To succeed in generation marketing you must understand how the motivation of your consumers correlates with the underlying values of their generation. When you know this you are able to customize your message to cater to the generation when it comes to your products and services. You can then present the message with your products, services, and communication to their needs and desires.

This week we will focus on understanding Generation X and what motivates them.  So what are the attributes of Generation X that marketers need to really understand? They are:

- Tech-savvy
- Blunt
- Independent
- Skeptical
- Knowledge-seeking (and sharing)

Marketing to Generation X presents many challenges and opportunities given the great diversity within this market segment of over 50 million consumers with an estimated $125 billion annual purchasing power. It is recognized that there is great danger in over-generalizing any market segment, particularly Generation X.  So, how can you reach these groups, communicate your message, and get them to take action?

1.  Be Realistic in The Presentation 

2.  Address the Concerns of Generation X  

3.  Offer Value and Live Up to Claims

4.  Speak Directly to Generation X

5.  Investigate New Communication Media

6.  Portray X’ers in a Positive Light

GEN X PROMOTION

Give a gift to help grow a healthier world.  SEED THE FUTURE will identify your brand as a leader in the green movement which will resonate with your Gen X market. 

The NEW Seed-the-Future cards are an easy-to-use online promotion that is delivered through a website and PIN code. Card holders simply go on-line to learn about eco-initiatives and have a tree planted in a global project. Upon redemption the user is able to download a branded certificate to mark the planting of their tree.

See the Seed-the-Future redemption site in action!
www.Seed-the-Future.com/demo
Use The Sample PIN: TREE

I read an article published in ADWEEK in November of 2008 which commented on a study released by the Advertising Specialty Institute (ASI).  The study concluded that the most effective marketing medium to reach your target audience was promotional products. 

Read more at the link below.

http://www.adweek.com/aw/content_display/news/client/e3i2d029babe3f1f02ea0a389048245c2bc

The study also included a survey of 618 participants that consisted of business people in four metro areas: New York, Chicago, Los Angeles, and Philadelphia.   The survey asked the participants to recall promotional swag that they had received over the past 12 months.  

Significant findings include:

·         84% of consumers can name the advertisers on the products they receive

·         62% have done business with an advertiser after receiving a product.

·          The average cost per impression of a promotional product = $0.004

·          42% percent had a more favorable impression of an advertiser after receiving a promotional product.

·         24% nearly one quarter, said they are more likely to do business with an advertiser based on items they receive.

·          #1 most commonly owned promotional item is a writing instrument, followed by apparel, caps, and bags.

·         81% of promotional products were kept because they were considered of a useful nature.

·          Over 66% of participants kept their items for seven months.