GEN Y TO MARKETERS: ENGAGE US WITH EXPERIENTIAL MARKETING
Recent marketing efforts and proprietary research demonstrate that the way to reach coveted millennials is through experiential marketing, according to this press release from international marketing company Jack Morton on November 30 2005.
Generation Y is one of the most coveted consumer segments around, and for good reason: these young consumers, who comprise today’s tweens, teens and college students, make up nearly a third of the U.S population, with an estimated $170 billion in spending power. Yet Gen Y is also difficult to reach through traditional mass media. Not only are they highly fragmented in their viewing habits – surfing the Internet and playing videogames are favorite activities – but coming of age in the Information Age has made them skeptical of hard sell tactics, and technology such as TiVo and spamblockers enable them to block out messages they haven’t invited.
So how can marketers tap into this critically important demographic? The answer, according to proprietary research conducted by global agency Jack Morton Worldwide, lies in nontraditional marketing events that enable marketers to reach Gen Y face-to-face, weaving products and brands into lifestyle activities that today’s young consumers value and welcome.
Data from a survey of 2,574 US consumers commissioned by Jack Morton and conducted this year demonstrates that Gen Y consumers – also known as millennials – respond strongly to live marketing events, which they prefer over TV and Internet advertising:
- 70% of 13- to 23-year olds surveyed say experiential marketing is extremely or very influential on their opinion of a product or brand.
- 65% of 13- to 23-year olds surveyed say that participating in an event would cause them to act more quickly to purchase a product.
Proving that events add value to other marketing investments, 76% of this demographic say that participating in an event would make them more receptive to the brand or product’s advertising.
Demonstrating that events can inspire value-added buzz marketing, 74% of 13- to 23-year olds say participating in a live marketing experience is something they would tell others about.
Chuck Santoro, a youth marketing expert and a commentator on the toy industry and children’s lifestyle on programs including Good Morning America and VH1 before becoming a Creative Director at Jack Morton Worldwide, explains: “Today’s youth market demands what is hip and cool for them right now. More and more marketers are faced with a difficult task. They must capture Gen Y’s attention, go beyond traditional advertising efforts and use an event to create a one of a kind experience that is truly differentiating and really makes an impact. The experience needs not only to grab the demographic’s attention, but also make a positive brand impression that will last – and be the talk of the lunch table, chat room or mall the next day. The answer is experiential marketing.”
Recent examples of Jack Morton’s portfolio of youth-oriented experiential marketing programs include:
Cotton Incorporated
Jack Morton collaborated with Cotton Incorporated to create the Cotton Dirty Laundry Tour, a multi-platform college campus tour that educated young men and women on the attributes of cotton as well as on buying and caring for their clothing and decorating their dorm. The tour was designed to engage college students as they began to experience life away from their parents and all the freedom and responsibility that it entails. Recognized as a leader in lifestyle research, Cotton Incorporated viewed this 10-college tour as an opportunity for cotton brand interaction through this participatory experiential marketing program.
Nintendo
Jack Morton has worked with Nintendo on many promotional programs to create awareness with targeted consumers for multiple games aimed at youth demographics. The agency partnered with Nintendo to create Nintendo World Grand Opening events, and events for the product launches of new games Nintendogs and Pokemon XD.
According to Jack Morton CEO Josh McCall, the agency, which creates over 1,000 live events annually for clients around the world, is seeing increased demand for experiential marketing programs aimed at Gen Y consumers. McCall says that “Marketers increasingly recognize that young audiences value two-way communication and face-to-face interaction, and therefore that experiential marketing needs to be integral to the overall strategy.” He continues: “Where Jack Morton can really add value is in creating experiences that play to and enhance the incredibly strong lifestyle associations young consumers have. With this group, it’s not just about identifying an age; it’s about identifying their attitudes and lifestyles.”
Jack Morton Worldwide
Jack Morton Worldwide is an experiential marketing agency that helps the world’s leading companies improve performance, increase sales and build brands. The agency creates live events, branded environments and interactive experiences that engage, educate and entertain employee, business and consumer audiences, as well as large-scale, globally televised ceremonies such as the opening and closing ceremonies of the 2004 Olympics in Athens. Jack Morton has a staff of 600 employees throughout the United States, Europe and Asia-Pacific, and is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at www.jackmorton.com