The National : THE NATIONAL Issue 2 2008
universal compelling, selling and marketing proposition. Perhaps the point of difference is the willingness and ability to express one's wants, needs, desires and values. Extended use of and exposure to multi media does improve one's communication skills. "IT MUST BE NEW" Information and knowledge in the world is reportedly doubling within 18 months. It is difficult if not possible, to keep abreast of change and of current data. One consequence is that for some (read -- Generation Y) if it is not new then it's obsolete, redundant, irrelevant and lacks appeal. New is now news. It is something to talk about. Consumers have become market, fashion, technology and marketing mavens. That is, personal knowledge and the willingness to share that knowledge establishes one's presence and status. The phenomena overlaps the truism about one can't sell to those in Generation Y. With the ready, ongoing exchange of information among contemporary, peer sources of influence there is little or no need for aggressive advertising and high pressure selling techniques. "IT MUST HAVE STREET CRED" Those adult consumers under the age of 30 years have a fascinating take on endorsements. For them "celebrity" has a differing per- spective. Credibility is established by what is being seen, worn, utilised or spoken about on the streets. To this select group, peer acceptance and endorsement have higher rankings and priorities to what entertainers, elite sports people and artists get paid considerable sums to promote. This could simply imply that scope exists for a second lower level of below the line marketing expenditure and initiative which involves little outlay but generates considerable recognition, comment, interest, demand and sales. OH, ANOTHER THING.... It is perhaps now apparent that many messages and value propo- sitions need to be repackaged to penetrate, relate to and satisfy those in Generation Y. Fortunately, the refining process is both a fun and profitable journey. However, too many existing and established businesses do not pay sufficient attention to the messenger, who will ultimately deliver the promise and the message. Therein lies the key to unlocking the unfulfilled, and often, unrecognised potential. Our research into this subgroup has established a number of essential parameters. THE PROMISE, AND THE REALITY So "Yes, Virginia there is a Santa Claus." And yes, it is time that you can sell to those in Generation Y, as indeed you can induce longer term relationships, more loyal patronage, and less price-sensitive buying. THE AUTHOR Barry Urquhart, Managing Director of Marketing Focus, Perth is an internationally recog- nised conference keynote speaker, author business analyst. His latest high impact presentation is "The Question is 'Y'?" TEL: 61 8 9257 1777 firstname.lastname@example.org www.marketingfocus.net.au THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER, MARCH/APRIL 2008 31 She clearly cares about how she looks. But how are YOU going to convince a 17 year old girl, just entering the workforce, that drycleaning is an essential element of of her grooming? If you fail now, will she think of you when she's a 20-something go-getter?
THE NATIONAL Issue 3 2008