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Name: Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever: Fromm, Jeff, Garton, Christie: 9780814433225: Amazon.com: Books
Price: 14.99 USD
Availability: LimitedAvailability
Rating: 4.2 (112 reviews)

Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever Hardcover – Illustrated, July 2, 2013

by Jeff Fromm (Author), Christie Garton (Author)

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Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty.

The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them.

Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they:

Value social networking and aren't shy about sharing opinions
Refuse to remain passive consumers but expect to participate in product development and marketing
Demand authenticity and transparency
Are highly influential, swaying parents and peers
Are not all alike; therefore, understanding key segments is invaluable

Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.

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From the Inside Flap

With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: - Build a listening and participation strategy that will help you connect with your brand advocates - Engage these early adopters of new technologies and social tools - Incorporate a sense of adventure and fun into your brand experience - Help make them look good among their peers - Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. You'll discover the differences between younger and older Millennials, those between Millennial men and women, and six distinct segments of this important demographic, from the cautious, charitable, and information-hungry Hipennials to the more conservative Anti-Millennials . . . and everything in between. Let's face it: No brand can afford to ignore Millennials. But it's hard--if not impossible--to market successfully to a generation you don't understand. Marketing to Millennials takes an unprecedented look at this broad new army of consumers and gives you the strategies you need to win their hearts and minds. JEFF FROMM is Executive Vice President at Barkley, the largest 100 percent employee-owned ad agency in the United States, which partnered with The Boston Consulting Group and Service Management Group to commission a deep study of American Millennials as consumers. He has 25 years' experience working with major brands, including Hallmark, Sears Auto Group, and Payless Shoe-Source, and is founder of Share.Like.Buy, a trends conference. He lives in Kansas City, Missouri. Twitter @JeffFromm email: jfromm@barkleyus.com website: millennialmarketing.com CHRISTIE GARTON is a lawyer and en-tre-preneur (and Millennial) whose U Chic Media company and best-selling college guidebook series for women have received national attention. She lives in Kansas City, Missouri. website: UChic.com

From the Back Cover

ADVANCE PRAISE: "An outstanding guide to better understand and communicate with the fastest-growing customer segment in the market--the Millennials. Excellent in-depth analysis of the data and extensive interviews with this customer group provide one of the best marketing tools available for reaching Millennials."-- Ken C. Hicks, Chairman and CEO of Foot Locker, Inc. "Why study Millennials? Because they'll drive the trends that dominate the next 20 years of marketing. Marketing to Millennials is the quickest way to get inside the minds of this participatory, diverse, and misunderstood generation."-- Josh Bernoff, SVP, Idea Development, Forrester Research, and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, Transform Your Business "Grounded in research and chock-full of actionable insights, this book is a must-read for anyone who wants to know what really works in engaging and winning the loyalty of Millennial consumers."-- Maxine Clark, Founder and Chief Executive Bear, Build-A-Bear Workshop "Marketing to Millennials is a long-awaited investigation of Millennials as consumers, breaking this generational monolith into addressable segments that provide both a map and compass to marketers looking to target the largest generation in American history." -- Dan Coates, President of Ypulse "It's so refreshing to read a book about Millennials that treats them as whole, distinct people and actually recognizes that they have diverse points of view and outlooks on the world. This book is not just for 'marketers who want to reach young people, ' but in fact for anyone who works in an office with Millennials, strives to reach a new audience, or simply wants to understand the new world of engagement that we live in today." -- Aria Finger, COO of Do Something "If you think this is just another research book--think again. Marketing to Millennials offers a direct line into the lives of this generation and explains what drives their behavior. With one-on-one interviews with both Millennials and the brands that are succeeding with them, this book delivers invaluable insight for any brand marketer interested in this generation."-- Amy McAnarney, President, Retail Client Services at H&R Block

Product details

Publisher ‏ : ‎ AMACOM; Illustrated edition (July 2, 2013)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 218 pages
ISBN-10 ‏ : ‎ 0814433227
ISBN-13 ‏ : ‎ 978-0814433225
Item Weight ‏ : ‎ 0.035 ounces
Dimensions ‏ : ‎ 6.35 x 0.9 x 9.3 inches

Best Sellers Rank: #2,303,263 in Books (See Top 100 in Books)
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112 ratings

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Christie Garton
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Jeff Fromm
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As the Millennial and Gen Z Marketing Guy, Jeff Fromm has traveled the world sharing insights on how youth culture is impacting the marketplace—as well as the consumer behaviors of every generation.
He led the first public study of millennials in 2010 through a partnership with the Boston Consulting Group, work that informed his first book: Marketing to Millennials. He has since co-authored three more: Millennials with Kids, Marketing to Gen Z and The Purpose Advantage. He also is a regular contributor to Forbes.
Jeff earned an economics degree with an emphasis in marketing from The Wharton School of the University of Pennsylvania and attended The London School of Economics. His work fuels Futurecast, the forward-thinking consulting and publishing arm of Barkley, a creative idea company.
Jeff's work can be seen:
- https://www.cnbc.com/2019/03/13/sweetgreen-from-a-dorm-room-start-up-to-the-starbucks-of-salad.html
- https://time.com/help-my-parents-are-millennials-cover-story/
See more on the author's page

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Customers find the book's information quality positive, with one noting how complex ideas are presented in a clear way. They appreciate its readability, with one customer describing it as a quick read.

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16 customers mention "Information quality"16 positive0 negative

Customers find the information in the book insightful and well-presented, with one customer noting that complex ideas are explained clearly.

"...Not only does Fromm expound on and illustrate the points in the previous research, he also extracts key points at the end of each chapter and..." Read more

"...This book is full of factual studied out data and information...." Read more

"This book is a valuable read especially for those such as me who is working in a mature industry with an aging workforce and legacy customers to..." Read more

"Great overview with interesting practical ideas on how to approach and adapt to millennials needs and desires. Great bibliography as well...." Read more

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"...It is a very simple read and will leave you with a better strategy for marketing to millennials." Read more

"...Clear, concise and actionable, I was able to support a large segment of my research based on this book...." Read more

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Kate H.
Read it yourself, buy it for your team!
Reviewed in the United States on August 28, 2013
Verified Purchase

As one of the few millennials at a boomer company, I feel like I've found an ally and a resource in Marketing to Milllennials.

I first discovered Jeff Fromm through the Barkley research, American Millennials: Deciphering the Enigma Generation. I've been conducting my own research and trying to convince my non-profit that Millennials are key now and in the years to come. I quickly started following Fromm on Twitter, snatching up the articles on the blog he curates. When I heard the book was coming out, I grabbed it on Kindle the same day.

Marketing to Millennials will be an essential guidebook to my department and hopefully my company. Not only does Fromm expound on and illustrate the points in the previous research, he also extracts key points at the end of each chapter and simplifies the information there. Sometimes when I am presenting information to non-Millennials about my generation, I feel like I am speaking a different language. Fromm makes it easy, streamlined and obvious. The entire epilogue reengages the research and gives straightforward advice to companies trying to reach Millennials.

If you are a Millennial at a company with non-Millennials, read this for yourself, then buy it for your entire team. Marketing to Millennials will bridge the understanding gap and give strong points for action.

As Fromm states in the Epilogue, "No brand can afford to ignore Millennials."

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Joshua
Full of Facts and Strategy
Reviewed in the United States on February 18, 2015
Verified Purchase
I genuinely enjoyed this book. Being a millennial myself it is a bit of a challenge to step out of the frame for a moment to survey my generation. This book is full of factual studied out data and information. I think that is what would make this book different from other books in this category is that the data is evidently richly mined by two very well qualified individuals on the topic. It is a very simple read and will leave you with a better strategy for marketing to millennials.

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Dawghelms
Relevant and timely read.
Reviewed in the United States on August 17, 2014
Verified Purchase
This book is a valuable read especially for those such as me who is working in a mature industry with an aging workforce and legacy customers to match. Jeff and Christie do a thorough job explaining this important emerging demographic in a concise and practical way.
I especially liked the “takeaway” summary at the end of each chapter, the segmentation of the millennial generation and the impact they have on the buying decisions of other generations. The book is based on valid social research conducted by the leading players in the industry. “Marketing to Millennials” is both instructive and entertaining at the same time.

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gustavo bottino
Great overview with interesting practical ideas
Reviewed in the United States on February 28, 2017
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Great overview with interesting practical ideas on how to approach and adapt to millennials needs and desires. Great bibliography as well. It is from 2012, so might be a little outdated.

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James Kempland
Must read for Marketers and Politicos
Reviewed in the United States on August 4, 2015
Verified Purchase
My Master's program thesis research paper involved a in-depth understanding of Millennials. While it was politically oriented, Fromm and Garton's insights and segmentation analysis proved invaluable. Clear, concise and actionable, I was able to support a large segment of my research based on this book. For a marketer, politician or anyone who needs - or wants - to understand what make this generation unique - it is a must read.

My personal thanks to Jeff Fromm for his insights - I wrote a much better paper.

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Bud Michael
Must read for any company targeting Millennials
Reviewed in the United States on March 19, 2014
Verified Purchase
Marketing to Millennials is a well written, concise description of how this generation looks at the world. Fromm does a very good job of distinguishing how Millennials think about products, their social groups and themselves. Particularly interesting is the age band segments he defines within the generation and how each age band differs.

Highly recommended.

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Luis Menjivar
practical & insightful
Reviewed in the United States on April 21, 2014
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Jeff & Christie converted a thorough BCG study into a manual for people interested in reaching the Millennials effectively. Quick, but informative, read.

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Leah
Marketing to Millennials is spot on to the many millennials that I work with and engage with every day
Reviewed in the United States on May 31, 2018
Verified Purchase
I purchased Jeff’s books from Amazon in the airport after hearing an inspirational talk he gave at LuxePack Packaging Show in New York. His book Marketing to Millennials is spot on to the many millennials that I work with and engage with every day. I look forward to reading Millennials with Kids and Marketing to Gen Z.
Kim M.
Kim Manley Herbals, Inc

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Amazon Customer
Interesting read and very helpful for my research into Millennials ...
Reviewed in the United Kingdom on August 11, 2016
Verified Purchase

Interesting read and very helpful for my research into Millennials. Having a daughter in her mid 20s, I laughed out loud at some of the Millennial characteristics whic I witness on a day to day basis.

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Rubén
Buen libro
Reviewed in Mexico on April 18, 2017
Verified Purchase
El libro contiene mucha información muy interesante para quienes buscan conocer características del comportamiento del consumidor millennial. Muy útil para quienes se desenvuelven en ámbitos publicitarios y mercadólogos

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Mariana
Reviewed in Spain on December 4, 2016
Verified Purchase
Book worth reading, it really helped me for my final course work. It gives practical examples and the whole information is easy to understand.

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5.0 out of 5 stars Interesting read and very helpful for my research into Millennials ...

5.0 out of 5 stars Buen libro

5.0 out of 5 stars Mariana

Interesting read and very helpful for my research into Millennials ...

Buen libro

Mariana