This is an unsolicited review.
A few weeks ago, I was lucky enough to win a copy of Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, by Jeff Fromm and Christie Garton, from Marketing Sherpa. I was so impressed with the wealth of information, data, insights and strategic tools offered in the book, I decided to share it with you here.
Marketing to Millennials is based on legitimate research and intensive interviews with leading brand executives and Millennials. The authors zero in on specific behaviours and attitudes in the Millennial (also known as Generation Y) consumer group, which is 80 million strong. They are the largest generation (outnumbering even Baby Boomers), and bring with them some $200 billion in buying power. Their consumer influence converts to at least twice that much. The first of the Millennial generation was born in the late 70’s, which means they are now entering their prime earning and spending years. It’s time to get to know them better.
I’m all over the latest marketing information and pride myself in staying current. Even so, I was humbled by just how lacking in detail my knowledge was in regards to Millennials prior to reading this book. That’s because the available information is scant and scattered due to the majority of Millennials being relatively new consumers. We have had some data and educated guesses to go by and very little else. Marketing to Millennials changes all that in a big way, with the tangible information and insight marketers need to strategically target this group of consumers. It defines and dissects Gen Y in great detail, delving into the variations within the group based on the age range and genders it encompasses.
The Marketing to Millennials chapter titles is a list of tips in itself:
- Who Are They?
- The New Rules of Marketing to Millennials
- Engage These Early Adopters of New Technology
- Build a Listening and Participation Strategy
- Make Them Look Good Among Their Peers
- Design a Sense of Fun and Adventure
- Don’t Give Them a Reason to Cheat on You
We’re going to be selling to Millennials/Generation Y for the next several decades. Millennials are an exciting group to work with and market to (or “with”, as Becky Johnson, Chief Marketer for Applebees astutely notes in the book’s Forward). They open up a whole new world filled with lively engagement, communication, transparency, accountability, influence, diversity and FUN. Marketing has never been so vibrant and exciting as it is with Gen Y in its cross hairs. Have honest conversations with them, respect them, learn from them, embrace them, and you’ll be sure to profit from them. It really is that simple, once you get to know them.
Authors have to be careful with data in books because many reader’s eyes glaze over if they include too much. I’m a data junky so in spite of Marketing to Millennials’ multitude of facts and figures, I still wanted more. For most people, the book includes more than enough to digest and utilize. The biggest drawback for Canadian marketers is the book content is primarily American, but the insights are still applicable to the Canadian market.
We give Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, by Jeff Fromm and Christie Garton, 4/5 maple leaves!
Have you read Marketing to Millennials? Please share your review in the comments below.
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Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In over 20 years of working online, she has owned or managed both educational and eCommerce websites.
Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on CanadiansInternet.com, CanadianFamily.net and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.