Twitter

Gen C: The Generational Marketing Hybrid

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

A market-making merger has happened.   You didn’t know?   In the last of this Generational Marketing series, we go full circle and see how, instead of separating ageist cohorts, the emergence of Generation C binds generations together.     Yes, that’s the newsflash. M&Ms and chocolate bars have merged – creating a deliciously successful conglomerate. It’s a whole new category.  No longer just separate crunchy colours, M&Ms are now bound together, in a block of choc-yumminess. And… you may recall, at the beginning of this series, that I likened generational marketing to sorting M&Ms into colours: “each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.” Generation C breaks that mould. Instead, its closest likeness is the new M&M Block – a mashup of previously distinct and ageist cohorts – bound...

Is Your Brand Ready for Gen Z? The iGen is growing and mowing down brands

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

Move over. The Centennials are on their way.   They’re WiFi enabled and unsurprisingly, in the not-so-distant future, they’ll be forcing brands and businesses to change their ways. Again.   The fifth of this 6-part Generational Marketing series, highlights how the first cohort of this generation – now a mere 16-20 years old – are already being depicted as difficult to engage, extremely design conscious and have exceptionally high expectations of all brand activities, especially digital.     Surprising. That’s what Generation Z are, once you get to know them. Sadly, though, as young as they are, they’ve already been written off as having the attention span of a gnat. But much of that, is the older ‘generational rite’ of complaining about ‘the kids these days’ and is loaded with preconceptions, stereotyping and biases. If instead, you try to glimpse the future through...

The Millennial Motherlode: Gen Y are the new money-makers

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

There’s almost an entire lexicon devoted to the Millennial generation   However, one word stands out among the mostly negative things said about them: special.   The fourth of this 6-part Generational Marketing series explains that despite all their narcissistic baggage, Gen Y will likely prove that word true and in doing so, deliver a motherlode of money to ‘right-fit’ businesses.     From the time they were born, Gen Y basked in the focused attention of their Boomer parents. They were told they were ‘special,’ that they could be whoever they want to be and that they could do whatever they were passionate about doing. But reality happened. And when you’re set up to believe you’ll lead an extraordinary life and an average one happens, you’re bound to be disappointed. So they’re bitter. Self-centred. And feel they’re entitled. But it’s pointless to complain about...

Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice.   Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.   The third of this 6-part Generational Marketing series, highlights the ways Gen X has influenced the generations before and after them… and what that means for you.     You could say, that Generation X are the X Factor. Why? Because compared to the generations proceeding and following them, they’ve always had an indescribable ‘something’ you couldn’t put your finger on… an unpredictable influence. And they’ve always been able to push your buttons psychologically: making you feel good or inspired, pissed off or aggravated,...

Back to the Baby Boomers – Why going back in time is still a goldmine

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

“Does she… or doesn’t she?“   In the mid-50s, this legendary Clairol campaign was a breakthrough for the salon industry. It removed the stigma of colouring your hair, bankrolled the era of big business in salon services and catapulted women into the box seat of personal spending. Six decades on, the women of that generation are undoubtedly still your most valuable customers.   The second article of this Generational Marketing series explains how the Baby Boomer generation epitomised the word ‘consumption’ and are still driving spending.     Let’s start at the very beginning. Everything we know about mass marketing, advertising and big brands was born in the late 50s and early 60s – the post-war era of relative prosperity and burgeoning consumerism. Suburbia was expanding, manufacturing was in full swing and it was the birth ‘boom’ of the first real...

The M&M Method of Marketing – Which generation are you targeting?

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

It’s nothing new… you’ve done it for years. Hmm? You know, separate them into colours, so you can enjoy their similarities.   Of course we’re talking M&M’s, those best-selling crunchy coated chocolates that disappear quicker than your waistline expands. But what do they have to do with branding?   The first of this 6-part series on Generational Marketing, explains how just like M&M’s, each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.     You’ve heard it time and again: target your marketing to connect with your ‘right’ people. But how exactly do you do that, when there’s so many confusing names and niches? One way is what I like to call, the M&M Method – by segmenting people (AKA M&M’s) into age cohorts (or colours) for a more specific appeal. In doing that you’ll be practicing what’s termed, generational...

What’s Baked into Your Brand? Is it FAB?

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Baking benefits into your brand mix makes it magical   It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science.   Similarly, by baking benefits into your brand … it will be as irresistible as fresh-baked cookies.     You like soft gooey centres. He likes a snap to the bite. Oh, if only there was a cookie recipe that pleased everyone all the time. Yes, it’s tough in the kitchen. Just like the omelette and risotto (which many believe are the true test of a chef) the humble cookie is the baker’s crucible. Why? So few ingredients, yet so many possibilities for disaster. Brand messaging mirrors the pastry chef’s cookie challenge — because it’s what goes into making a message that makes all the difference. So pay close attention, I’m about to share my best message baking...

If You Build Your Brand, Will They Come? Ask AIDA…

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 2 comments

Sometimes you can get a little too much sun, basking in the glory of building your brand.   So much so, that you start hearing voices telling you “If you build it, they will come.”   That line may have worked for Kevin Costner’s character in Field of Dreams, but advice like that can prove disastrous for a brand start-up. Great brands work to a process, to create both sales and success…     It’s got to be said. Field of Dreams lied to us. Why? The voice that spoke to Ray Kinsella and told him to carve that dang baseball diamond from his head-high cornfield left something out. Yes, the tiny tidbit missing was, “If you build it, they will come. But it’s gonna take some effort to get them here.” In the movie, the ghosts of great players miraculously emerged from the cornfield to play ball on Ray’s field, but that sadly doesn’t happen in the real world. Your...