Scott Monty

Generational Marketing

<img src="http://www.scottmonty.com/uploaded_images/Razor_Brian_Warren" align="LEFT" hspace="30" vspace="10" />As I was shaving with a disposable razor this morning - not my usual razor - I began thinking about the power of generational marketing. One way of segmenting markets is by looking at the various generations: Matures (b. 1909-1945), Baby Boomers (1946-1964), Generation X (1965-1976) and Millennials/Gen Y (1977-1994). We're well aware that the Baby Boomers are the largest generation, followed by the Millennials, hence such the interest in both.<br /><br />As I was using the disposable two-blade, I thought about my Gillette Mach3 Turbo razor and was reminded of how I got to use the Gillette brand in the first place. In the late 80s / early 90s, Gillette made an incredibly smart marketing move: they purchased the mailing list of the <a href="http://www.sss.gov/">Selective Service</a>. If you're not familiar with the Selective Service system, every male in the U.S. between the ages of 18 and 25 must register, in case there's the need for a military draft.<br /><br />Gillette sent their new (at the time) razor, the Sensor, to every registrant. For reference, Gillette makes more money on their blades than they do on the razor mechanism itself - it's similar to the computer printer model, in which printers are priced affordably and the cartridges are expensive. Each and every young male that registered got a free razor and set of blades from Gillette, essentially giving them the opportunity to be Gillette customers for life. I don't know what the long-term adoption rate for Gillette was, but I can guarantee you that it got more men thinking about their products than just advertising would have done.<br /><br />But  it got me to thinking more broadly: how many opportunities are there for marketers to really affect an entire generation? It seems like a tall order in this minute-by-minute attention-starved generation. But if it's something as simple as what Gillette did, such an experience has the potential to stick - especially since word of mouth (online and offline) can help such efforts grow.<br /><br /><span style="font-weight:bold;">Are there other campaigns that you know of that have affected entire generations that way? Or are there opportunities that you foresee for current brands to have this kind of impact? Drop me a comment and let's discuss it.</span><br /><br /><span style="font-style:italic;">Photo credit: <a href="http://www.flickr.com/photos/vistamonster/80955934/">Brian Warren</a> (Flickr)</span>

Generational Marketing

As I was shaving with a disposable razor this morning - not my usual razor - I began thinking about the power of generational marketing. One...

Social Network Shorthand

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<a href="http://4.bp.blogspot.com/-6I374UvYUIk/U1nhp9S9ubI/AAAAAAAASxw/o6YLVkpli2U/s1600/152502539_c4cb9121eb_b.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="An easier way to remember what some of the main social networks can do." border="0" src="http://4.bp.blogspot.com/-6I374UvYUIk/U1nhp9S9ubI/AAAAAAAASxw/o6YLVkpli2U/s1600/152502539_c4cb9121eb_b.jpg" height="480" title="Social network shorthand" width="640" /></a></div>
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Have you ever needed a quick analogy in a business or social situation that helps you explain what a social network concept is? I know I have - many times.<br />
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One of the most common questions I get is "What's Twitter?" And I've witnessed many experienced people explaining Twitter in more than a few sentences. I know, it's ironic that it's difficult to explain it in fewer than 140 characters. One of my descriptions is: "<span class="Apple-style-span" style="font-style: italic;">it's like group IM, a water cooler and market research, wrapped up in one</span>."</div>
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But beyond that, when people begin comparing social networks - or more importantly, questioning the use of each - how can you discern them in a way that people can undertand quickly and easily? This is especially important, given that <a href="http://blog.facebook.com/blog.php?post=57822962130">Facebook is becoming more Twitter-like</a>.</div>
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While it's possible to have <a href="http://checkusernames.com/">a profile on many sites</a>, I concentrate my efforts on the triumverate of social networks - Twitter, Facebook and LinkedIn. In order to help you understand how I interact on each, I previously published a posted called <a href="http://www.scottmonty.com/2008/05/how-i-think-about-my-social-networks.html">How I Think About My Social Networks</a>.</div>
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<span class="Apple-style-span">Twitter, Facebook and LinkedIn in 140 characters or less</span></h4>
<span class="Apple-style-span">Here's the best way I've been able to describe the difference in each platform and how I use them: </span><br />
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<span class="Apple-style-span"><span class="Apple-style-span" style="font-style: italic;">LinkedIn is the business meeting; Facebook is the hallway conversation; Twitter is the cocktail party. </span><span class="Apple-style-span"><a href="http://ctt.ec/eU2fT" target="_blank">[Tweet this phrase]</a></span></span></blockquote>
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<span class="Apple-style-span">For me, LinkedIn is my most professional of networks, where I have my work experience and connect with other people on a professional level. On Facebook, it's more of the interaction between meetings, where we're free to share information on a professional and personal level. And on Twitter, it's a free-for-all.</span></div>
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<span class="Apple-style-span">One interesting observation, though: increasingly, these sites are becoming more similar to one another. LinkedIn has applications and groups (Facebook, anyone?) and Facebook now has an interface that asks "What's on your mind?" (Twitter, anyone?). It will be interesting to see how they continue to differentiate themselves.</span></div>
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<span class="Apple-style-span"><span class="Apple-style-span">Do you have a better description of social networks? Are there any trends that you're noticing? Drop a note in the comment section and let's see the magic happen.</span></span></div>
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<span class="Apple-style-span"><span class="Apple-style-span" style="font-style: italic;">Photo credit: </span><a href="http://www.flickr.com/photos/saschaaa/152502539/"><span class="Apple-style-span" style="font-style: italic;">saschaaa</span></a><span class="Apple-style-span" style="font-style: italic;"> </span></span><br />
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Social Network Shorthand

Have you ever needed a quick analogy in a business or social situation that helps you explain what a social network concept is? I know I ...

Advertising to Gen Y on Social Networks

The other day, I remarked that Ford is "not interested in advertising on social networks. <a href="http://www.scottmonty.com/2009/02/business-of-social-media.html">We're interested in getting in there and interacting with people.</a>" Here's why:<br /><br /><span style="font-weight:bold;">The Good News</span><br /><img src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/SbBRmycA8qI/AAAAAAAABo0/PSvyz2prwfY/s320/pmn-pace-university-percent-generation-y-notice-ads-february-2009.jpg" style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 209px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5309833687485969058" /><br /><br /><span style="font-weight:bold;">The Bad News</span><br /><img src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/SbBRngYtR2I/AAAAAAAABo8/fwrxz7GXpks/s320/pmn-pace-university-relevancy-ad-generation-y-february-2009.jpg" style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 210px;" border="0" alt="" id="BLOGGER_PHOTO_ID_5309833699820128098" /><br />So once again we hear that advertising on social networks is not effective when you're trying to reach Millennials. This is according to the <a href="http://www.thepmn.org/">Participatory Marketing Network</a>, Pace University's <a href="http://www.pace.edu/page.cfm?doc_id=32123">Lubin School of Business' Interactive and Direct Marketing Lab</a>, and <a href="http://www.marketingcharts.com/interactive/socnet-ads-less-effective-than-other-web-types-7172/">IDC</a> (Source: <a href="http://www.marketingcharts.com/interactive/socnet-ads-not-relevant-to-81-of-millennials-8200">MarketingCharts.com</a>).<div><br /></div><div>Not a big surprise.</div><div><br /></div><div><span class="Apple-style-span" style="font-weight: bold;">The Important Stuff</span></div><div>Here's where it gets interesting. Wanna know what Millennials do care about on social networks? (Of course you do - that's why you're here.)</div><div><div><ul><li>Getting news or product updates (67%)<br /></li><li>Having access to promotions (64%)<br /></li><li>Viewing or downloading music or videos (41%)<br /></li><li>Submitting opinions (36%)<br /></li><li>Connecting with other consumers (33%)<br /></li></ul></div><div>There's an opportunity here for you, marketers. If you want to make a splash on a social network where your customers are, make it worth their while. Give people updates about your products - perhaps information that they can't get elsewhere, or make it the first place you place the updates. Give them an offer that can only be gotten from the social network.</div><div><br /></div><div>In other words, provide value and be contextually relevant to why they're there in the first place. Don't interrupt them with your ads and expect results.</div><div><br /></div></div>

Advertising to Gen Y on Social Networks

The other day, I remarked that Ford is "not interested in advertising on social networks. We're interested in getting in there and ...

Scott Monty - Strategic Communications & Leadership Advisor

Generational Marketing

Social Network Shorthand

Advertising to Gen Y on Social Networks

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