Marketing to Millennials

Contents List of Figuresxi Forewordxiii Acknowledgmentsxvii Introduction1 Influential and Active Consumers2 What We Uncovered4 CHAPTER 1 Who Are They?7 The Participation Economy8 The Old Framework vs. the Participation Framework9 Friends Have Influence16 Birth of the "Digital Native"19 Optimistic Despite the -Roller--Coaster Economy20 The Millennial Mindset23 Chapter 1: Key Takeaways27 CHAPTER 2 The New Rules of Marketing to Millennials29 The "What" Generation?30 An Enigma Generation?32 Begin a Relationship Now, If You Haven't Already34 Younger and Older Millennials: A Difference?37 Six Distinct Millennial Segments39 Millennial Guys and Gals47 Chapter 2: Key Takeaways51 CHAPTER 3 Engage These Early Adopters of New Technologies53 The Household CTO55 "I Know More Than My CEO"57 The Mobile Moment of Truth61 Chapter 3: Key Takeaways73 CHAPTER 4 Build a Listening and Participation Strategy75 The Participation Economy81 The "Right" Strategy83 Engagement (New) vs. Interruption (Old)85 Interaction (New) vs. Reaction (Old)90 Engaged Participants (New) vs. Heavy Users (Old)96 Personal Gestures (New) vs. Big Promises (Old)98 Active Cocreators (New) vs. Passive Consumers (Old)100 Chapter 4: Key Takeaways104 CHAPTER 5 Make Them Look Good Among Their Peers107 Hyperconnected and Always On the Go110 Information Hungry112 Gotta Look Good!118 People Care About What I Say, Where I Am, and What I'm Doing120 So What Does This All Mean?122 Chapter 5: Key Takeaways124 CHAPTER 6 Design a Sense of Fun and Adventure127 Market Disrupters Win Big132 Comedy Natives135 Generation Innovation137 The Parent Trap140 Chapter 6: Key Takeaways143 CHAPTER 7 Don't Give Them a Reason to Cheat on You145 The Price Needs to Be Right147 What Ever Happened to Brand Loyalty?149 Up the Fun Factor150 Rewards Work155 Coupons Are King158 Excellent Customer Service Matters, Too159 Take Their Feedback to Heart162 Brands That Care163 Chapter 7: Key

JEFF FROMM is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess.CHRISTIE GARTON is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.