Each different generation has a specific culture that goes far beyond mere demographics. When you are defining your branding strategy your target generations need to be considered in detail. Your target generation will determine how you should speak, brand, market, engage and connect. They each have specific influencers, sales and marketing triggers, purchasing influencers and ideal leadership types that will ensure that they either respect your brand or not.
Influenced by: Authority officials
Acceptable marketing channels: Radio and print advertising
Purchasing influencers: Brand emergence and storytelling
Idea influencers: Authoritarian commanders
2014 Example: Tennis Australia: Closer to the action
Influenced by: Evidential experts
Acceptable marketing channels: Traditional and mass media
Purchasing influencers: Brand loyal authorities
Idea influencers: Commanding thinkers
2014 Example: New Rules for Sponsorship-NAB
To promote the sponsorship of the Aussie Rules Grand Final, NAB ran a campaign and competition where winners not only won tickets but also ‘stand-ins’ who were delegated to complete the tasks they should have been doing on the day of the game.
Influenced by: Pragmatic practitioners
Acceptable marketing channels: Targeted/direct media
Purchasing influencers: Brand experts
Idea influencers: Co-ordinating doers
2014 Example: Share a Coke – Coca-Cola
To reconnect with customers, Coca-Cola created a bottle with the 150 most popular Australian names printed on them. The campaign was so popular that it was rolled out around the world.
Generation Y / Millennials
Influenced by: Experiential peers
Acceptable marketing channels: Electronic or viral media and through friends
Purchasing influencers: Friends, no brand loyalty
Idea influencers: Empowering collaborators
2014 Example: Fair go bro – Virgin
Targeting ‘young always on’ and ‘lighter users’ of Virgin mobile services, the campaign used the lesser-known brother of Brad Pitt to ask for a fair go. The campaign worked over several stages to engage and allow friends to share the media.
Influenced by: User generated forums
Acceptable marketing channels: Interactive campaigns
Purchasing influencers: Positive brand association, trends and brand evangelism
Idea influencers: Ideal-inspiring co-creators
2014 Example: Mobile Medic – Australian Defence Force
The Australian Army challenged medical students to diagnose real injuries and ailments displayed on billboards and posters that linked to an augmented reality app. With the app, the students could use virtual stethoscopes, CT scans etc to aid their diagnosis and connect them to the brand.
Designing a campaign or brand with a specific generational audience in mind – contact brand agency Liquid Creativity to learn more.