Metro Jacksonville

Three marketing niches for attracting and retaining millennials that you may not have ever heard of.

QuoteWith 76 million members, generation Y is “the most talked-about, researched, marketed-to generation ever,” according to Melissa Lavigne-Delville, vice president of strategic insights and culture education at NBCUniversal.
That’s a mouthful of a title; what it means is Lavigne-Delville analyzes demographic data to help the media conglomerate’s sales executives sell commercials and ad space throughout its portfolio. Among the division’s projects is “Y Now,” a comprehensive report/film on millennials and how to reach them.

Quote“Modern Traditionalism”

Even though modern families don’t look traditional, they have aspirations for tradition, and marketers can tap into those desires when targeting millennials.

Quote“Rookie Force”

The battle of the sexes continues on the home front, it seems, but the truth is men are contributing more to the household, or at least they think they are, and thus “there is some low-hanging fruit here, dads that are not getting acknowledged for how much they’re doing,” Lavigne-Delville said. “There’s an opportunity to reach out to these dads and think about them as a massive part of these equations.”

Quote“Extended Adolescence”

“Think about marketing to that 27-year-old” who lives at home, Lavigne-Delville said. “He probably has expendable income. He’s probably not paying much for rent. He can probably trade up for things.”
He’s also probably influencing what his roommatesâ€"er, parentsâ€"buy, from big-screen televisions to new cars.
“The millennials are actually impacting many other generations,” she said.

full article: http://www.bizjournals.com/losangeles/news/2013/06/23/3-keys-for-marketing-to-millennials.html