�ݺ�ߣ

Jeff Fromm
Co-Author “Marketing to
Millennials: Reach the
Largest and Most Influential
Generation of Consumers
Ever.”
EVP at Barkley, a fiercely
independent ad agency.
Copyright© 2013 by Barkley. All rights reserved.

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Let’s talk
Millennial
expectations.
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The Definition
of Brand Value
We Knew and Loved

DIED.
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The OLD
Definition
Σ
Brand Value =

Functional + Emotional

Price

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The NEW Definition of Brand Value
Brand Value = Σ

Functional, Emotional & Participative Benefits

Price

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MILLENNIAL
MINDSET

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Copyright© 2013 by Barkley. All rights reserved. Images via respective sites.

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The Participation Economy

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Creative Excellence
to Content Excellence

CREATIVE
EXCELLENCE

CREATIVE
EXCELLENCE

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So Here Are The Six Rules:
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Engage early adopters of new technology.
Build a listening and participation strategy.
Buying into a brand idea is more powerful.

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Design a sense of adventure and fun into your brand.

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Embrace disruption.
Keep their loyalty.


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RULE 1:
Engage Early Adopters
of New Technology

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Millennials are 2.5x
more likely
to be early adopters
of new technology

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Source: “American Millennials: Deciphering the Enigma Generation.” Joint research by Barkley, BCG & SMG.

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RULE 2:
Build a Listening and
Participation Strategy

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One-third of
Millennials say they
like a brand more
when the brand uses
social media

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Source: http://weknowgifs.com/wp-content/uploads/2013/03/googly-eyes-meerkat.gif

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Taco Bell Joins The
Snap Chat Community
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Images via Twitter

Taco Bell Shares Secret:
Beefy Crunch Burrito is Back
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Images via Twitter

RULE 3:
Buying into a brand
idea is more powerful
than simply buying a

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70% of Millennials are
more excited about a
decision they’ve made
when their friends agree
with them.

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Images via Warbyparker.com

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RULE 4:
Design a Sense of
Adventure and Fun
into your Brand

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69% of Millennials
say they consider
themselves
adventurous

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Images via Freebirds Facebook Page

RULE 5:
Embrace Disruption

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Meet Mike

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82,693

25,019

10,087,490

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Stats of April 23, 2013

RULE 6:
Keep Their Loyalty

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45% of Millennials will go
out of their way to shop at
stores offering rewards
programs

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Image via southwest.com

What if you have an
iconic brand with an
older core audience?

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We need to
reevaluate how
you think of ROI.
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Storytelling to Storydoing

STORYTELLI
NG

STORYTELLING
STORYDOING

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THANK YOU
@ JeffFromm | JFromm@barkleyus.com |
www.millennialmarketing.com

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�ݺ�ߣ

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