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GENERATIONAL MARKETING STRATEGIES AND TACTICS FOR ENGAGING DIFFERENT GENERATIONS GENERATIONAL MARKETING LMA MIDWEST CONFERENCE OCTOBER 23, 2014 HEATHER.

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Presentation on theme: "GENERATIONAL MARKETING STRATEGIES AND TACTICS FOR ENGAGING DIFFERENT GENERATIONS GENERATIONAL MARKETING LMA MIDWEST CONFERENCE OCTOBER 23, 2014 HEATHER."— Presentation transcript:

1 GENERATIONAL MARKETING STRATEGIES AND TACTICS FOR ENGAGING DIFFERENT GENERATIONS GENERATIONAL MARKETING LMA MIDWEST CONFERENCE OCTOBER 23, 2014 HEATHER MORSE | DIRECTOR OF MARKETING | HINSHAW & CULBERTSON

2 GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

3 WHO AM I? GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

4 GENERATIONS TIMELINE Silent Depression Cautious Boomer million Idealism Experience GenX million Culture Entrepreneurial Millennial million Mobile Collaborative Swipe 2000-present Video Accessible GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

5 Not retiring Entitlement Live for today; don’t have to worry about tomorrow Individualistic BOOMERS: WHAT MAKES THEM TICK? CHARACTERISTICBEHAVIOR “Eat what you kill” mentality Not client- team oriented No sharing of origination Short-term mentality Little-to-no planning All attorneys treated the same Lock step pay and promotion Resentment between service partners and rainmakers GENERATIONAL MARKETING HEATHER MORSE & JONATHAN FITZGARRALD Hoarding business they should be passing

6 Peer-focused Tolerance for risk Self-reliant Independent GENX: WHAT MAKES THEM TICK? CHARACTERISTICBEHAVIOR Entrepreneurial Do it themselves Do not ask for assistance Not necessarily concerned with making partner Prefer candor and honesty Ambitious and willing to try new/different things GENERATIONAL MARKETING HEATHER MORSE & JONATHAN FITZGARRALD Collaborative (group pitches, client teams, shared

7 BOOMER BACKLOG – AMLAW 100 GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

8 LAWYER DEMOGRAPHICS – AMLAW 200 ALM Legal Intelligence GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

9 AMLAW 100 V. CEO V. GC GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

10 IN THE WORKPLACE Ernst & Young Generations Survey GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

11 PREFERENCES GENERATIONAL MARKETING HEATHER MORSE & JONATHAN FITZGARRALD BOOMERSGENX How they process information Prefer face-time Phone Structured networking Prefer , voice mail, some social Purchasing influencers Ratings and reviews Personal referrals Peer recommendations Tailor your message by Testimonials Link messages to visions, mission, values Direct, casual messages Utilize multiple platforms Delivery devices Smart phones Tablets Smart phones Tablets Short

12 REWARD, RECOGNIZE & ENGAGE GENERATIONAL MARKETING HEATHER MORSE & JONATHAN FITZGARRALD SILENT BOOMER Seniority “Experience” Give them opportunities to lead Rankings matter GENX MILLENNIALS Merit vs. seniority Don’t defer technology Be flexible in scheduling Emphasize results over process

13 CONCLUSIONS & KEY TAKEAWAYS Generations defined not by age but by markers Know your firm’s attorneys Know your firm’s clients Multi-platform communication is key Prepare for the change GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

14 RESOURCES & REFERENCES Engaging a Multi-Generational Workforce: Practical Advice for Government Managers, IBM Center for the Business of Government, 2011 Generational Marketing, Jeanniey Mullen, Founder, YellowBean LLC, former-CMO, Zinio – LMA-LA Continuing Marketing Education Conference, September Generations at Work: A War of Talents, Steelcase Knowledge Paper, January I Would Die 4 U: Why Prince Became an Icon, Touré. Rocking the Ages: The Yankelovich Report on Generational Marketing, Ann S. Clurman, J. Walker Smith. Talking About Whose Generation? Why Western generational models can’t account for a global workforce, Deloitte. The O'Shea Report: Generations at Work- The difference between Baby Boomers and Gen Y (Youtube video) Younger managers rise in the ranks, Members of each generation: perceived characteristics, Ernst & Young, GENERATIONAL MARKETING HEATHER MORSE & JONATHAN

15 QUESTIONS? GENERATIONAL MARKETING HEATHER MORSE & JONATHAN FITZGARRALD Heather Morse Director of Marketing, Hinshaw & Culbertson LLP LegalWaterCoolerBlog.com Jonathan Fitzgarrald Chief Marketing Officer, Greenberg Glusker LLP


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