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Attracting Boomers & Echo-Boomers to Garden Events Path to Marketing - Presentation I: Presenters: Judy Hohmann Nathan Kells Lindsay Sypnieski Minnesota Landscape Arboretum

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Introduction Cohort Marketing Generational Marketing Cross Generational Marketing NOTES: Generational marketing was based on significant life events for the age group Cohort marketing – particular interests – taking into account the media along with the issues. Numerous approaches but we borrowed from each to create a hybrid – Cross generational marketing is a hybrid of Cohort and Generational marketing. Topics and issues can be interesting to multiple generations. Right Message – Right Media/Technology – Right Audience

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Generational Marketing Video Removed for copyright purposes. NOTES: An international food producer needed to segment their mother audience by cross-generational profiles, that take into account technology habits and specific generational focus. Example, looking at food maven icon (Betty Crocker, Martha Stewart and Rachel Ray) and their recipes and how each generation (Matures, Boomers and Eco-Boomers/Millenials) finds a menu for dinner (Cookbook on a stand to Ipad).

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Matures: born from 1909-1945 Boomers: born from 1946-1964 Echo Boomers (or Millennials) or Generation X: born from 1965-late 70s Generation Y: born in the early 1980s-2001 NOTES: Generational marketing is not a new concept. Usually when taking demographics into consideration – for marketing purposes the age ranges above are fairly standard. Using generational information to target demographics for specific events can be very helpful. The Matures generation still plays an important role in the current development of Arboreta. They are a smaller part of the population but they have the means to continue to financially support organizations they connect with and feel are worthy. The key is to create marketing materials that make the Mature, Boomer and Echo Boomer generations feel like they are being spoken to directly or they are at least part of the conversation.

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Audience Development Future Donors and Supporters Current and Previous Targets Exceptions to the Rules NOTES: Future donors and supporters Previously targeted long-time donors or Matures and Boomers Exceptions to the rules – Some boomers act like millenials in a technological sense Don’t change message too much between print and online – consistent message – Talk to your primary audience and let others listen in!

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Toast and Taste Social Media Save the Date Card Evite that can be converted to print on demand for older audience Online Registration PR Targets: Food Blogs, Simple good and Tasty, Edible Twin Cities, Slow Foods MN, Restaurant NOTES: Was attracting a younger group – 30 and up. Social Media – Save the date cards – to older audience – 95% still registered online. Targeted food blogs – see slide- promotion more online – reduced advertising costs. Fresh Local and Green

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Toast & Taste in the Gardens

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Toast & Taste in the Gardens

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Toast & Taste in the Gardens

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All About Dogs Day Social Media Website Online Registration PR Targets: Pet stores, blogs, pet magazines, yard & garden section NOTES: Targeting dog lovers Posted on Dog Friendly blogs, signage in local pet food stores (ones that carry the higher end dog food) Spanned the generations – common love for their pets. Significant life stages or moments. All shared with their dogs Unexpected benefit – Arboretum donors that had left the Arboretum when the policy was in place 25 years ago came back for the first time with their pets.

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All about Dogs Day

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All about Dogs Day

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All about Dogs Day

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Ladies Night Out Social Media Website Online Registration PR Targets: Local boutiques, fashion section, other ladies night events Notes: Older generations introducing younger to the Arboretum through an event (mothers, daughters, Granddaughters) that is mutually appealing. Older generations are excited to share ‘Their Arboretum’ with their kids & grandkids Event gives them a reason to do this

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Ladies Night Out

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Ladies Night Out

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Ladies Night Out

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Winter Hearty Social Media Website Online Registration PR Targets: Restaurants, wineries, breweries, food blogs, food sections, etc. Notes: Similar to Ladies Night Out but includes men, etc. Older generations introducing younger to the Arboretum through an event (mothers, daughters, Granddaughters) that is mutually appealing. Older generations are excited to share ‘Their Arboretum’ with their kids & grandkids Event gives them a reason to do this

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Winter Hearty

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Winter Hearty

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Winter Hearty

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Conclusion When developing new audiences: Be disciplined to segment your visitorship. Although there might be common interests in topics, reaching a generation or demographic you have to keep in mind the medium/tech to reach them and what their knowledge base or context is. Don’t assume that boomer demographics aren’t familiar with technology. Exp. Facebook, Ipads, online shopping

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No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the American Public Gardens Association. Copyright © 2012 by the American Public Gardens Association All rights reserved

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