The Barkley agency has created a number of thought leadership platforms that drive our new business. In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive new business. One of the most successful has been built around Millennial Marketing.

1. 1
Unlearn + Reimagine + Innovate + Evolve

2. 2
WE’RE
BARKLEY

3. 3
WE’RE
BARKLEY
50
IN REVENUE
MILLION

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EMPLOYEE
OWNERS

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6. 6
PEOPLE STARTED TALKING ABOUT US
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7. 7

8. 8
$1.3 TRILLION OF DIRECT SPENDING POWER
6 MILLION WITH HH INCOME ABOVE 100K
25% OF US POPULATION
11.6 MILLION MILLENNIAL
HOUSEHOLDS WITH CHILDREN
MILLENNIALS BY THE NUMBERS
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9. Millennial Milestones
Source: Family Room LLC
go to school get a job start a familyget married buy a house
get a jobgo to school
get marriedstart a family
buy a house
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10. MASLOW
HIERARCHY OF
NEEDS
10Copyright© 2014 by FutureCast. All rights reserved.
Self-Actualization
Pursue Inner Talent, Creativity,
Fulfillment
Self-Esteem
Achievement, Mastery, Recognition,
Respect
Belonging - Love
Friends, Family, Spouse, Lover
Safety
Security, Stability, Freedom from Fear
Physiological Needs
Food, Water, Shelter, Warmth
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11. …FOR
MILLENNIALS
11Copyright© 2014 by FutureCast. All rights reserved.
Self-Actualization
Pursue Inner Talent, Creativity,
Fulfillment
Self-Esteem
Achievement, Mastery, Recognition,
Respect
Belonging - Love
Friends, Family, Spouse, Lover
Safety
Security, Stability, Freedom from Fear
Physiological Needs
Food, Water, Shelter, Warmth
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12. THE MILLENNIAL MINDSET™
IS MORE THAN A DEMOGRAPHIC

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FUNCTIONAL + EMOTIONAL & PARTICIPATIVE BENEFITS
TOTAL COST
BRAND VALUE = ∑
NEW BRAND VALUE EQUATION

14. THE PATH TO PURCHASE IS NO LONGER A LINEAR MODEL
14
AWARENESS
INTEREST
DESIRE
ACTION
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15. 15
MILLENNIAL BRAND LOVE

16. 16Copyright© 2014 by FutureCast. All rights reserved.
UNIQUENESS MEANINGFULNESS AUTHENTICITYINNOVATION

17. MILLENNIAL LOVE TRUTH #1
DON’T TELL ME YOU’RE THE BEST,
I’LL DECIDE THAT FOR MYSELF

18. 18Copyright© 2014 by FutureCast. All rights reserved.
MARKING THE END OF THE
PASSIVE CONSUMER

19. 19
RAISED IN A PARADOX
OF CHOICE

20. MILLENNIAL LOVE TRUTH #2
WE LOOK FOR BRANDS THAT PROVIDE EXPERIENCES
AND ADVENTURE

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∑
2010 SITUATION ANALYSIS

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∑
WHO IS YOUR MOST IMPORTANT CLIENT

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Marketing to Millennials..

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PIECES OF
CONTENT ON
MILLENNIAL
TRENDS AND
INSIGHTS
OVER
700

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31. • INCREASED CONVERSION
• REDUCED PITCH LENGTH
• SOME BYPASS REVIEWS
• SIGNIFICANT INCREMENTAL REVENUE
RESULTS

33. THANK YOU
Jeff Fromm
JFromm@thefuturecast.com
millennialmarketing.com