TESA – Public Relations Generational Marketing – What is it?

Five Living Generations  G.I.1901 – 1926  Silent1927 – 1945  Boomer  Gen X  Millennial Present  G.I.1901 – 1926  Silent1927 – 1945  Boomer  Gen X  Millennial Present

The Silents – Described as the generation born too late to be World War II heroes and too soon to immerse themselves in the social activism of the 1960’s

3 MAJOR PERIODS CREATED CORE VALUES  Struggle & Sacrifice  Horror and triumph of war  Cold War threat yet joyous period  Struggle & Sacrifice  Horror and triumph of war  Cold War threat yet joyous period  When Silents came of age it was actually UNCOOL to be young.

Boomers –  World War II ends  16 million young men return home  All at once they create babies  World War II ends  16 million young men return home  All at once they create babies BABIES WWII Return home Get married Jump in the Sac 9 months later

Generational Waves Baby Boomer 1 st Wave ( ) Baby Boomer 2 nd Wave (1955 – 1964) Baby Boomer 1 st Wave ( ) Baby Boomer 2 nd Wave (1955 – 1964)

Boomer waves 1 st Wave  Social Activists  Considered the Consciousness movement  Marched, demonstrated and “had a cause” 2 nd Wave  Born to late for the social movement  Many have not felt like Boomers  Came of age when the social activism was ending so didn’t engage in the active movement

GenX –  All About Survival  Individualist and diverse  Resists any single label  Resents attempts to pigeonhole them

GEN X ATTRIBUTES  Gen X’s believe it is all about them as they are in the first generation to have TV channels that program and advertise ONLY to them. + Independent + Self Reliant +Distant from older generations +Considers Marriage disposable + Looks at world as us against them

Millennials – 1982 – Present (1 st wave)  Most adult supervised kids in America  Dramatically different Core values than Gen X  Pessimistic about country's direction  Respectful of Authority  Focused on Education

MARKETING to Silents Attracted by loyalty programs Brand Loyal Group events are effective Like to be educated Social Interaction is welcome Don’t single them out

MARKETING to Boomers Not brand loyal Instant gratification free spenders Very receptive to advertising Demanding Customers

MARKETING to Gen X Market to gender Use ATTITUDE Be Edgy & Cynical They are Bored easily Brand Orientated Clever and surprising ads

MARKETING to Millennials Attracted to “cause” marketing Technology is their game Like to do things in groups Ok with multitasking Patriotic and team players

Understanding Generations Will help your lodge Determine what type Of marketing strategy to use