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Posts Tagged ‘millennials’


Today’s College Students, Tomorrow’s Food Trends

September 12th, 2012 ::

By Rieva Lesonsky

Why do the nation’s 20 million 18- to 22-year old college students matter to you? If you’re in the food or restaurant business, it’s because these students—now being exposed to new cuisines at college—are going to shape the food tastes of the nation as they get older. Packaged Facts and CCD Innovation recently published a study, Collegiate Gen Y Eating: Culinary Trend Mapping Report, which looks at the Millennials’ food preferences.

The report identified four major needs college students want their food to meet (nutrition, flavorful food, comfort/indulgence, and speed/convenience), as well as seven culinary preferences that differ from prior generations:

  • Profile 1: Dining Along the Meatless Spectrum – More students identify with the less-meat to meatless spectrum of dining. They range from flexitarian to vegetarian to vegan and even raw diets.
  • Profile 2: The Mighty Chickpea – Students are crazy for this inexpensive, versatile and protein-packed food, found in many ethnic cuisines.
  • Profile 3: Nut Butters – Many of these students grew up without peanut butter thanks to so many of their peers being allergic to it. However, today college students are embracing nut butters of all kinds, including peanut butter and the more healthful almond butter.
  • Profile 4: Fruit and Vegetable Discovery – New college students are discovering unfamiliar fruits and vegetables thanks to cafeteria salad bars and retail favorites like Trader Joe’s.
  • Profile 5: Asian Love Affair – Younger Millennials have grown up eating global cuisine, and many continue the discovery in college. Dining halls are offering more ethnic foods, and nearby ethnic restaurants also give students the chance to try new foods.
  • Profile 6: Italian & Mexican – When a college student under stress needs a little comfort, something familiar, warm and filling—that is, Italian and Mexican food—fills the bill.
  • Profile 7: On-the-Go Fare – Students are busy, so they’re looking for foods that are “Easy to make.” “Portable.” “Eat quickly.” “Eat as I walk to class.”

How will these preferences affect your restaurant, food-service business or food manufacturing business in the years ahead? You’d better get ready.

Image by Flickr user Charlene Collins.Jamaica Images (Creative Commons)

 

 

Marketing to Millennials: What You Need to Know

August 22nd, 2012 ::

By Rieva Lesonsky

Millennial consumers bring their own share of challenges to small business owners hoping to effectively market to this age group. A SymphonyIRI report released in June and reported by MediaPost has some insights into what Millennials need, what they want and how to target them as customers. The report, which defined Millennials as between the ages of 18 and 34, portrays them as a huge generation that will have a massive impact on purchasing.

For now, however, Millennials are struggling on modest incomes in a tough economy. For instance, 32 percent report they have trouble affording weekly groceries, compared to 22 percent of consumers overall. Not surprisingly, their spending habits are fairly conservative; for instance, in the past 18 months, they reported less financial confidence than average shoppers. They are more likely than the average consumer to be cutting back on expenses by dining out less often, limiting hair salon or spa visits, and cooking at home from scratch. And a whopping 86 percent said low prices were the first or second factor influencing where they shop.

But price isn’t the only factor Millennials care about. Millennials prefer retailers that are fun to shop at, and also want products that are relevant to their needs. Unique among generations, they are the first generation that’s “always connected.” The report cites University of Michigan research that 80 to 90 percent of Millennials use social media, three out of four have a profile on a social networking site, and 80 percent sleep with a cell phone next to them.

Clearly, digital media influence Millennials far more than they do the average shopper. Millennials in the study are more than three times as likely to be influenced by smartphone apps, recommendations or information from social media, or mobile advertising than the average consumer. They also rely heavily on peers when making purchasing decisions—and peers include not just friends and family, but anyone in their age range or life stage.

As you might expect given their modest incomes, Millennials are more swayed than the average shopper by low prices, coupons and loyalty card discounts. Surprisingly for this digital group, old-fashioned marketing methods such as in-store signage, product packaging and newspaper ads also carry more weight with them than they do with the average shopper. What mattered least was previous use of a product. That’s both good news and bad news for small business owners, meaning that while it’s easier to capture new Millennial customers if you show them a good value proposition, it’s also easier to lose your existing customers if they see something better come along.

SymphonyIRI suggests these tips for targeting Millenials:

  • Monitor trends among Millennial so you can anticipate and proactively address changes in their shopping needs and wants.
  • Connect with Millennials on an emotional level by offering innovative products, packaging and marketing that help them achieve their goal of “living well for less.”
  • Use both new media and traditional marketing methods to reach Millennials at all phases of their lives.

Image by Flickr user J. Cortazar (Creative Commons)

 

Body Language and the Art of the Interview by Lorne Epstein

October 7th, 2009 ::

Body Language and the Art of the Interview by Lorne Epstein  October 1, 2009

Although people are generally not aware of it, they send and receive non-verbal cues all the time. These can indicate what they are truly feeling.

We have all read articles describing how people communicate with body language. Intuitively we understand what body language means but still fail to master it in our daily lives and, most importantly, when we go on a job interview.

Interviewing has been a part of my livelihood as a recruiter for the past 12 years. I have interviewed thousands of professionals and noticed that interviewees are always communicating with their body language. I have made it part of my job to study this form of communication and share what I have learned.

The words you speak amount to only seven percent of your communication, so what is it that we are doing that accounts for the remaining 93 percent? Your voice and intonation comprises thirty eight percent. For example, someone speaking with a tone that is uneven could be lying. Someone who projects a powerful voice with clear enunciation could very well be perceived as confident, trustworthy, and strong. These are broad generalizations, but ones that are worthy of examination.

A majority of your communication – 55 percent — is contained in body language. These numbers clearly indicate that how others perceive your body language has a greater influence on the outcome of your interview than the words that you speak. Your voice and tone are also important, but we won’t cover that in this article.

An easy way of thinking of body language is to imagine it as the music to the words that are spoken. When your music matches your words, your words are perceived as authentic and you have the best chance of getting the job you are seeking.

Body language is always present and informs the interviewer when the candidate is being genuine, nervous, inauthentic, or any other emotion or way of being. “Way of being” is a term that goes beyond a description of emotional state to include a vast and infinite set of experiences that others perceive in you in the moment. Perceiving someone’s “way of being” allows people to perceive you as authentic, passionate, reliable, funny, professional, trustworthy, and more.

This form of communicating is usually understood by the job interviewer. The interviewer uses body language as one of the various tools to inform their decision on whether they hire or don’t hire a candidate. Although we are not always aware of it, people receive and send non-verbal signals all the time. And these signals or vibes that the listener is experiencing reveals the speaker’s true feelings.

As an interviewer, I listen to what the candidates say with their words and body language to form a composite image of who they are and what they can contribute to the organization.

It is the best method to learn about specific information I want the candidate to reveal about their professional experience. I am there to learn what this candidate has to offer my company and see if they are the right fit for the job. Sometimes what a candidate says does not sound true. Body language makes it more difficult for the speaker to conceal the truth, and a good interviewer listens to what is being said and watches body language at the same time to see if they match.

Other forms of body language are contained in your appearance (hair, nails, attire, and general grooming), posture, breathing, and movement. If these are not also in alignment with what you are saying, you diminish your chances of landing that job.

The technique of ‘reading’ people is used frequently. For example, the idea of mirroring body language to put people at ease is commonly used in interviews. It sets the person being interviewed at ease.

In an interview, a simple technique to getting the job offer is to use your body language to “mirror” that of your interviewers. You are appealing to the interviewer’s unconscious mind when you mirror their body language. Humans are attracted to those like themselves, consciously and unconsciously.

Mirroring is performed by holding the same or similar body pose as the person across from you. If they are sitting up, then you sit up. If their legs are slightly apart, then your legs are slightly apart. Their brain will unconsciously make them feel better about you when you mirror. Moving your body slowly to match theirs makes it feel more natural for you, and your interviewer will feel better about being with you. Mirroring takes practice to perfect and is a skill that will pay off in many areas of your life.

To get the greatest value, listen to what others are hearing your body language say. To set up this feedback loop you can video tape yourself speaking. Speak to someone about something your interested in so you are not focused on the camera. Review the video with a friend and have them take notes on the feelings they are experiencing when they listen and see you speak.

Practice your interviewing skills with a friend (an interview buddy) and ask them to pay attention to your body language. Since they are on the other side of the table, they have the best opportunity to read it.

From your interview buddy, get clear and specific feedback as to what your body language is saying. When you get the feedback, trust it and take actions to have your body language match your intended communication. Interviewing well takes practice, and you can teach your body to speak the language of getting hired.

Lorne Epstein, author of “You’re Hired! Interview skills to get the job” has been interviewing and hiring professionals for over 13 years. His company Arlington Soho built InSide Job, a Facebook application for business professionals.

Not Everything That Can Be Counted Counts

September 1st, 2009 ::

Albert Einstein was known to keep, and quote, a sign on his wall: “Not everything that counts can be counted; not everything that can be counted counts.”

This got me thinking about the obsessive search for a Return On Investment, or ROI, in Social Media. This is mainly sought after by either people, or companies, wanting a quick fix to their marketing pains or the executives/manager who only know that you should track every marketing initiative to the Nth Degree.

I have watched as social media halted midway are abandoned and social media tools are abandoned, because there hasn’t been the immediate gratification of a high number of a return. I listen as these seekers of the magical silver bullet of marketing success cry when they only have 100 followers on Twitter, 250 Facebook Page fans, and insert a fairly conservative number of followers with a social media tool and this could go on and on. “Our competitors have [insert number far greater] followers on [insert social media tool]” is often the cry. “How are these tools effective if we can’t amass a large number of followers to do our bidding and pass on our one directional message?” Ok, that last one was overly dramatic, but it’s far more an honest question than the ones that are often asked.

Social media tools, and campaigns, take time to grow organically, because what is truly viral is lightning in a bottle. What those of us who use social media tools want is honesty in your intentions of the tools, a conversation, and to grow to trust your message if we have never heard of you before. If we have heard of you, this is your chance to shine and show us that we can/should believe in your product/services/etc. In my previous post “10 Ways To Get More Followers Using Social Media”, I gave some good tips for using social media tools effectively to get results. I invite you to take a minute and read it.

I come back to Einstein’s sign. Ok, maybe you only have a very small number of followers, but I have a question for you. If you’ve gained passionate small group of followers who believe in your message and want to help you get it out…is that less valuable than four times that many people who don’t care nearly as much about your goal/product/message/service/etc.? Using social media tools, you have the ability to grow long term connections that could reap you great rewards down the road, but may take nurturing and patience before you see the results from traditional media.

Now don’t misread what I’m saying. I am in no way saying you should track your social media tools, but I am asking you to be realistic about what you’re seeing. If you find that you are getting quality results out of a low number of followers then you are having thousands of followers who lurk around your blog, facebook, twitter feed, and etc., but never interact with your brand or share your message…why would you ignore these few, but faithful, followers?

It comes down to the age old question, is it quantity over quality?

I would love to hear which it is for you.

Thank you for reading and, as all ways, stay wicked.

Just take the black eye with a smile…

August 25th, 2009 ::

I just got out of a “social media” round table discussion with several individuals whose companies are still either new to or on the verge of starting with social media. What I found the most interesting was that they were still trying to fit the square peg of traditional marketing into the round hole of social media. Now don’t get me wrong, the two work hand in hand, but you can’t force one to be the other.

Where does getting a black eye come into all of this?

The biggest concern I heard was “If we open our organization up to these tools then we’ll see all the negative things people say about us.”

Well…duh.

I’ve also got some other really bad news for you if that’s your primary concern for not getting involved in social media…people are going to speak negatively about your
company/organization/product/service whether you like it/want them to or not. Social media doesn’t stop that, but gives the world a more transparent environment to air their grievances. I am strictly going to focus on the social media side of things, but I believe this can translate to the real world as well.

You’ll be surprised to know that most people I have talked to who complain on social media do so in hopes that the person/company/service they are complaining about will actually hear them. Imagine what you could do when the biggest advocate of an issue with your service, becomes your biggest advocate to your solution.

How you handle/react to those negative comments, both in the real world and in the realm of social media, will separate you from the others in your industry, and earn some valued respect and appreciation from clients.

Kermit Pattison, over at nytimes.com, put out an article called “Managing an Online Reputation“* in which he goes over some great advice, but I would like to offer a few of my own.

1) P.T Barnum is famously quoted as saying, “You can’t please all the people all the time.” Recognize that no matter what you do you’re going to get bad comments from someone. Probably for reasons well beyond your control, maybe for something you didn’t even realize would be a cause of pain for someone, but it will happen. I believe it is what you do with that information that will set you apart from your competition.

2) Know this isn’t your time to attack back, but your time to listen. If you can source those people/complaints out, source out the reason for their unhappiness, and do your best to resolve it…I believe you are more likely to see an unhappy client/vendor/etc. become someone who looks at your company/services/etc. with a bit more understanding. Just don’t go killing yourself trying to find them. Don’t become so obsessed on trying to find that black eye that you end up giving yourself one by neglecting other areas of your business.

3) Smile. Black eyes hurt, but they aren’t the end of the world. I look at them as learning experiences and sometimes even badges of honor. Don’t live in fear of when or where the black eye is going to come from, but be prepared, when it does, to take it like a champ. Don’t fall back and whine. Get out there and take the next one with an even bigger grin. You are here to server your customers good AND bad. One should not get attention over the other, but one should make you work harder to make sure you/your company/your services are doing everything you can to make sure that misstep won’t happen again.

4) Learn from it damn it! You got the black eye for one reason or another. The worst thing you can do is ignore the reason you got it and act just as surprised the second time around when you get one for the same reason. For Pete’s sake (who says that these days anyway…well…me), take away some knowledge from the experience.

In closing, dear reader, black eyes are going to happen. I’ve had my fair share and probably have more in store in the future.  Some we deserve, some we’re unsure if we earned, and some we know should be someone else’s. In the end, black eyes fade and tomorrow is another day.

Until next time, as always, thank you for reading and stay wicked.

Starting a Business as a Milennial (or Generation Y or Generation O)

June 9th, 2009 ::

The Newest Entrepreneurs: Credit All American Blogger

The Newest Entrepreneurs (Credit: All American Blogger)

As you may know, on of our new contributing bloggers is Jessie Newburn, a generational marketing expert who just published her framework on “What is Generational Marketing?” and “Generational Communication Styles”.

Recently, the newest generation of entrepreneurs have been taking on the roughest economy. This generation, according to Jessie is called “Millennials” but have been called Generation Y and, with the election of Barack Obama, have been dubbed “Generation O. This generation is born from 1980 to 2000, they are as different from as my generation (Generation X) and their parents (Boomers) in how they view starting a business as well as the economy in general.

When I started my first business 10 years ago, I was 29 years old and the Interent boom was roaring upward (soon to crash) and things were fantastic. With Mark Andresen and Mark Cuban becoming billionaires overnight, everyone my age with a little risk taking tolerance and some savings were going to start the next great dot-com and retire by 35. Sounded sweet but as we all know, it wouldn’t last.

According to Jessie, my generation are a bunch of nomadic people caught in between a generation that won’t get out of the way (boomers) and one that wants to save the world (Gen-Y). Generation X was about “Doing it Differently” because we had the Internet and we could raise a few million and get the business to IPO in 18 months while knocking out the established businesses who had been doing things solidly for decades. Because our boomer or silent generation parents were either stuck in their way of doing things differently or won’t allow us to sit at the table. We built our own shiny table with new toys for the world to play with – Re: Yahoo, Google, Netscape, Broadcast.com, etc. While it is true that my generation created some truly spectacular flops – re: Pets.com, Kozmo, every dotcom that failed, we did break new ground and put in place the systems and services that run most of the worlds businesses today.

According to Inc. Magazine, Millennials look at starting a business in a different way. In their article “The Gen-Y Spin on Startups” they see Gen-Y as the entrepreneurial generation that at its core believes it is about “Doing it Better”. When I look at this new generation of entrepreneurs I see improvements to our initial innovations. We eventually got Quicken Online but they went and created Mint.com, we got the newspapers online and they created Digg, we got people searching the web and they enabled everyone to connect through Facebook.

To quote All American Blog, technology has transformed how they interact with each other and the world. Not only are they computer literate, but the Internet has allowed them to have friends from around the world who are available at the touch of a keystroke. Think about – 15 years ago there were very few cell phones, just dial up per-hour Internet, no Twitter, no Facebook so this generation is naturally tuned to using these systems and seeing how to improve on them faster than anyone else.

While they ironically face an economic challenge similar to what their great-grandparents faced in the 1930′s and 1940′s. The also have the advantage of lower startup costs than ever before and a strong desire to make change happen on their own without any one telling them they should or they can’t.

Luckily, my generation as survivors and ones who adapt will be innovating to keep up with this generation and will be awesome to see what businesses they start over the next decade. More on this in future post and if you are a milenial starting a business or have a perspective on this topic please leave a comment, we would love to hear from you.

Generational Communication Styles – Part 2 of our Generational Marketing Series by Jessie Newburn

May 27th, 2009 ::

Jessie Newburn

Jessie Newburn

Jessie Newburn a guest contributor to Grow Smart Business in the area of Generational Marketing and according to her bio, an Iconic GenXer, who provides strategic direction and business services to clients for almost two decades. Her work centers around integrative communications, social media and applying generational dynamics to current and coming organizational concerns.

Jessie has deep roots in traditional marketing and communications, along with a broad understanding of social media. This is the second part in a series of posts on the topic of Generational Marketing. This post deals with America’s extant generations and varying communication styles.

Impact on Communications is Huge

As the natural progression of generations occurs, the resonating style of communication in a culture changes as well. This shift happens about every 20 years. Looking at generations as groups of people who were exposed to world and national events in their childhood sheds light on the formation of their general world views when they are adults.

Communication Styles Across Generations

Here’s a quick look at the extant American generations and how, in very broad terms, they orient toward world issues and communications. This information sheds light on –

1.    how the different generations want to communicate
2.    what kinds of messages (and technologies) they receive more readily and
3.    strategic communication tactics that have a higher likelihood of being effective.

Silent Gen elders – Value nuanced communication, sensitivity to minority positions; they are masters of policy, committees and processes. They trust credentialed experts. Communication style: administrative, policy-oriented, letter of the law. Masters of the expert opinion, think tanks.

Boomers – Value vision and mission; believe in the importance of personal indulgence over institutional might. Communication style: megaphone. Brilliant message crafters. Good creators of content that aligns to purpose and values with appeal to higher purpose and meaning. Masters of radio and TV delivery.

GenXers – Value pragmatic, realistic approach to daily life. Now-oriented, tech-savvy, nimble. Interested in function, efficiency and resourcefulness. Communication style: independent, not connected to an organization; focused on micro-subjects and personal expression of style work. Masters of the internet, blogging and publishing resources.

Millennials – Value team, cohesiveness and their special mission as a generation. Collegial, conventional and deeply focused on peer-oriented activities for their full life course. Communication style: upbeat, rally together, focused on the activity and approval of their peers. Masters of mobile and hand-held devices.

Homeland Gen – Too young now, but will begin consuming media soon. To reach them, think Silent Gen (above), but with using new tools and technologies. Think virtual for reaching them.

What is Generational Marketing? – Part 1 of our Generational Marketing Series by Jessie Newburn

May 26th, 2009 ::

Jessie Newburn

Jessie Newburn

Jessie Newburn a guest contributor to Grow Smart Business in the area of Generational Marketing and according to her bio, an Iconic GenXer, who provides strategic direction and business services to clients for almost two decades. Her work centers around integrative communications, social media and applying generational dynamics to current and coming organizational concerns.

Jessie has deep roots in traditional marketing and communications, along with a broad understanding of social media. This is the first in a series of posts on the topic of Generational Marketing.

Generational Marketing Definition

Generational marketing is an approach to product development, CRM, communications and marketing that recognizes generations as archetypes. The approach also respects that the four generations experience each life phase (childhood, young adulthood, midlife and elderhood) during “seasons” of  societal attitudes and values that differ from what other generations experienced at the same life phase.

Short description of each generation

America, in 2009, is experiencing this particular constellation of generational dynamics:

Boomers, currently 49-66 years old, are just beginning to move out of midlife and into the early stages of elderhood. The broad generational personality that Boomers experience orients toward vision, values and religion (spiritual discovery).

GenXers, currently 28-48 years old, are just beginning to move out of young adulthood and into midlife. The broad generational personality that GenXers experience orients toward liberty, survival and honor.

Millennials, currently 7-27 years old, are just beginning to arrive as young adults in the American landscape. The broad generational personality that Millennials experience orients toward community, affluence and technology.

Homeland Gen, currently 0-6 years old, are just arriving as a new generation. They share the same broad traits with the elder Silent Gen, currently 67-84 years old. This generational personality orients toward pluralism, expertise and due process.

PLEASE NOTE: The information here is cursory in addressing large groups of people. From an historical perspective, the traits articulated above, speak to the legacies of generations passed, what’s been observed to date and the likely life courses of America’s current generations.

NEXT TIME: In part 2, we discuss the communication styles of the various generations and how you can use this to your advantage in your small busines.