Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

Jeff Fromm and Christie Garton. Amacom, $24.95 (224p) ISBN 978-0-8144-3322-5
Advertising executive Fromm and lawyer Garton deliver an insightful tome on how to market to one of the biggest segments of consumers today. Millennials—those born between 1977 and 1995—spend an estimated $200 billion annually. This group, which is 80 million strong in the U.S., expects certain things from the brands it embraces: a willingness to engage in social media; an ability to provide a personal touch; efforts to make consumers look good to their friends; and a built-in sense of adventure. After providing a comprehensive outline for engaging Millennials, the authors describe a principle that they view as fundamental: don’t give consumers “a reason to cheat” on your brand. Using examples from brands that have mastered this principle, including Ford and Lilly Pulitzer, and providing key takeaways at the end of each chapter, the authors provide a roadmap that will allow readers to successfully engage this valuable demographic. Agent: Loretta Barrett, Loretta Barrett Books. (July)
Reviewed on: 05/20/2013
Release date: 07/01/2013
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