Got To Be Real
Gen Y craves honest truths and rejects the sugarcoated.
Ask any Gen Y'er what advice we would give a brand trying to reach us - and most often you will hear 'just keep it real'. What does that mean? We want brands to be themselves - really reveal who they are at the core - and stick to that. We don't want brands to over promise on something they can never deliver. We can smell deceit and dishonesty immediately. So as we say - 'it's best to keep it real'.
The first thing you must do to develop an authentic marketing message is understand your customers. It is absolutely impossible to create a message that will really connect with prospects if you don't grasp where your potential customers are in their lives. Companies have to be able to really understand their brand experience through their customers' eyes and not only craft a message that they can relate to, but one they can believe it.
You know how savvy the Gen Y consumer is when it comes to shopping, well that savvy-ness turns in to a bit of cynacism when it comes to believing brands. Here's why - (drumroll please...)
"We know you're trying to sell us something!"
Hardly shocking information, I'm sure. We are a consumer that likes to be part of something - that doesn't want to feel we're being used for our money. We want to develop a relationship with the bramd. We want to know that the brand cares about us and out investment in their product or service. We want to be treated with respect, and not condescended. We want to be listened to and have our needs and expectations addressed. We want the brand to befriend us.
So which brands are doing it right? to help us with this piece, we asked 100 teens to weigh in on the brands that really speak to them. Here's what they told us:
What brands do you consider authentic and why? (top 3)
Apple/MAC - Head to your local Starbucks (a popular Gen Y hangout) and take an inventory of computers. My guess is, you will find WAY more Mac users. But why? Apple built their brand on the promise of innovation, quality products, no viruses and by consistently delivering, or "keeping it real," they have won over the hearts and wallets of Gen Y.
Progressive Insurance - If you explore Progressive's website you will find that they very first thing listed in their core values is "intergrity' and, let's face it, that's a fancy word for "keep it real." Progressive not only allows customers to "Name Their Price," but they feature competitors' pricing right on their site. No false promises and you know what kind of deal you are getting upfront. It doesn't get any more "real" than that.
American Apparel - They are just plain t-shirts right? What's the big deal? While Gen Y digs the simple, clean style of American Apparel, it's their business approach that keeps them coming back for more. American Apparel markets their American made, sweat shop-free fashion basics directly to civic-minded Gen Y and you know who they use to do it? Their employees. Whether it's through word-of-mouth or massive billboards featuring happy employees, American Apparel is treating their employees well and reaping the rewards of doing so.
Which taglines do you trust as most accurately describing the promise of the brand? (top 3)
Johnson & Johnson (baby shampoo) - "No More Tears" - although Gen Y is most likely not using baby shampoo anymore (at least not for themselves), this tagline that became part of our lives at a very young age has managed to stick in our heads well into our teen and adult years. Why? Johnson and Johnson promises "no more tears" and delivers - making bath time easier for us as children and (for some of us) as parents. They keep it real.
Apple - "Think Different" - they are the first to innovate and create unique products that make our lives asier, allow us to be more connected and boost our social status. They consistenty deliver on their promise and leave the rest of the tech industry wishing they would have thought of that and their Gen Y consumer wishing they owned it.
Verizon - "Can you hear me now?" - Gen Y has grown accustomed to a lifestyle deeply rooted in instant gratification. Their cell phones are extensions of their arms and when they don't work how they are supposed to - cynical Gen Y will jump ship. Verizon promises "fewer dropped calls," an appealing promise to this tech savvy generation. Despite my admiration of the iPhone, I still have my Blackberry, because with Verizon I have amazing service all over the country.
The most important thing to understand about the Gen Y consumer is that, while cynical and a bit egocentric at times, they will remain loyal to brands that continue to serve them and their needs and above anything else, listen and learn from them.
The "Y Award"
Each week the Premise team will be giving out our coveted (hey, we think it's pretty cool) "Y Award" to a brand that has successfully captured the attention of these youngsters. This week's award goes to:
Apple!
Ask anyone what product/brand comes to mind when they think of who is great at marketing to Gen Y and I wouldn't be surprised if more often than not, Apple or Mac is the first brand to come to mind.
- Apple is simple. Simple translates into convenience.
- The introduction of the iPod launched Apple's popularity to new heights, becoming an absolutely essential item - thus leading to the iPhone being the ultimate status symbol among Gen Y
- They keep their marketing simple, never overloading ads with too much information
- Their 'Get a Mac' campaign - "I'm a Mac, I'm a PC" ads starring a young, cool actor as a Mac and an uptight, older man in a suit as a PC. This led to organic word of mouth marketing - and as we keep reminding you, Gen Y listens to their peers
- Good design aesthetic - the silhouetted ads and commercials are sleek and simple
- iTunes gave youth a way to download music and make their own playlists and CDs themselves - in other words, iTunes empowered them
- Apple stores are filled with Gen Y employees
- Apple positions itself as being dedicated to making our world greener - an initiative near and dear to Gen Y
Links
Official Apple Website
iTunes Facebook Fan Page
Get a Mac campaign Video
Make life easy and bookmark this page - so you can follow along for all 10 weeks!
The ABC's of Y and Z
-Jocelyn Fielding, Account Coordinator/Gen Y Contributor
Lunch Today: Pear, Almond, Gorgonzola salad from Trader Joe's...and a chocolate peanut butter rice krispies treat for dessert!
