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Marketing to Multiple Generations

Key Takeaways: The Money Slide and Titanium Rule

By Jill Wangler, Director of Marketing

Wow! We just wrapped up our final Fineline University event for 2012. Keynote speaker Carol Wroblewski (renowned higher education and national sorority consultant)hit it out off the park, scoring perfect scores for being “Excellent” in speaker knowledge and effectiveness. Thank you Carol for sharing your insights with our audience!

There are too many significant takeaways to share in this forum today, so I want to start with “The Money Slide.” In a previous life, I used to market market research. That’s not a type-o; I marketed market research. My point is, my firm perfected developing those 1 or 2 slides that summarized the findings and recommendations of a 100-200 page research report. We called these “money slides.”

Carol’s “money slide” is featured here. It summarizes key characteristics of the four current generations with spending power. Print this out as a reference. You know your audiences. Make sure you are communicating the right messages using the right media. It won’t be the same for everyone. Think cross media marketing.

To support this, as Carol professed, follow the Titanium Rule. We used to follow the Golden Rule: “Do unto others as you would have them do unto you.” It’s now the Titanium Rule: “Do unto others, keeping their preferences in mind.” Do your homework before you delve into your creative strategy. Think diversity.

Stay tuned for our next topics; each will target a specific generation and discuss messaging and media choices that tend to resonate with the particular cohort.

For your free Fineline Generational Marketing Guide, inquire here. This brochure and matrix significantly but concisely expands on the money slide above.

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