company. Is your company lacking a few tech skills, online social networking skills or the knowledge about what's really going on in the marketplace for ages 18-29? If so, a down economy may be the perfect opportunity to invite a few Gen Y techies to speak to your company. This generation thrives on teaching others, and they love nothing better than to talk about subjects dear to their heart like text messaging, how to use social networking sites effectively or to talk about what's going on with i-tunes or their favorite digital download site. Learning what Gen Y knows can give your company a serious upper hand in the marketplace when the economy picks back up. 3. Tap into the entrepreneurial spirit of Gen Y . Many Gen Y careerists are not only working for a company but are running a small business or a non profit outside of work. During a down economy, you may be able to outsource a few tasks to a Gen Y contractor or consultant. At the same time, tapping into Gen Y's entrepreneurial spirit will add new ideas and bring new networks into to your company which can help you move through sluggish times with a brand new perspective. 4. Market to the emerging careerist through Gen Y. There is one thing to know about Gen Y: They have a very large global network, and they make decisions based on what their friends tell them to do. Savvy business owners will see a slow economy as an opportunity to do some very creative marketing. By getting Gen Y into your company during this time, even on a part-time basis, you can build strong word-of-mouth marketing in the Gen Y community about your company's brand. Host a social or business event specifically for your Gen Y workers, and invite them to bring their friends. You will hit the nail on the head by including their network in a few of your company events. 5. Use this time to allow Gen Y to get paid to volunteer. Companies like Ernst and Young are actually paying their Gen Y's to volunteer in countries abroad(Brilliant with a capital B.) Gen Y loves to volunteer and may actually take a reduced salary in order to do meaningful work for your company in a location or neighborhood that needs your services. You may also find grant money to fund this effort, or you may be find a company who is willing to partner with you to make funding available for this form of outreach. Companies like the Peace Corps and Teach for America are quite popular with Gen Y, because the young careerist can see from day one how their efforts are creating a better world. Take advantage of this time to make your company more visible through the civic mindedness of the twentysomething careerist. 6. Offer Gen Y the opportunity to take on leadership development training and shorter stretch assignments which will strengthen both their career and your company . During a down economy, the first thing that many employers cut from their budget is training and development. A down economy is actually a golden opportunity to get young workers involved in stretch assignments and more training and development which can build sustainability for your company. By offering Gen Y the opportunity to train inside your company, you may be able to negotiate a more affordable fee or salary short- term in exchange for leadership and skill development and mentoring with a more seasoned manager or leader. Gen Y thrives on development, so do your best to take advantage of that desire when times get tough. This article was written by executive coach and Generation Y expert, Bea Fields. Fields is the President of Bea Fields Companies, Inc. and the co-author of Millennial Leaders and EDGE! A Leadership Story . To book Bea Fields for your next media interview or special event, contact her at (910) 692-6118. Permalink         Comments (0)

Archives: November 2009 M T W T F S S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30           « Oct     Previous Posts: 10 Surefire Strategies for Marketing and Selling to Generation Y The 10 Most Critical Questions All Business Owners Need to Answer to Drive Innovation Make the Best of a Down Economy: Hire a Gen Y Careerist 16 Strategies for Busting Through the Cycle of Procrastination Marketing to Generation Y: What You Can't Afford Not to Know 10 Critical Questions to Answer for Successful Innovation 5 Strategies Every Leader Should Know About to Successfully Navigate Change The 5 Fears that Keep Senior Leaders From Enjoying Generation Y All Posts by Bea Fields Related Posts: What Are You Giving Away? Attract Clients by Going for the Right Market Social Media for Marketers: Why Waste Your Time? The Bold Strategies in Marketing Brochures Three Basic Marketing Tips Failing Businesses Don't Know All That You Can Do With Promotional Merchandise Which Promotional Items Will Work The Best Getting Business Sales Numbers Higher

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