Generation Y. You’ve heard that they don’t watch TV, and you’ve probably been told that they don’t read that much. Your research tells you that you can’t target them through MTV anymore, and you certainly can’t tell Gen Y what is cool. So how do you reach these 71 million “Millennials” that spend over 200 billion dollars annually and will soon replace the baby boomer generation as the largest percentage of the workforce?” -Bea Fields (StartUpNation.com)
Generation Y represents the most advanced and individualistic grouping of people in world history. They are unaffected by nearly every form of traditional advertisement; socially and globally conscious (thanks to the transparency of the internet and the accessibility of travel); tainted by malice corporate greed and largely overexposed to the point of immunity by the thousands of ads bombarding our periphery daily.
Pardon the bluntness, but traditional forms of marketing and advertisement are not working. And if you are a company that continues to spend a slice of the almost ‘trillion’ dollars each year on marketing, then consider that these forms of spending will not work for your business either.
So, how do you connect to Generation Y and capitalize on the burgeoning gap that grows everyday between your brand and the attention of this new age consumer?
First off, your company needs to be telling a story. Whether you offer a product, service, or lifestyle, your brand needs to be transparent and deeper than the end product. As consumers in the information age, Generation Y is hungry for information, driven by curiosity, and empowered by making their own decisions. Look at the success of TV shows like NBC’s The Office, which offers their viewers an entire website dedicated to getting to know the characters through blogs, vlogs and even a Twitter feed to keep you updated on the latest drama at Scranton’s favorite paper supply warehouse (you’re going to love this: @theofficenbc).
Companies like Patagonia, TOMS, 31 Bits, and Krochet Kids, have successfully developed a brand that tells a deeper story than just an aesthetic product; and ALL have used the internet to cheaply and effectively get their story across. Generation Y is hungry for the transparency that empowers them to find your story.
This idea transcends every industry, field, service, etc. of what companies must do to be the leading experts in the new millennium. Generation Y seeks the advice, insight, consultation, and the story behind your product or service… so give it to them.
At Command Mass we are taking a revolutionary approach at marketing to Generation Y. We build the transparency of your product or service by building up the story behind it; then use the power of a dynamic website, beautiful design, world class content, social networking, and amazing media to share your brand and story with the world. It is an idea that kills all traditional forms of marketing, but beckons to the ‘information’ appetite and the loyalty of Generation Y.
The leading companies of the next age will be the ones that articulate these principles today. The companies that fade will be the ones who continue to spend money on traditional marketing.
Tell them your story. Show them your transparency. Entire industries are yours for the taking. The future has never been brighter.
Command the mass.