Figured out how to connect Millennials yet? If you’re like me, you have way more questions than answers. Determined to begin assembling a better understanding of the Millennial generation I picked up a copy of Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, a highly rated 2011 marketing book by Jeff Fromm and Christie Garton. This is a great find and a must read!
Fromm co-authored a report called “American Millennials: Deciphering the Enigma Generation, based on a comprehensive research study conducted by Barkley, The Boston Consulting Group and Service Management Group. The findings from that research are the foundations for this book.
The book reveals the eight attitudes shared by most Millennials, fascinating insights that reveal six distinct Millennial segments, as well as the new rules for engaging them successfully.
Every chapter includes a case study (or two) that will help you see how major retailers are using a better understanding of Millennials to engage and market to this very large demographic slice. An easy to read summary provides a synopsis of every chapter’s key takeaways.
This is a fascinating and eye-opening book. My copy is marked up. I came away with many ideas that will make their way into our strategies to engage Millennials. If you’ve been trying to figure out how to reach and connect the Millennial generation, I really do believe this is a must read book. If you’re not thinking about this already…you better get started! You can pick up your copy of Marketing to Millennials right here.