Change how you talk to them
The Australian, “The Age”, reports on 4 July, in Lifelounge helps corporations bridge generation gap that there are some media companies now specifically focusing on helping companies connect with 30-something young people “with money to burn”. These young people are media savvy, don’t get sucked in by traditional marketing techniques, but have lots of cash to spend. This article is a short description of an interesting company, LifeLounge that is offering services to companies who want to reach this market.
They do a Market Update (at $ 11,000 a copy) as well as helping customers connect to the five “lifestyle pillars” – music, sport, fashion, travel and entertainment. They’re just one of a host of companies making the same point: don’t shout louder, get smarter.
On Biz.community a few days ago (here), Nicholas Runnalls, senior manager clients & markets at Deloitte, was quoted as saying that “we should move away from our present ‘broadcast style’ of marketing and brand-building. The brand that wins will not be the one that overcomes the noise clutter by shouting the loudest or the most. Branding needs to be less about broadcasting and more about conversation.”
The article talks about the “four U’s” of next-generation commerce: ubiquity, universality, uniqueness and unison. This is “U-Space or the connection economy – the consumer age is over.”
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