This document discusses marketing to millennials and the importance of innovation. It provides statistics about millennials, such as their population size and spending power. It then discusses six truths about innovative brands that appeal to millennials: 1) engage early adopters, 2) create experiences and adventures, 3) treat content as brand fuel, 4) join the participation economy, 5) embrace experimentation, and 6) stand for more than profit. Each truth is accompanied by statistics and examples of how brands can apply these truths in their marketing. The overall message is that brands must innovate and focus on experiences, content, and meaningfulness in order to effectively engage and market to millennials.

1. Copyright© 2013 by Barkley. All rights reserved.
MILLENNIALS:!
THE INNOVATION GENERATION

2. Mark Logan
Unlearn.
Reimagine.
Innovate.
Evolve.
2
#MillennialMKTG
@mlogan

3. 3
80+ MILLION STRONG
25%
$1.3
21%
OF US POPULATION
TRILLION OF DIRECT SPENDING POWER
OF CONSUMER DISCRETIONARY
PURCHASES

4. 4
HIP-ENNIAL
29%
CLEAN AND GREEN
MILLENNIAL
10%
MILLENNIAL “MOM”
22%
10%
OLD SCHOOL
MILLENNIAL
13%
GADGET GURU
16%
ANTI-MILLENNIALmillennialmarketing.com

5. 5
1984
FIRST MACINTOSH
2007
FIRST IPHONE
The Innovation Generation

6. 6
Innovations first
appear like magic,
then quietly
disappear into the
everyday.

7. 7
62%DESCRIBE THEMSELVES AS INNOVATIVE
78%
TOP 3
26%
BELIEVE INNOVATION IS ESSENTIAL!
FOR BUSINESS GROWTH
PURPOSES OF BUSINESS, AS
IMPORTANT AS PROFIT
FEEL THEIR ORGANIZATION
ENCOURAGES IDEA GENERATION
66% SAY INNOVATION IS KEY IN AN!
EMPLOYER OF CHOICE
Source: Millennial Innovation Survey, Deloitte, 2013

8. FutureCast 2014 All Rights Reserved
Brand Love

9. 9
TOMORROW
UNIQUENESS
REGARD
MEANINGFULNESS
AWARENESS
TODAYCopyright© 2013 by Barkley. All rights reserved.

10. 10
MILLENNIAL
MINDSET
DIGITAL CULTURE
CONSUMER CULTURE

11. 11
SIMPLE TRUTHS ABOUT GREAT
INNOVATIVE
BRANDS

12. 12
INNOVATIVE BRAND TRUTHS
1
2
3
4
5
ENGAGE EARLY ADOPTERS
CREATE EXPERIENCES & ADVENTURES
TREAT CONTENT AS BRAND FUEL
JOIN THE ‘PARTICIPATION ECONOMY’
EMBRACE EXPERIMENTATION
STAND FOR MORE THAN YOUR BOTTOM LINE6

13. BRAND TRUTH 1
ENGAGE EARLY ADOPTERS
13

14. 14
MILLENNIALS
ARE 2.5x MORE LIKELY TO BE
EARLY ADOPTERS
OF NEW TECHNOLOGY
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.

15. 15
USEFUL
IS THE NEW
COOL

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19. BRAND TRUTH 2
CREATE EXPERIENCES
& ADVENTURES
19

20. 20
69% OF
MILLENNIALS
SAY THEY CONSIDER THEMSELVES
ADVENTUROUS
Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.

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24. BRAND TRUTH 3
TREAT CONTENT!
AS BRAND FUEL
24

25. 25
CREATIVE
EXCELLENCE
CREATIVE
EXCELLENCE
CONTENT
EXCELLENCE™
CREATIVE EXCELLENCE !
TO CONTENT EXCELLENCE™

26. 26
WHAT IS
CONTENT
MARKETING?

27. 27
COMMUNICATION
PEOPLE CHOOSE TO
SPEND TIME WITH

28. 28
CONTENT
RELATIONSHIPS
LOYALTY

29. 29

30. 30

31. BRAND TRUTH 4
JOIN THE!
‘PARTICIPATION ECONOMY’
31

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34. BRAND TRUTH 5
EMBRACE EXPERIMENTATION
34

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INNOVATION
CONTENT
PAID MEDIA
SOCIAL
FUELING A REACTION
EARNED

38. BRAND TRUTH 6
STAND FOR MORE THAN!
YOUR BOTTOM LINE
38

39. 39
STORYTELLING STORYTELLING STORYLIVING™
STORYTELLING !
TO STORYLIVING™

40. 40
DOES ANYONE RECOGNIZE THIS GUY?

41. 41
DO THESE PEOPLE LOOK A BIT MORE FAMILIAR?

42. 42Copyright© 2013 by Barkley. All rights reserved.

43. 43Copyright© 2013 by Barkley. All rights reserved.

44. 44
6 QUESTIONS YOU HAVE TO ASK
1 WHAT IS YOUR BRAND AUTHORITY?
2 WHAT ARE YOUR BIG UNMET CONSUMER NEEDS?
3 WHAT IS THE OPPORTUNITY FOR INNOVATION?
5 HOW ARE YOU CREATING UNIQUENESS?
6 HOW WILL YOU CO-CREATE MEANINGFULNESS?
4 WHAT CAN YOU LEARN BY EXPERIMENTING?

45. 4545
THANK YOU
mlogan@barkleyus.com
millennialmarketing.com
@mlogan
moonshot.barkleyus.com