Special Report
Marketing to Generation Xceptional™
By Brian Norris ©2000, 2008, Duplication or reprinting permission available only by written or verbal permission from the author.
In my creative marketing conferences, one of the principles I share is the need to change the way we market to people. Since lines of race, religion, age and education are ultra-blurry (and that's a good thing!), traditional demographics aren't as effective as they once were. We have to explore non-traditional approaches such as psychographics, qualitative approached and behavioral profiles.
With my emphasis on behaviors and attitudes, research had led me to create seven distinct generations; each of which has its own unique set of core values and behaviors. People can either chronologically be part of these generations, or be a part of these generations by virtue of association (because age is a state of mind). Verisimilitude -- the perception of what is real -- is key to marketing.
1. Matures - Born before 1946
2. Boomers - 1946-1953
3. Jones - 1954-1964
4. Reruns - 1965-1975
5. Xceptionals - 1976-1986
6. Ms - 1987-1995
7. Millennials - 1996 and beyond
As you can read above, one of the seven generations is Generation Xceptional. It includes those individuals born between the years 1976-1986 (in 2008 they were between the ages of 22-32).
The reason I refer this generation as Xceptional? Because they are! They are excellent, extraordinary and exceptional! Others gladly try to tag this generation with labels like lazy and slackers. But, the truth is, EVERY generation since the dawn of time has had its share of lazy people, slackers and underachievers. So how dare anyone slap those negative labels on any group of people. Besides, you get back the expectation that you set. Treat anyone like a slacker and that's the behavior you get in return.
Would you like to know the secrets to marketing your products and services to Generation Xceptional? If so, here are several strategies to keep in mind:Understand Brian's Universal Law of Marketing.
The key to successful marketing and promotion is knowing how to satisfy the basic psychological needs within each of us (regardless of our age, experience or economic background). These include the need for attention, the need to be respected as an individual and the need to validate our own existence and dreams.
Once you've begun to focus, identify the problems you're solving and the benefits you're providing. Now, you're ready to craft a marketing message that connects with your buyers, attendees or employees on a soul-to-soul basis.
Go passive.
Xceptionals buy products and services based on the recommendations of their peers. The traditional direct approach is less effective with Xceptionals because, as a group they are highly suspect of ulterior motives. The high skepticism amongst these buyers makes traditional advertising a poor choice (Hint: learn to leverage the power of skepticism to your advantage).
Companies like Pepsi have used a passive marketing approach with great success to introduce products like Code Red (a brand extension of Mountain Dew). To achieve it excellent position in the marketplace, Pepsi shunned the high-gloss ad campaigns of years past in favor of a grass-roots campaign. Across the country, trucks emblazoned with the catchy Code Red logo visited college campuses and universities and handed out samples of the product to generate awareness and buzz. Friends told friends, and friends told friends, and whole chains of repeat users were created in the process.
Before you market your stuff, know who your buyers are.
Despite some theories that suggest otherwise, you can't predict the needs and behaviors of one generation based on the experiences of another. As a speaker and marketing advisor, I work with lots of individuals from lots of different eras. And the reality is this: we are growing up in very different times.
Younger generations only know of the Great Depression, Elvis Presley and Vietnam from the History Channel. Some of their biggest reference points come from a childhood of parentless homes (because Mom and Dad were always working) and years later, living through their bitter divorces. In most cases, Xceptionals want the best product at the cheapest price. They spend money on things that make life more fun and interactive. They are more loyal to product form and function, more so than product brand. For instance, an Xceptional might only buy clear-stick underarm deodorant. Who makes the deodorant is not as important as it being readily available.
The Positively Passionate Marketer will integrate the brand with the form, and offer it at an attractive price. The exception to brand comes when the brand is associated with being culturally relevant. If you have two identical pairs of shoes with the exception that one has a Nike logo and the other is lesser-known name, most Xceptionals will purchase the Nikes, even if it means paying $100 more. Nike has cultivated a relationship with Xceptionals since they were able to walk, and that investment is paying off, even as other companies enter the fashion apparel segment.
Additional hot buttons include: purchases that have personal and professional applications, recognition, products or service that allow them to express their individuality. This generation, and the ones after it, are visual buyers. The photo or illustration becomes the Primary Motivational Hook. They like lists and bulleted information. They don't want to wade through pages of words just to get to the price or to learn what the Ultimate Benefits of the product or service is.
While other generations had no choice but to embrace technology, Xceptionals have grown up with it and are using it to eliminate racial, social and gender boundaries. Thanks to Apple Computers, who flooded schools with free or low-cost personal computers in the late 80s, Xceptionals are the first true multi-taskers. Watch an Xceptional surf the web or use an Instant messaging service or complete an assignment, as you'll see that most, even the guys, can walk, chew gum, send a fax, file a report and clean their desk all at the same time.
Xceptionals are also excellent at filtering messages. Think of going to a web site. Do you see those standard banner ads anymore? They, of course, are still there, but we've learned to filter them out. As a result, marketers must learn to integrate the product or service through the core informational or entertainment medium. Demonstrate the product or service in action. Demonstrate the outcome of the product or service being offered.
In their quest for simplicity, Xceptionals are notorious de-boners - meaning they'll shake out the insides of magazines, envelopes, newsletters to remove the inserts and separate flyers. This tendency makes magalogs and all-inclusive sales letters more ideal, since secondary and tertiary response devices will probably be discarded unless they look like bills or invoices.
Give them choices.
Can Xceptionals process your sales and marketing message via Internet, audio-tape or CD? Can they choose what types of services or products they want before you package them? Can they choose how they pay, or when they can begin using the benefits of the your expertise? Customization and individual packaging is only going to become a hotter issue in the months and years ahead (companies like Dell® Computers and Levis® Jeans have begun to capitalize on the trend).
Think about how many ways you can bundle and re-bundle what you have to offer. Manufacture only what you need, because "One size fits most" is a turnoff for many Xceptionals. At the minimum, your marketing must create the perception that want you offer is unique and one of a kind. Create multiple niches that appeal independently to specific generations. The Gap's "Jean's for Every Generation" campaign runs the risk of alienating buyers who dread the thought of wearing the same jeans as their grandparents!
Tell them why.
Dogma, it seems, isn't fairing very well among Xceptional and Xceptional converts. What's in it for me? Why should I care? Xceptionals are fairly value conscious, and want to make their dollars go as far as possible. Unlike the Boomers and Jones, Xceptionals as a group have no interest working more than 40 hours a week -- they work to live and not vice versa. They'd gladly exist on Macaroni and Cheese if it meant 35 hour work weeks or greater flex-time. That's why you have to focus on the ultimate benefits of your product or service.
The fact that you give back to the community (AFLAC®, Ben & Jerry Ice Cream® or make an effort to go easy on the environment can only help your sales as long as your consistent.
Talk to Xceptionals intelligently and respectfully.
They are multitaskers, not slackers. They get their news through non-print mediums and use the Internet to find what they need quickly. They also have a predilection for finding out your underlying motivations for doing something. Respect their decisions and desire for individualism (every generation has longed for identity and gone to certain lengths to achieve it). Remove their skepticism & you'll have a client for life.
Nurture your brand and take a long-term view on its impact on future buying decisions.
Apple computers and Nike have an excellent brand value among Xceptionals. This equity is the result of over a decade of integration in the schools, sports and other branding investments. Today, we see Dell following suit with Generation Ms and Millenniums.
Finally, involve them in the process.
I'm more a facilitator and coach these days, not a talking head. Why? Because my audiences (young and young at heart alike) have opinions, ideas and answers. Your buyers and employees need to be harvested for their ideas and suggestions. If we give our people a real chance to speak up and engage in meaningful dialogue, most organizations would be more productive, more profitable and more dynamic.
The biggest trend in marketing today is immersion marketing, where customers become part of the marketing campaign. They don't just watch the ads, they become the ads. Xceptionals have the technology to create the commercials themselves at their desktop or laptop computer. With editing suites, MP3 players and digital cameras in hand, the only thing they currently lack is the national showcase (distribution) to show off their exceptional talents (I suspect someone will find a way to change that too).
Give Xceptionals (and other generational prospects) that access by inviting them to create their own ads for your products and services and sending it to you. Foster friendly competition on a regional, national or international level. Offer the ultimate prize - temporary celebrity and recognition for a job well done. Why hire actors when you can get real users, real testimonials and put the spotlight on people who can market to others without the resistance?
Brian Norris is a professional speaker and author of The Creative Sales and Marketing Manual and Escape Life Sucks Syndrome. He helps individuals to live with passion and positivity. He helps companies to improve morale, lead better and market their products and services more dynamically. You can reach Brian by emailing info@BrianNorris.com or calling 414-899-1905.