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G e n e r a t io n a l m a r k e t in g
| Guest post by: Véronique Esposito |
Article Overview: But to succeed with this target group, it is not enough for a brand to devise playful, nostalgic and comforting products that draw references to their childhood memories. They are more communication savvy than any other consumer groups. Overloaded with choice, constantly exchanging opinions with friends who have become the support system that society and family are not able to provide, kidults are the most over marketed generation ever. So in order to connect to them, a brand must provoke, intrigue them and talk with them, not to them.
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G e n e r a t io n a l m a r k e t in g
But to succeed with this target group, it is not enough for a brand to
devise playful, nostalgic and comforting products that draw references to
their childhood memories. They are more communication savvy than any
other consumer groups. Overloaded with choice, constantly exchanging
opinions with friends who have become the support system that society
and family are not able to provide, kidults are the most over marketed
generation ever. So in order to connect to them, a brand must provoke,
intrigue them and talk with them, not to them.
The latest Orange TV campaign, showing a smart thirty something woman
playing unexpectedly with a young punk looking hunk sitting next to her
on a street bench, provides a great example of how to engage with this
target group and excite their curiosity. At first, it looks like the two
characters would never talk, but they then engage in a wild game of waste
bin handball. It’s not just about fun and childish behaviour; it challenges
expectations and reflects the importance of human communication and
connections, a message which speaks clearly to this “mobile” and ultraconnected
generation.
These consumers are very at ease with technology, they’re well travelled
and multicultural. They connect therefore better to brands, products or
services that stimulate their cross-cultural interests and combine playful or
unexpected references to arts, fashion, music, films, literature or
technology. That’s why the Vittel campaign with Bowie mutating through
his different periods and fashion styles hits the right spot with them. It
draws on musical references this generation has grown up with and
shares, but it is also visually stimulating, ironic and neither the brand - nor
Bowie - take themselves too seriously. Sounds easy? Be careful, these
people can spot fake hype and marketing gimmicks instantly and they’ll
spread the word quickly. • • •
consumers, a brand must be true to itself and treat them like a family of
friends. Friends because they instantly understand, share similar cultural
references and most importantly have similar values: honesty, trust, loyalty
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About the Author: Véronique Esposito RSS for Véronique's articles - Visit Véronique's website Click here to visit Véronique's website   G e n e r a t io n a l m a r k e t in g J u s t K id d in g A n ic h eo r a t r e n d s e t t in g m o v e m e n t |
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