Magid Generational Strategies™ Reveals America’s Newest Generation

To download the free whitepaper from Magid Generational Strategies, click here.

(Sherman Oaks, CA) Monday, April 30, 2012 – Magid Generational Strategies™, a division of Frank N. Magid Associates, Inc., today released new research that identifies unique traits and characteristics of the generation of Americans born after the Millennial Generation.  The research includes more than 50 quantitative surveys totaling over 150,000 interviews, as well as hundreds of ethnographic and qualitative research sessions.

“After eight years of research, and exhaustive analysis, we are now seeing a distinct pattern of change that clearly characterizes this generation,” said Jack MacKenzie, President of Magid Generational Strategies™.  “The differences in both their demographics and their attitudes strongly points to them as the Pluralist Generation.”

The Pluralist Generation is the first generation of the 21^st  Century.  Their birth years started in 1997, so the oldest Plurals are turning 15-years-old in 2012.   According to Magid Generational Strategies™ research and U.S. Census projections, the Pluralist Generation will have an incomparable role in America’s history.

“The first generation of the 21^st Century is the last generation in America that will have a Caucasian majority,” said Sharalyn Hartwell, Executive Director of Magid Generational Strategies™.  “This unprecedented transition to a multi-cultural, pluralistic society will be a major aspect of their lives.”

Central to the Magid Generational Strategies research findings is that the members of the Pluralist Generation are witnessing the fragmentation, or pluralism, of our society on many other fronts as well. The Plurals’ formative years are spent watching the erosion of dominant media, the rapid emergence of fragmented and niche-based voices, growing conflicts surrounding demographic changes and the second longest economic decline in U.S. history.  The research unveils the Plural mindset as it relates to media, politics, business, education, communication and religion.  In a key departure from the optimism of the Millennials, the Pluralist Generation is the least likely generation to believe in “The American Dream.”

Magid Generational Strategies™ research also reveals an important evolution of parenting styles in America, a shift from Baby Boomers to Generation X.  According to the research, Generation X, which is the primary parenting generation of Plurals, places a greater emphasis on individual performance and success than their Baby Boomer predecessors.

“Generation X is now setting the parenting style,” said Hartwell.  “They bring significant changes to the ‘let’s all get along and have fun’ approach of their parenting predecessors, the Baby Boomers.”

“The dynamic of the Gen X parent-Pluralist child relationship is central to their mindset,” said Rich McGuire, Vice President of Generational Insights at Frank N. Magid Associates.  “Our research clearly shows significant differences between the way they parent and the way Boomers did.  Those differences will only increase over time and solidify a new mindset separating Plurals from Millennials.”

Any business seeking to effectively engage kids, tweens and teens as consumers now must understand the Pluralist.  “Our culture has come to accept Millennial behaviors and attitudes as the norm for tweens and teens, but those kids are no longer Millennials, they are Plurals,” said Hartwell.  “As Plurals emerge as the youth in America, it will be vitally important for all facets of society—from schools to media companies to retail companies—to understand this generation.”

Magid Generational Strategies™, which is releasing a summary of their findings and white paper today via the Frank N. Magid Associates, Inc. website (www.magid.com/plurals), was formed on the premise that businesses can become more profitable by taking time to understand the unique consumer behavior of each generation that is formed by a combination of discernible patterns of demographic shifts, societal factors and parenting styles.

About Frank N. Magid Associates, Inc.

Frank N. Magid Associates, Inc. is the leading research-based consulting firm that helps its clients become more profitable by solving problems and helping them take advantage of market opportunities. We are unique because for 55 years we have carefully studied human behavior and how communication affects it. We possess an uncanny understanding of what and how marketing and communication will motivate people to behave in certain ways. We leverage this keen understanding of consumers, our practical operational expertise and network of industry leaders to help clients across industries successfully develop and market products and services. Frank N. Magid Associates serves its’ clients through corporate offices in Minneapolis, New York, Los Angeles, Chicago, Dallas, Atlanta, San Francisco and Marion, Iowa.

Magid Generational Strategies™

Magid Generational Strategies™, founded in 2004,  is a consultancy that assists Fortune 500 companies understand the importance of generational change in America and develop multi-generational strategies to maximize their business units.

Media Contact:  

Robyn McPeters.  949-678-3006.  McPetersco@aol.com

General Information: 

Jack MacKenzie, President Magid Generational Strategies™.  818-263-3301.  Jmackenzie@magid.com

Sharalyn Hartwell, Executive Director Magid Generational Strategies™.  818-263-3323.  shartwell@magid.com

Frank N. Magid Associates, Inc

15260 Ventura Boulevard
Suite 1840
Sherman Oaks, CA  91403

Audi iPad Ad Turns ‘Slide to Unlock’ Into a Long, Curving Racetrack

Last week, we looked at an iPhone ad from Amnesty International that turned the device’s “Slide to Unlock” feature into a symbolic act of political protest. Here’s another ad that toys around with that feature—this one a bit more playful. It’s from Audi and AlmapBBDO in Brazil, and it reimagines “Click to Unlock” as a winding racetrack. For users who play along and circle the track, the ad opens an app for Audi’s iPad magazine. Simple and clever. Via @luckthelady.

Source: Adweek.com

 

 

Heinz, Orange Leaf Campaigns Support U.S. Troops

With Veterans Day (Nov. 11) approaching, cause-marketing campaigns tied in with supporting U.S. troops are beginning to appear.

Two cases in point: New initiatives from Heinz Ketchup and the Orange Leaf Frozen Yogurt dessert chain.

Heinz Ketchup is distributing special 20-ounce bottles in participating restaurants across the U.S. The bottles bear “Our Turn to Serve” messaging and a QR code on their back labels, which when scanned with smartphones, enable consumers to compose thank-you notes to veterans.

Through a Heinz/USO partnership, the USO will send each thank-you note, as a personalized postcard, to a veteran or active military service member.

For each thank-you sent, and each “like” on the Heinz Ketchup’s Facebook page, Heinz will donate 57 cents (up to $200,000 total) to the Wounded Warrior Project (WPP), a national, nonpartisan organization dedicated to enlisting the public’s aid in meeting the needs of injured servicemen and women, and helping them to assist one another.

The brand is also driving awareness and participation through special-edition bottles now in all major grocery chains, which bear “Thank You Veterans” messaging and direct consumers to the Heinz Ketchup Facebook page and WPP’s site.

The campaign also offers consumers the ability to make their own donations directly to WPP, and learn more about how to become involved with veterans’ programs in their local communities.

Together, the H.J. Heinz Company, L.P. and the Heinz Foundation will collectively donate more than $300,000 to the Wounded Warrior Project this year. Heinz has a long history of supporting U.S. soldiers and veterans, according to the company.

Orange Leaf is opening its 111th store on Veteran’s Day, and marking it with a “Thanks a Million!” letter-writing campaign in partnership with AMillionThanks.org.

From Nov. 1 through Nov. 11, all Orange Leaf locations will provide customers with tools to write a brief letter of thanks to active and veteran troops overseas, stateside and at Veterans Affairs hospitals. Participants will receive a variety of special offers for frozen yogurt (varying by store location). In addition, through Thanksgiving, consumers can write electronic letters on Orangeleafyogurt.com.

Orange Leaf and AMillionThanks.org, a nonprofit dedicated solely to sending letters of thanks to troops and veterans, will send the letters after Thanksgiving.

Oklahoma City, Okla.-headquartered Orange Leaf, which offers self-serve, choose-your-own-toppings frozen yogurt desserts, has grown from 15 locations as of April 2010 (when a group led by CEO Reese Travis acquired the business) to 99 franchised locations and 12 corporate affiliate stores in close to 30 states. More than 40 new stores are under construction in the U.S. and Australia.

(Source: Marketing Daily, 11/03/11)

A Billion Dollar Market for Internet Radio in Ten Years

SNL Kagan and Senior Analyst Robin Flynn have produced a 2011 report on the Economics of Internet Music and Radio that’s very comprehensive and insightful. Using existing data points from RAB’s quarterly revenue reports, publicly available financials on Pandora, and research from Triton Digital and Arbitron on audience, SNL Kagan provides an excellent summary of the marketplace and its players, both online only and radio broadcasters.

Digital/online ad revenue will become an increasingly important and larger portion of radio’s revenues. The report pegs annual revenue for 2011 attributable to digital/online, including website, streaming, HD, and other digital sources, at $713 million for 2011. That number will grow to $1.55 billion in 2021 and comprise 7% of radio’s overall revenues.

Internet-only stations will grow revenue at a faster rate — coming from $293 million projected annual revenues in 2011, that number will be $365 million in 2012 but reach $1 billion in 2021. Those projections are based only on ad revenues and do not include revenue from subscription or song download sales.

Pandora’s IPO has provided insight to the business model for an Internet radio station, and it’s a challenging one thanks to the enormous share of revenues that are owed in royalties. SoundExchange takes 45% of Pandora’s revenues and leaves them still losing money after ten years. The report quotes several radio broadcast company CEOs discussing the expense of streaming thanks to those issues as well. But most agree it’s a channel that they can’t afford to ignore.

Internet radio’s audience is growing, and connected devices are expanding the audience and time spent listening. Optimizing cpms for targeted mobile ads is a critical piece for Pandora in overcoming the digital royalty expense. Interestingly, SNL Kagan has projected that Pandora will take 4% of 2011 mobile ad revenues in the US, ranking fifth behind Google, Apple, Yahoo and Twitter.

(Source: SNL Kagan, 10/31/11)

Broadcast Radio Remains Dominant Among In-Car Entertainment Choices

In the face of a rapidly changing in-car landscape, broadcast radio dominates the choices for information and entertainment in the car, according to a new national survey from Arbitron Inc., Edison Research, and Scarborough Research titled The Road Ahead: Media and Entertainment in the Car.

The Road Ahead, conducted in July 2011, looks at consumer usage of sixteen different in-car media and entertainment choices. The study also weighs consumer interest in newly introduced “telematics” features. Telematics technology enables a variety of applications that share data between the vehicle and information and entertainment networks.

The Road Ahead updates a similar study conducted in 2003, to provide a unique look at the changes and challenges in the in-car landscape over the past eight years, combined with a peek into the future of this crucial media space.

Key findings of The Road Ahead: Media and Entertainment in the Car:

• AM/FM radio continues to be the top choice for in-car media and entertainment, with 84 percent of all drivers or passengers reporting use of AM/FM radio in-car — compared to the next highest device, the CD player, at 68 percent.
• When share of time spent while driving is measured, AM/FM radio dominates with nearly two-thirds of all ‘in-car time’ (64 percent). The CD player is in second place at 21 percent; all other devices combined make up 15 percent.
• While various digital options such as satellite radio and connecting one’s iPod to the car system remain rather small, they are growing and very well-loved by those who use them.
• In-car AM/FM radio usage is strongest in the key buying demos it has long targeted, reaching nearly 90 percent of adults age 25 to 54.
• One in four (24 percent) persons age 18 and older have used their iPod/MP3 player to listen to audio in their car; more than half (55 percent) of 18-24s have done so.
• Six percent of persons age 18 and older and one in five persons aged 18 to 24 (19 percent) have listened to Pandora on their cell phone in the car.
• There is a high level of interest in newly developed vehicle telematics. More than 60 percent say they are interested in accident response features, stolen vehicle recovery systems, parked vehicle tampering alerts, and remote car unlocking capability.
• There is also significant consumer interest in several in-car media applications: 41 percent are interested in pause, rewind and replay functionality for radio in-car and 40 percent are interested in built-in wireless Internet for the car.

(Source: Edison Research, 09/15/11)

Nielsen Study: 40% of Subscribers Use Tablets, Smartphones When Watching TV

A significant number of American consumers tap away on their smartphones or tablets while watching TV on a daily basis, according to a new survey by Nielsen.

The research firm’s study, which covered the second quarter of 2011, showed that 42 percent of U.S. tablet owners and 40 percent of smartphone owners use their device simultaneously while watching TV every day. For both groups of users that reported this multitasking, about 60 percent of them said they are checking e-mail during the program and commercials.

The second major category of activity was surfing for unrelated information during the program or commercial break, followed by visiting a social networking sites. Looking up information related to the TV program or ad ranked lower on the list of activities, but 20 percent of smartphone and tablet owners did report searching for product information related to ads they viewed.

The Nielsen survey showed that multitasking is not common among owners of e-reader devices. In this group, only 14 percent reported daily simultaneous usage while watching TV, while 45 percent said they never used their e-readers while in front of the tube.

(Source: Chicago Tribune, 10/13/11)

Advertisers Missing Key Targets In Hispanic Market

Carat USA, the Aegis Group media shop, has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.

The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population — and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.”

Among the major findings: a significant decrease in traditional word-of-mouth influence from friends and family. Just like the rest of the population, Hispanics have been empowered by the digital revolution and are highly engaged with digital and social content (such as online ratings, reviews, and blogs).

Digital information now influences the majority of Hispanic purchasing decisions, the agency research found. Previously, children had greater influence in purchases made by parents, and marketers have sought to tap into that persuasion factor. Today, however, 50% of U.S. Hispanic consumers say they no longer shop with their children, opening up a significant opportunity to market to individuals directly through social media channels, per the report.

Another key finding per the study: Impulse purchases and self-indulgence are rising as a mindset among U.S. Hispanics. Nearly 60% of the Latinos surveyed indicated they no longer wait for things to go on sale before purchasing them. And more than half of the respondents said they now make purchases to keep up with the latest fashions.

The green movement has not passed over Hispanic households; nearly 40% now make purchasing decisions based on whether they believe a product or service is environmentally friendly.

“Our research shows there is an immediate opportunity for marketers to maximize their media value and use their dollars more efficiently and effectively by embracing this tremendous cultural shift,” among Hispanics, the fastest growing population segment in the U.S., stated Doug Ray, president, Carat USA. “Advertisers can now tap into a more current set of passions and motivations, some of which are entirely different from those typically identified with Hispanic shoppers, even as recently as five years ago.”

The study also found there is less focus on acculturation by Hispanics and a growing shift toward “self-actualization.” Nearly 60% of Latinos prefer to “enjoy life” versus feeling a sense that they must place duty ahead of personal goals and fulfillment. Personal passions tend to be more indulged than in the past, when needs of the family were seen as the foremost driver of behavior, per the report.

The study concluded that marketers must embrace social media activities that are designed to be inclusive of Hispanic audiences via a “total market” approach. Given the burgeoning array of Hispanic video programming content, the study recommends increased investment in Spanish-language cable channels. Genres to consider include travel, adventure, celebrity gossip, sensationalist-type content, and dramatic situations.

The study was based on a survey of more than 2,000 Hispanic adults ages 18 and older. The majority of the surveying was done online, with about one-quarter of the respondents interviewed by phone.

(Source: Media Daily News, 10/17/11)

Beck’s Sobriety Test

In Serbia, Beck’s beer has launched a mobile app as an extension of their “When I drink, I don’t drive” campaign. It’s a super simple sobriety test: prove you are sober by inserting a key into a moving keyhole (you need to keep the key in for 25 seconds). If you cannot make it, then the application will automatically call a taxi that will come to pick you up and drive you home.
The application features a GPS service, so the taxi will know exactly where to find you.

The agency is Leo Burnett Belgrade, Serbia.

Source: Adverblog.com

Ad of the Day: Jameson: The Irish whiskey’s founder faces his toughest foe yet: a giant alcoholic hawk

Jameson Irish Whiskey has done it again with another great ad.

After I saw this commercial:

I was intrigued to see what other commercials they would air.  So, when I saw the new Jameson Irish Whiskey as the “Ad of the Day” on adweek.com, I was pleased to see it didn’t disappoint.

John Jameson, the founder of his namesake Irish whiskey, has already proven himself a foolhardy, if courageous, devotee of his drink, willing to brave any danger to ensure not a drop goes to waste.

Lest any doubt remains, this new ad—the third in a consistently entertaining series from TBWA\Chiat\Day mythicizing the brand’s founder—cements the fact that Jameson’s rash actions aren’t some byproduct of senility. In the ad, a younger Jameson and his more-lush hair take on the “Hawk of Achill,” a gluttonous, oversized fowl with an penchant for terrorizing the island’s inhabitants and, worse, snatching Jameson’s whiskey. After stowing away in one of his own barrels, Jameson finds himself carried off to the bird’s nest. He returns, of course, with his beloved liquor and an understandably charmed stonemason’s daughter, another victim of the beast’s thievery. Presuming he’s a virtuous man, this is perhaps the same redhead he kisses farewell during a later adventure (presented in an earlier spot), before jumping off the edge of a ship to rescue another wayward barrel.

Either way, he’s fair, killing the hawk and serving it up—in a stroke of comedic justice—as a feast for townspeople. Alongside, of course, lots of Jameson’s whiskey.

CREDITS:
Client: Jameson Irish Whiskey
Agency: TBWA\Chiat\Day, New York
Chairman/CCO: Mark Figliulo
Creative Director: Alisa Sengel Wixom
Creative Director: Kris Wixom
Associate Creative Director/ Art Director: Kevin Kaminishi
Associate Creative Director/ Copywriter: David Lewis Kennedy
Head of Production: Robert Valdes
Senior Producer: Josh Morse

Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line Producer: Jay Veal
Post Production Producer: Gary Naccarato
Director of Photography: Larry Fong
Production Designer: John Beard
Assistant Director: Mark Taylor
Production Service Company: Bohemian Pictures
Producer: Sherry Baumgart

Editorial: Final Cut NY
President: Stephanie Apt
Editor: Rick Russell
Assistant Editor: Patrick Colman
Producer: Viet-An Nguyen

Telecine: Company 3
Colorist: Tim Masick
Producer: Tara Dowd

Music: Human
Audio Mix: Sound Lounge
Mixer: Phil Loeb
Assistant Mixer: Evan Mangiamele
Assistant Producer: Sasha Awn
Executive Producer: Gloria Pitagorsky

VFX:
Executive Producer: James Razzall
Head Of Production: Laney Gradus
VFX Supervision/Lead Flame: Alexander Thomas
3D Supervision: James Dick
Animation Lead: Seth Gollub

2d- FLAME
Mindy Dubin

2D- Paint and Roto
Sabrina Tenore
Jihyae Ham

Matte Painting:
Callum Mckeveny

Lighting/Technical/FX Team
Diarmid Harrison-Murray
Spencer Lueders
Michael Dunkley
Christina Lum
Irene Kim
John Montefusco
Kelly Chang
Jenny Bichsel
Michi Inoue
Min Cho
Jesse Flores

Tracking & Animation Team
Ben Fox
Tyler Heckman
Rob Dollase
John Vielee
Sash Arvelo

Source: Ad Week

Samsung To Make Olympics ‘Social’ Games

Samsung Electronics wants consumers to feel the shared DNA of the upcoming summer games via a new social media experiment called the U.S. Olympic Genome Project.

The Facebook-powered endeavor is intended to create a community of the like-minded through an immersive experience that shows how individual fans are connected, through their publicly shared data (like their likes, college, hometown, favorite spots and other information), with world-class Olympic athletes.

“The best explanation of it is, it’s a Facebook app that literally builds a ‘family tree’ that shows how connected you are to Olympic athletes,” Ralph Santana, chief marketing officer for Samsung Electronics America, tells Marketing Daily. “It creates connection points you would have not known about.”

The program was from an insight that people want to know more about the Olympics (and be more connected to the athletes) than they currently do (or are), Santana says. The rise of social media even since the 2010 Winter Games will make the London games the “first truly social games,” he says.

“I fully believe everyone will be doing something social. We put a lot of thought into what we could do to leverage the power of social that’s truly differentiated,” Santana says. “People want to be involved with the Olympic movement, but they don’t know how they can do it outside of that specific window [of when the games are occurring]. This is a way to do that.”

Through the app, which will be available through Samsung’s Facebook page in March, fans can find out what they have in common with athletes and share their information with their Facebook networks. In addition, Team USA athletes will be able to use the platform to share information about themselves, their sport and their preparations for the games.

“For athletes, there’s a lot in this,” Santana says. “They’re looking to grow their social graph as well. They’ll discover new fans. As we get into this idea, there will be a community that we creating here, and will let the community to help shape where it’s going.”

Among the things the community will be able to shape the direction of: money. Samsung intends to give a “significant” amount of money to Olympic athletes this year, and they’ll be relying on the community of Genome users to help direct those funds, Santana said. The more consumers interact with the app, by checking in at real-world Olympic or Samsung promotional venues, the more influence they’ll have over the community and its direction. The company, which is an official Olympic sponsor, will also use this community for Olympic-themed promotional efforts as well.

“We’ve got to engage the community once [people] get there,” Santana says. “One of the things we’re going to be doing is sending people to the Olympics, and we’re going to source them from this community.”

Once it’s available in March, Samsung will promote the app via traditional digital advertising, as well as reaching out to influencer groups and social networking agencies to full promote the program, its interactivity and Samsung’s Olympic sponsorship.

Source: Marketing Daily