Visit www.buentrepreneurship.wordpress.com for more works related to entrepreneurship! Made by students from Bishop's University, Quebec, Canada.

1. Marketing to
Millennials
JC Turgeon Kurtis Allan

2. Agenda
● Who They Are
● Why they Matter
● Likes and Dislikes in an Ad Campaign
● New Economies Created
● What to Market to them
● How to Market to Them
● BU Dragon’s Den

3. Who are the millennials?
● Generation after Generation X
● Born Between 1980-2000*

4. Different Names for Millennials
Generation Y
Echo-boomers
Net Generation
Screenagers
Digital Natives
Generation Screwed

5. Millennial Stats in Canada
● 8 million + (24% of population)
● $70 billion buying power
● Usually have a higher rate of unemployment compared
to rest of the generations
● Medium Income of $34,700
● ¼ Millennials with a University Degree working a low
skill job
● 75.5% have a post secondary Education

6. Millennial Stats in the U.S.
● Expected to outnumber
baby boomers this year
● Currently makes up 25%
of population
● Most educated
generation ever
● Will make up 75% of
workforce in 2030
● Buying Power

7. Millennials V. Other Generations
● First generation to
have encounter
technology as kids
● Delayed Adulthood

8. How Other Generations View
Millennials

9. 6 Types of Millennials
Hip-ennials
Millennial Parents
Anti-Millennials
Gadget Gurus
Green Millennials
Old School Millennials

10. Hip-ennials
-Represents 29% of Millennials (largest group)
-Strong desire to make the world a better place
-Well informed on global issues
-Donate to charity and volunteer

11. Millennial Parents
-22% of millennials
-Family oriented
-Sensitive about health and fitness
-Intensively active online
-Older and has higher income

12. Anti-Millennials
-16% of millennials
-Focused on local scene
-Conservative, seek comfort and stability which
goes against values most millennials have in
common

13. Gadget Guru
-13% of millennials
-Highly focused on technology
-Avid consumers of electronic products
-Generate a lot of content online
-Mostly males with higher income.

14. Green Millennials
-10% of millennials
-Cause driven, very sensitive to human rights
and environmental issues
-Greatest content contributors
-Generally younger and mostly composed of
full time students.

15. Old School Millennials
-10% of millennials
-Least active on social media and technology, -
Independent and self-directed
-Usually older

16. Millennials and TBL
● Are optimistic
● Environmentally
conscious
● Social minded

17. Millennials and Ethically Made
Products

18. What Matters to Them

19. Why Millennials Matter to Marketers
● Large
● Unique
● Influential
● Here Now

20. Millennial Likes in an Ad Campaign
● Humour
● Honesty
● Nostalgia
● Story Telling

21. Millennial Dislikes in an Advertising
● Too much of a
social presence
● Too many Ads
● Not to the point
● Traditional
Advertising

22. Turning Traditional
Business/Marketing on its Head
The Sharing Economy
The Participation Economy
The Experience Economy

23. The Sharing Economy

24. ● Definition
● Previous Generations
● Reasons for Emergence
● What's being shared
● How Est. Companies are responding
● Future
● Marketing Opportunities
The Sharing Economy

25. The Case of the Auto Industry
● Millennials are not
driving at the same rate
as passed generations
● Cars Idling
● Uber/Car2Go/Zipcar
● Reaction from Car
Industry

26. The Participation Economy

27. The Participation Economy
● Definition
● Previous
Generations
● Reasons for
Emergences
● Marketing
Opportunities

28. New Brand Formula

29. The Importance of UGC

30. The Case of Lays Chip Ads
Problem:
● 12.4% decrease in
household penetration
● Millennial Generation
Goal: To Build an emotional
Connection with “future
snackers”

31. What they did
● Got Celebrity Endorsements
● Traditional Media
● Social Media
○ Facebook
○ Voting App
● https://www.youtube.com/watch?v=RGizMObNgsQ

32. Results
● Most Successful Campaign in company history
○ 8% increase in Sales
○ 3.8 million flavour submissions
○ 1.4 million votes
○ 2.7 million app installations
■ 57% millennials
● 2.2 million more FB Fans
■ 950k+ millennials

33. The Experience Economy
● Definition
● FOMO
● Marketing
Opportunities

34. Keys Points on What to Market to
Millennials
● Your Opinions matter
● Sell the experience, not
the brand
● We understand your
Values
● Whats in it for them
● You are Not all the
Same and We Get that!

35. How to Market to Them
● Word of Mouth
● Social
Media/Websites
● Product Placement
● Event Sponsors

36. The Importance of Electronic Devices

37. Social Media
What Works
● Create an emotional
relationship with them
● Get a trusted social
media personality to
promote
● Images/videos

38. Facebook Ads
Allows you to reach
very specific target
market with location,
demographic,
education and
interests criterias

39. Statistics

40. Product Placements
● Benefits
○ Cheap
○ Seen by Many
○ Subtle

41. The Case of the Music Industry
Firms sponsor artists with high
social media influence, providing
funding for mixtapes and music
videos. Association and product
placement gives brand a whole
new way to reach millennials
who are greatest consumers of
music and entertainment online.

42. Event Sponsorship
● Great way to meet
potential customers
● Event Sponsorship
is on the rise
● Allows for a lasting
impression

43. Recap: How to Market
● Create a relationship
● Subtlety is Key
● Pictures speak a thousand words
● Get who the people like and trust online
● Sponsor an event

44. Conclusion

45. BU Dragon’s Den
● What’s being
advertised
● How it is being
advertised
● #BUDD

46. Questions/Comments?