Cause-related clientele include non-profits and their membership, as
well as the philanthropist. These two different groups of clientele
have special needs and behave in different ways, but they have the same
interest.
Cause-related
client is committed to increase awareness and help raise funds for
specific worthy causes. Not only does this apply to demographic
segments, but it also relates to the selection and the buying process
of the different personality types. This understanding is the
foundation from which all Sport-SOS strategic and tactical decisions
were built.
Wealth & Philanthropy
Affluent, High-Net-Worth and Ultra-High-Net-Worth individuals and
families are optimistic, content and charitable. Good health and
relationships with family and friends continue to be the chief
contributors to their overall happiness.
Baby Boomer.
Born between 1943-60
72 million.
Shaping events: space race, women’s liberation, Vietnam conflict, and the 60s
Gen X
Born between 1961-79
Shaping events: Watergate, AIDS rise, Just Say No, Challenger disaster, birth of MTV
Gen Y
Born from 1979-1997
Aka. Echo Boomers
Children of Baby Boomers
Oldest just out of college; youngest in grade school
Nearly 80 million in population
Ethnically diverse – sensitive to diversity
34% are Black, Hispanic, Asian, or Native American
One in four live in single–parent households
75% have working mothers
Gen Y Consumer Profile
The next dominant generation of Americans
It’s predicted that by 2010, the Gen Y population will be 32% of total population.
Spending is already making an impact on the economy
Big Spenders - $170 million of own and parents money
Average weekly spending by teenagers = $84 per week ($57 of own; $27 or parents)
Annually: $25B of own money and influence another $187B in purchases
66% have savings accounts; 22% have checking accounts; 18% have their own stocks and bonds
Dollar savvy with adult buying habits and sophisticated tastes
Majority grew up in dual income families
Afforded Gen Ythe opportunity for more sophisticated tastes in clothing, dining and recreation
Grew up in media saturated, brand conscious world = raised as consumers
Fostered a distrustful and cynical view of advertising as a whole
Support "cause-related" marketing
83% willing to switch brands for a good cause if price and quality were equal
Fiercely brand loyal for a month, then switch to a more current brand
Technology
Get news on the latest and greatest, what’s hot and up-to-the-minute cool from the Internet – their primary media vehicle
1/3 of life on the Internet
The average student has 2 email addresses
First generation to grow up with computers in the home
Using computers since nursery school
Email is preferred form of communication
If you can’t communicate on email…what’s wrong with you?
Very tech savvy – totally "plugged in"
Video games
Cell phones, PDAs
Music downloads, MP3 players
Instant messaging
How do Gen Yers think?
Conceptual Abilities
Parallel (rather than linear) thinkers
Higher input/output
Apt to begin tasks randomly – perhaps in the middle – as opposed to a traditional starting point
Graphics oriented, see text as supporting visual material
A picture is worth a thousand words
Thrive on change
Variety = a few things that change frequently
Demand quick, if not instant, gratification
Psycho-Social
Upbeat and confident
Self-Esteem generation
Positive thinkers
Self-reliant: Used to doing it (and many other things) themselves, multi-taskers
Asserting their
"intellectual authority" over parents, teachers because they are more
techno-savvy and capable of accessing greater breadth of information
quickly
High value for education
90% of HS seniors expect to attend college
Strive to continue education through life
Motivated and Goal-Oriented
Diverse and Tolerant
Strong dislike for racism in any form, sexism and homophobia
High in Volunteerism
Invest in the social and community causes
What do Gen Yers value most in life?
Appreciate family, country, planet, traditional values
Unlike the Baby Boomer generation, Gen Yers value things other than income and status as being primary in life
Appreciate family, country, and planet
Distrust of media, politics, and politicians
64% of Gen Y believe government is run by a few big interests
In 1996, less than half of 18-24 year olds registered to vote
Apathy, rather than civil disobedience
Work Behaviors
Desire to work in highly motivated and committed teams
Need to be challenged
Strive to work hard and do well
Up to 20% of their time is spent alone
Includers – they make people feel welcome and involved
Lofty financial goals – remember they are spenders!
Trained to be "Doers and Achievers"
Jobs for life are replaced with short-term contracts
May have many different "careers"
1 in 5 will be self employed
Old age postponed by "senior participation"
1 in 5 Gen Y women will choose to remain childless
How can you reach them?
With Less Traditional Marketing.
It’s lifestyle: relaxed and fun.
Sell a Lifestyle; Not a Product
Brand conscious: yet prefer to figure it out for themselves
Prefer directness over subtlety, action over observation and cool above all else
How do you "be cool" without looking like you are trying to hard?
Go back to what they are thinking – get inside their heads.
Build your brand with values that match theirs.
Show them how to be confident, empowered, and independent with your brand.
Build Trust and Create emotional connections.
It’s not about reaching the masses; it’s about building a community
Work with leaders and build grassroots advertising.
Communicate at popular websites, hangouts and locations.
Use targeted email advertising, website tools and advisory committees
Technology
Use the Internet!
Internet is the Gen Yer media of choice.
Build interactive websites with convenient information, sign-ups and link to other helpful sites.
Communicate through targeted emails with very few words.
Provide Social Awareness
Support cause-related marketing
Recognize the causes and ideas that are most popular and program around those issues
Provide regular reinforcement.
Be sure to recognize: The "Nintendo"generation requires positive reinforcement 50-100 times greater than adults now.
Provide feedback on their level of performance to motivate them to keep going
Provide opportunities for personal development
Provide Constant Change
Be Innovative. Gen
Yers need change. They thrive on it. Variety to them isn’t lots of
things; it is a few things that change frequently.
Offering new products and services give them ownership to advertise to their friends if they like them.
Word of Mouth is the most powerful form of advertising