Tag Archives: Coca-Cola

Guest Post | Rebranding for the Millennial Consumer

Seth Barnett is PPAI’s Diversity Development & Engagement Manager. This program was developed by PPAI to help the industry meet the challenges that come with a broadening generational demographic. Seth’s job is to develop new ways for businesses to meet the growing demands of an increasingly diverse workforce and changing buyer market. Businesses are encouraged to utilize PPAI’s diversity development resources at www.ppai.org/diversity and on social media by following #PPAINextGen. These resources are updated weekly and will help business develop plans to meet demographic challenges. 

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Millennial buyers are the first to share what brands they identify with and are loyal to. This buying group is the most brand loyal of any previous generation and prides themselves on the brands they know and love. Because of this, many brands are seen as characteristically outdated by Millennials and are struggling to meet the demands of the new customer.

This past year the Millennial Generation took their spot as the majority shareholders among retail consumers. Over the past few years many brands have adapted their marketing practices to meet the demands of a new buying group. Companies like Target, Nike and Coca-Cola have remarketed themselves over the past few years and are among the top 10 Millennial brands. Rounding out the bottom of this list are companies created exclusively for this buying group such as Axe and Anthropologie, which goes to show that even the most influential Millennial branded companies struggle to compete.

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Harley-Davidson’s new global marketing campaign titled ‘Live Your Legend,’ is designed to inspire generations to learn to ride and demonstrate how a new Harley-Davidson motorcycle can enable riders to create deeper bonds and share richer experiences.

For the purpose of better understanding what rebranding and remarketing looks like for a consumer company, I was surprised to find the 113-year-old motorcycle giant Harley-Davidson as one seeking to revise its image among young consumers and doing it the right way. This week, Harley-Davidson released a new marketing campaign that truly speaks Millennial. In conjunction with this, Harley-Davidson began a social media campaign, the first of its kind, titled #LiveYourLegend. The premise of this campaign is to show young consumers that a Harley-Davidson motorcycle is no longer exclusive to the older demographic. The associated advertisement shows a young Harley-Davidson rider who has the perfect Millennial look mixed with biker edge. He is shown pulling into his garage where his toddler son waits for him on a toy tricycle. They ad concludes with “if you wait to live your dreams, your kids will miss the lesson”.

Harley-Davidson did something interesting in this campaign, they sought out younger consumers without alienating the older demographic or their existing customer base. The company used stories from existing Harley-Davidson owners about their experience with the motorcycle world to build a well-rounded marketing campaign. This gave the ad a sense of nostalgia while maintaining a trendy edge. This particular TV ad will be released during the NCAA Men’s Basketball Tournament, a first for a Harley-Davidson commercial, which naturally targets the youngest consumer group.

Harley-Davidson has consistently shown investors that their target demographic is 35 to 74-year-old men of various income levels. However, these consumers will only decrease their national market share in the coming years. The present young adult consumers will make up the market majority for years to come. Harley-Davidson is a company that is choosing to be proactive to ensure their longevity. It is Harley-Davidson’s goal to have Millennials make up 50% of its market share within the new few years. Also worth noting here, Harley-Davidson expects 64% of its entire market to be female over the next decade. Again, this is all done through a careful balance to ensure that all consumers are marketed to equally.

Harley-Davidson is also seeking to provide another key element to the equation of selling motorcycles. They have tapped into social media and online campaigns to help drive traffic into their dealerships. Once there, customers will be met with a new Harley-Davidson experience. Harley-Davidson shops are no longer exclusively a place to buy a motorcycle or have maintenance done, they are a place to congregate and relax. Many shops have lounge areas, pool tables, constant activities, and free beer on tap (Pabst Blue Ribbon, the top-selling beer for Millennials). Harley-Davidson is developing a more welcoming, engaging environment that Millennial’s seek out. This helps fit the old economic logic that the longer a person is able to stay in a consumer environment, the more likely they are to make a purchase.

Over the past two years Harley-Davidson has seen a steady decline in sales. However, they seem to be making the correct adjustments to welcome in new buyers and keep their products on the road. I suspect that Harley-Davidson will continue to advance toward the Millennial consumer market through carefully designed methods while maintaining their “Live to Ride, Ride to Live” attitude.

Inside PPAI’s 2013 North American Leadership Conference & Product Safety Summit | A special message from PPAI Chair, Marc Simon

NALC 2013: Perspectives on the Promotional Products Industry presentation.

NALC 2013: Perspectives on the Promotional Products Industry presentation.

On August 11-15 in Chicago, PPAI hosted two of our most popular and powerful educational opportunities—North American Leadership Conference and Product Safety Summit. Over the course of four-and-a-half days, we were treated to a series of superb speakers who shared countless years of experience on hotly relevant topics from innovation, marketing and the economy to product recalls, FDA regulations and social compliance—to name just a few. For PPAI’s Chair of the Board Marc Simon, it was also a thrill to hold these two exceptional events in his hometown. Below, Marc shares a special message with you.

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Greetings to our valued members!

For those of you who attended PPAI’s North American Leadership Conference (NALC) and/or PPAI’s Product Safety Summit (Summit) in Chicago earlier this month, I want to thank you, on behalf of the PPAI Board of Directors and staff, for your enthusiastic and attentive participation. Based on the comments we have received, it is fair to say that NALC and Summit were enormous successes.

If you were unable to attend either conference, let me tell you what you missed.

First, a few numbers: We had more than 150 participants at NALC and more than 180 participants at Summit. Notably, these were largely different groups of people. More frequently, senior management attended NALC and a combination of senior execs and people responsible for product safety and compliance attended Summit. Approximately 300 people in total participated in various aspects of this great week.

There were two themes to these back-to-back conferences: content and volunteerism. Let me explain.

For both conferences, we recognized that everyone’s most valuable resource is his or her time. We needed to be certain that we used everyone’s time judiciously. Both NALC and Summit participants heard from recognized experts who were impressive and even entertaining.

Gary Shapiro, CEO of the Consumer Electronics Association (CEA), was NALC’s first speaker. Gary made the point that innovation is critical for an industry, for a company, indeed for an individual, to survive and prosper. He observed that innovation is cultural and spoke of the many ways in which the culture and diversity of the United States breeds innovation. He contrasted that with other cultures, including China. It was ironic that the CEO of CEA, the bastion of technology—which is often blamed for limiting human interaction—spoke of the importance of relationships, face-to-face experiences and five-sense experiences to build trust and confidence, which are the essential ingredients of innovation. Gary’s presentation gave reason for encouragement—innovation is cultural (our culture), and relationships remain vitally important.

Next, Northwestern University Professor Frank Mulhern led us through the evolution of advertising from the presumed monolithic, homogenous state in which we know what consumers want and where consumers are captive to where we are today and where we are headed. Brands are shifting from products and services to people and lifestyles. Content marketing is everything, and “earned” media is growing rapidly. Marketing is becoming organized by interests, and people connect based on shared interests. As a result, marketing is becoming more analytical and targeted. (And therein lies the reason our industry will continue to grow. What can be more targeted and analytically based than our solutions?) Also, gamification is growing in popular appeal, another trend that favors our industry.

Our most knowledgeable, interesting and entertaining NALC speaker highlighted Tuesday’s lineup. Austan Goolsbee was previously chairman of the White House Council of Economic Advisors and is now a University of Chicago professor. He made three key points: 1. The economy is in for another 12 to 24 months of sluggishness, 2. The government is not going to help, and 3. Pent-up demand, the most productive work force in the world and our culture of innovation and entrepreneurialism will eventually push through all the clutter to lead us to new economic heights. I could not possibly do justice to the wit, humor and delivery style Goolsbee displayed, but we all laughed at the unintended consequences of lasagna and plumbing bombs (ask someone who attended for the details) as well as the observation that no one ever died jumping out of a basement window. Goolsbee spoke for an hour and took questions for another half hour. The universal comment we all heard was, “I could have listened to him all day.”

Product Safety Summit speakers included a panel of brand-integrity officers representing three of the world’s most valuable brands—The Coca-Cola Company, The Walt Disney Company and John Deere— speaking to the challenges and goals they face every day. Directors from the Consumer Products Division of Underwriters Laboratories gave a primer in the product safety requirements our industry faces.

It was a huge honor to have Neal Cohen, U.S. Consumer Product Safety Commission Small Business Ombudsman, as one of Summit’s keynote speakers. He spoke to the special considerations that exist in our laws and regulations to account for the practical limitations of small businesses. John Fuson, most recently the U.S. Food and Drug Administration’s associate general counsel for major enforcement actions, was fascinating as spoke of the practical requirements to which our industry’s food and drug niche (including hand sanitizers, for instance) is subject. Another government speaker, Jim Joholske, the assistant executive director of the Office of Import Surveillance for the CPSC, gave insights into new laws and regulations that our people now encounter every day. His interest in helping our industry was obvious—especially as he told listeners that if they couldn’t resolve an import issue, they were welcome to reach out to him for help.

The big hit of the outside expert Summit speakers was Katherine Cahill, an independent consultant. She spoke about the responsibilities that arise when product recalls are indicated. Her session, scheduled for 90 minutes, ran over by a full hour, as no one was willing to leave the room. She was filled with practical advice and everyone got a lot from her session.

Now for the second theme: volunteerism. None of this would have been possible without the tireless efforts and painstaking attention to detail from several PPAI members who volunteered their time to make this event so valuable for all of us—and each of these people has a full-time, demanding job outside of PPAI volunteer responsibilities.

We owe a great debt of gratitude to Gene Geiger, CEO of Geiger, and to Rick Brenner, CEO of Prime Resources, for their passion and commitment in personally attending to each and every detail of the Product Safety Summit. I also want to recognize CJ Schmidt of Hit Promotional Products and Marc Held of Bodek and Rhodes for their exceptional work as co-leaders of the NALC Work Group. Jonathan Isaacson, CEO of Gemline, had to have spent 100 hours doing the research, analyzing the results and putting together his highly informative NALC presentation on trends that are apparent on the supplier side of our industry. NALC presentations by Larry Cohen, CEO of Axis Promotions, on how suppliers can work more effectively with distributors and by Jeff Meyer, CEO of Certified Marketing Consultants, on mergers and acquisitions were just two of the many sessions that were both interesting and valuable. Thank you also to those peers who shared their valuable insights on a series of panels that explored relevant topics throughout both conferences. A final and personal thank-you goes to the dozen large distributor and supplier companies that quietly sponsored Austan Goolsbee’s appearance.

I was very proud to have my hometown show so well to all of our participants. Next August (August 10-12, 2014, and August 13-14, 2014, respectively), we are going to Boston, and the prospect of interacting with professors from Harvard and MIT is at least as exciting. So please join us!

Marc Simon
PPAI Chair of the Board

For session summaries, photos and a video Q&A with Austan Goolsbee, visit http://ppblive.tumblr.com.