Happy New Year everyone. I'm back and going to try and post regularly (hopefully once a week) to Dude, It's Marketing in 2011. My first post of the year will be a review of a book I just recently finished.
The book, What Americans Really Want... Really by Dr. Frank I. Luntz (@FrankLuntz), has been on my list for quite some time and I finally got around to reading it over the holidays. I learned a lot from his previous book, Words that Work and have been looking forward to similar insights here.
Instead of a how-to make your communications work like the previous book, this one leverages research from a decade of face-to-face interviews thousands of people and telephone polls and surveys of millions more. This data provides valuable information about what makes Americans tick and Luntz's insights turn several key assumptions on their head.
While many of the sections apply more to polictics and what people need to understand if they are running for office, one chapter that jumped out at me as a marketer was the one that looked at what the 2020 Generation want and how they think. There is a similar chapter on what people over age 60 really want out of retirement which would be equally valuable to anyone marketing to that demographic.
In the chapter, Living at the Speed of Light: The 2020 Generation, Luntz defines this group as individuals born between 1980 and 1991, that have also been referred to as Millenials, have already lived a life more fundamentally different than their parents than any other generation.
He then goes on and outlines the attitudes and behaviors, using date from surveys, where Gen 2020 is different from the rest of America including immediate gratification, ongoing happiness, decreasing importance of religion, value of equality, and no news. He also talks about a study called "Studio U" that involved studying what 50 people from Gen 2020 did online for 20 days and nights 24/7. What the sponsors learned from the study was a key contributing factor to the creation of Hulu.com.
Luntz also outlines what this group offered as advice to advertisers: make the ad a 30-second show unto itself, make it interactive, connect it with the content they're waiting for, make is a seamless experience, and make it special with bonus clips. And he developed 5 distince Gen 2020 web profiles and discovered the four pillars of the perfect website (innovation, fluid in form and function, deep vaults of content, and a breakthrough viewing experience) all from the actual audience many marketers are trying to reach and do so poorly today.
While I'm just scratching the surface of the insights Luntz explains in this chapter and the book overall, I hope you now get an idea of how looking at this type of data can be applied to and help your business. Conducting focus groups and surveys are crucial to gaining these insights but can be an expensive proposition and out of the reach of many start-ups. However, the information exisits in other forms that you can leverage and this book is a great place to start. I definitely recommend anyone looking to understand their audience better to read this book or at least the chapters that apply to their target market.
[Image courtesy of Frank Luntz's The Word Doctor's website]
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Luntz also outlines what this group offered as advice to advertisers: make the ad a 30-second show unto itself, make it interactive, connect it with the content they're waiting for, make is a seamless experience, and make it special with bonus clips. And he developed 5 distince Gen 2020 web profiles and discovered the four pillars of the perfect website (innovation, fluid in form and function, deep vaults of content, and a breakthrough viewing experience) all from the actual audience many marketers are trying to reach and do so poorly today.
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