Consumer Marketing Books
Marketing to Gen Z: The Rules for Reaching This Vast– and Very Different– Generation of Influencer
Jeff Fromm and Angie Read
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Today’s teens are a force to be reckoned with. Businesses focused on Millennials … beware! Their successors are right around the corner-promising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to: Get past the 8-second filter * Avoid blatant advertising and tap influencer marketing * Reflect their values * Understand their language and off-beat humor * Adapt content and social media strategies * Offer the shopping experiences they expect * And more By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW.
Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents
Jeff Fromm and Marissa Vidler
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While everyone was bemoaning their laziness and self-absorption, the Millennial generation quietly grew up—and they’re nothing like the clichés we used to describe them. As pragmatic, diverse and digital natives, this massive cohort of 80 million are entering their prime consumer years, having children of their own and shifting priorities as they move solidly into adulthood.
Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study, and reveals how to:
Enlist Millennial parents as co-creators of brands and products • Promote purpose beyond the bottom line • Cultivate shareability • Democratize the customer experience • Integrate technology • Develop content-driven campaigns that speak to Millennials
Through a goldmine of interviews, digestible segments brought to life and examples of brand successes and failures, this book helps marketers rethink the typical American household—and connect with these critical consumers in the complex participation economy.
Jeff Fromm (Kansas City, MO) is President of FutureCast, a marketing consultancy specializing in millennial data analytics, trends and insights, and co-author of Marketing to Millennials. Marissa Vidler (Kansas City, MO) is Founder and Lead Research Strategist at Clear Box Insights.
“An eye-opening and timely overview of the shifts unfolding in the psyche of the millennial generation as they begin to embrace parenthood. Informed by research data and colorful, crisp examples that bring theory to life, this book is an indispensable tool for anyone who needs to stay attuned to the evolving landscape of one of the largest and most influential generations to date.”
– Rebecca Zogbi, Vice President, Global Consumer & Business Insights Dunkin’ Brands Inc.
“Millennials with Kids is a marketer’s go-to guide for understanding the dramatic shifts taking place as this powerful consumer group matures into parenthood. Through compelling examples of brands that are getting it right and those that still have much to learn, Fromm and Vidler offer useful insight into the values, attitudes and behaviors that shape this pragmatic generation”A must read for those who hope to gain insight into the millennial generation, specifically millennials with kids. You’ll walk away with actionable insights and examples to move you rapidly forward.”
– Don Hall Jr., President and CEO, Hallmark
“A must read for those who hope to gain insight into the millennial generation, specifically millennials with kids. You’ll walk away with actionable insights and examples to move you rapidly forward.”
– Barry Westrum, Chief Marketing Officer, International Dairy Queen
“Book is long on actionable insights…Easy to follow case studies and a few marketing models that break the old-school rules.”
– Jim Elms, Chief Executive Officer, Initiative
“Millennials with Kids is a great resource to better understand an important subset of an increasingly influential driver of consumer spending. Brand marketers, executives, investors that read this book will gather key insights into who millennial parents are, what motivates them, and how influential they can be to achieving business results.”
– Steph Wissink, Senior Research Analyst, Piper Jaffray
Millennials with Kids should be required reading for marketers and executives looking to understand this young, influential segment. It busts many myths and provides rich frameworks and case studies that show what is and isn’t effective with this demographic.
– Sucharita Mulpuru-Kodali, Retail Analyst, Forrester Research
“Jeff was on forefront of predicting generational trends in Marketing to Millennials and now he is at it again in Millennials with Kids. He and Marissa provide a highly detailed look at the growing millennial parent population and offer approachable and realistic tactics and recommendations that brands can implement in their own marketing strategies today.”
– Jonah Berger, Author, Contagious: Why Things Catch On
Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever
Jeff Fromm and Christie Garton
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The numbers cannot be ignored: 80 million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of “cool” to their advertising are due for a rude awakening.
“Marketing to Millennials” is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials: value social networking and aren’t shy about sharing opinions; refuse to remain passive consumers – they expect to participate in product development and marketing; demand authenticity and transparency; are highly influential – swaying parents and peers; are not all alike-understanding key segments is invaluable. Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.
Jeff Fromm (Kansas City, MO) is President of FutureCast, a marketing consultancy specializing in millennial data analytics, trends and insights. Christie Garton (Kansas City, MO) is Founder of U Chic Media Company and the author of bestselling college guidebooks for women.
“An outstanding guide to better understand and communicate with the fastest-growing customer segment in the market – The Millennials. Excellent in high-depth analysis of the data and extensive interviews 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 trend 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
“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 direct line into the lives of this generation and explains what drives their behavior. With one-on-one interview 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