Marketing to Millennials - by Jeff Fromm & Christie Garton (Paperback)

About the Book

Your core customer base is about to be made up of the generation you don't understand, and perhaps not even like. Will you connect with them or lose them--with your business not far behind?

Book Synopsis

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.

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

About the Author

JEFF FROMM is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess.

CHRISTIE GARTON is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.