June 27, 2016

Understanding and Reaching the Yuccie

Yuccie is the 20-something former accountant who left the corporate world to open a cupcake food truck. It’s the guy with the MBA who got out of pharmaceutical marketing to create an organic breakfast bar company out of his apartment in a gentrified Brooklyn neighborhood. We have all heard these stories, but WHO are they and what makes them tick? Who really is a Yuccie?

Photo Credit: LinkedIn - David Infante

Photo Credit: LinkedIn – David Infante

A Yuccie is an archetype, or another one of the hundreds of ways to classify millennials, the largest emerging generation. The term was created by a Yuccie himself, David Infante, in a 2015 Mashable post titled, “The hipster is dead, and you might not like who comes next.” Infante refers to Yuccies as “Young Urban Creatives,” who find the term millennial too broad and the term hipster offensive. Yuccies can be thought of as the hybrid child of yuppies and hipsters:  Ambitious and creative.

If you are marketing towards the Yuccies of this world, it is important to understand their characteristics, but more importantly, their values and beliefs.

  • Yuccies believe, “We deserve to pursue our dreams; we should profit from them.” They have seen the rise of the Internet and all things tech. Yuccies have grown up in a world where the most abstract ideas and dreams have actually happened and come true. They  see their big idea as being next.
  • Yuccies value money, but equally value creativity. Infante says Yuccies are, “determined to define themselves not by wealth (or the rejection of it), but by the relationship between wealth and their own creativity. Yuccies don’t want to execute other people’s ideas. They want to be paid for their own.”
  • They will give up a traditional career path in favor of a path that is more fulfilling and potentially riskier. Yuccies value companies with a sense of purpose (i.e. TOMS, KIND Snacks, Rareform, Warby Parker). According to a survey by Deloitte, 6 of 10 millennials feel “a ‘sense of purpose,’ is part of the reason they chose to work for their current employers.” They are looking for validation.Yuccie Internet
  • Yuccies have an interesting relationship with the Internet. They saw it mature into this wildly successful technology with new and exciting opportunities. In a way, Yuccies see themselves as the Internet. They see this as their time to turn their abstract ideas into something big.
  • Most of all, Yuccies seek validation and status.

For an all-encompassing list of things Yuccies love, see this Buzzfeed article.

Now that you know the Yuccie, you might be wondering, “How do I market to them? Should I market to them?” The following are some ways to successfully reach Yuccies.

  • You need to tell a Yuccie why they should purchase from your company over another. A Yuccie needs to understand who your company is and your mission. If Yuccies are willing to choose employment options based on companies with a sense of purpose, they are likely to do the same with their purchasing decisions.
  • Validate their intellect. Infante explains, “We identify by priceand taste level: $80 sweatpants, $16 six-packs of craft beer, trips to Charleston, Austin and Portland. How much it costs (high or low) is immaterial if the material bought validates our intellect.” Basically, your brand needs to communicate characteristics that these Yuccies want to embody. This could be status, creativity, quality, intellect, purpose, and more.
  • Reach them where they already are, and that is Yuccie Coffee ShopInstagram. Consider creating an Instagram influencer program or using digital advertising. Also, consider creating partnerships with the businesses Yuccies love most like the small coffee shops with handcrafted brews or the spas featuring all-organic products.

The millennial audience is filled with a variety of archetypes of people and the better you understand them, the better you can market to them. The Yuccie is just the tip of the iceberg when it comes to understanding the millennial audience as a whole. Which millennial audiences are you targeting?

Plaid Swan 120

– Maggie Weldin │ New Media Strategist

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May 26, 2016

Who are HENRY’s and why should I care?

All marketers have heard of Millennials, Baby Boomers, DINK’s, and YUPPIE’s, but there’s a demographic that most brands are missing.  HENRY’s.  The ‘High-Earners-Not-Rich-Yet’ demographic that all marketers need to keep on their radar in today’s ever changing economy.

HENRY’s are stuck between the middle class, with incomes of $50,000 and $99,900, and the ultra-affluent, with incomes starting at $250,000.  HENRY’s incomes are in the top 20% of US households, which in today’s economy starts a little above $100,000.  Out of 123 million households in the US, the HENRY’s make up about 25 million of them.  Most are middle age between 35 and 54 and they’re highly educated with having spent at least 10-15 years climbing the corporate ladder.

HENRY’s are the most important new consumer segment in today’s post-recession economy and the key to marketing success. There are 8 HENRY households for every one ultra-affluent, which means there’s great potential for growth for brands.  They’re a demographic that marketers need to understand.

One point to note is that most HENRY’s are living from paycheck to paycheck.  According to a recent survey by LendingTree, 44% of Millennials earning $100,000 to $149,000 live paycheck to paycheck.  They give into buying urges and think they have to maintain a certain lifestyle. It’s a status symbol to them. Many HENRY’s are still paying off student loan debt, mortgages, car loans, however continue to purchase luxury items.

In the next 10 years, Millennials will account for a large portion of HENRY’s as they are willing to trade off earning extreme high levels of income to allow for more family time and to pursue their personal interests.   They are content to maintain the HENRY level of income and not reach the top 2-3 percent of the ultra-affluent. This is important for all brands, but most importantly, luxury brands.

Luxury brands typically focus their marketing and appeal to the ultra-affluent, however by focusing on the up and coming HENRY’s, marketers will have an edge over the competition. Brands are starting to notice that the HENRY’s aren’t just for spin off or extension brands.  They are an attractive market segment, and brands must develop relationships with this demographic today to continue learning about them as they mature.

According to Pamela Danziger, author of ‘What Do HENRY’s Want?’, “HENRY’s are the next mass-market for brands both up and down the pricing spectrum.  The fact that the middle-class has lost so much spending power, the importance of HENRY’s to mass brands is growing by leaps and bounds.”

To target the HENRYs, brands should focus on justifying the price tag.  Companies should use a value-based marketing approach that showcase the quality or superior materials of products.  They are generally practical and want to spend their money on useful items.  According to Danziger, “That’s why they spend so much on technology. The HENRY’s are willing to make sacrifices in one area to achieve a wealthy lifestyle.”

Marketers need to differentiate HOW their brand stands out from the competition. HENRY’s are not going to follow their parents’ loyalties when it comes to their lifestyles or brands. They will want their own.  Marketers need determine now how to be ready for this rapidly growing demographic and be specific in their marketing efforts to best connect with this new consumer.

 

-Brittani Vanderweerd | Public Relations Specialist

May 12, 2016

Marketing to Baby Boomers

Millennials. Research, blogs, and articles are never ending about this age group. I don’t think I can go 1 day without seeing or hearing the word Millennial.  They’re on the forefront of almost all marketers minds.  Yes, this is a large segment we want to capture and engage, but I think some companies are missing the boat.  A large boat with over 75 million customers.

There are over 75 million people between 51 and 69, known as the Baby Boomers, in the US.  The positive- they make up about 70% of the nation’s disposable income. The negative-most companies are failing to reach them.  In a recent survey from Influent50, half of Baby Boomers said that companies are using inaccurate stereotypes in advertising about people their age and a whopping 83 percent of them said that brands are making some kind of mistake when trying to appeal to their age group.  Ouch! As marketers, this is a huge red flag.

Baby Boomers are now redefining and reinventing life after 50.  I hate to admit it, but yes, I am a millennial and my parents are part of the Baby Boomer category.   I swear they have more active and social lives than I do!    They’re also the ones I reach out to when I need a down payment for a house or get in immediate financial trouble. (Thanks for the “loans”, dad.)  However, it’s not just my parents.  Over half of Boomers support their adult children financially at some point in their lives.  They have the discretionary incomes to be able to do this, in addition, they’re also set to inherit 15 trillion dollars.

Baby Boomers are spending money on product and services that are helping them build a meaningful and enjoyable life. They’re not sitting on their porch in the rocking chair.  Remember the movie The Bucket List with Jack Nicholson and Morgan Freeman? This is how Baby Boomers are choosing to live the second part of their life and as marketers, we need to change our stereotypes surrounding this generation. Many are switching professions to consulting and teaching where they can use their experiences to help others or becoming entrepreneurs. They don’t want to be reminded of their age, but their accomplishments and their future.

It’s vital to know what’s important to this group, as well as how to reach them.  The Baby Boomer generation are used to having one-on-one interaction. 79% of them consider customer service and not just price when making a purchase decision. Integrating a live chat feature on your website and encouraging them to ask questions through Facebook is important to gain their attention and keep their dollars coming back.  No longer are the days where they don’t know how to use computers or technology.  More than 75 percent of those ages 51-69 are on social media and 50 percent are online at least 15 hours a week.  They’re active on Facebook, Pinterest, as well as LinkedIn.  We also know that about 6 in 10 read blogs and articles and close to 7 in 10 watch online videos. Each of these need to be an important part of your integrated marketing campaign to reach this generation.

Baby Boomers are a force in spending in the US and they shouldn’t be ignored. If you haven’t considered them as part of your target market, you’re missing a huge opportunity for the success of your business.  How is your company reaching this generation?

By Brittani Vanderweerd | Public Relations Specialist

March 31, 2016

5 Ways to Research Potential Employers

It’s Not Just Employers Doing the Research.

Working at Plaid Swan has easily been one of my favorite experiences of my career thus far. Since November, I’ve been surrounded by wonderful co-workers, learning more than I could have imagined, and performing as part of a powerful team. Nevertheless, as my graduation sneaks closer and closer, I am continuing my search for work closer to my immediate family in the Southeast part of the country and research has never been more important.

Within the last few months, I have learned that it’s not just employers doing research on applicants. Especially when applying from a distance, it’s really important that applicants research potential employers. Let me tell you, this was a lesson learned the hard way through a run in with an agency that had some very strong ties and was a front to a not-so-great organization which I won’t disclose (shout out to you, Tom Cruz and John Travolta). My hope is that through my experience, others can learn to thoroughly research employers to make sure employment would be a good fit.

Here are 5 ways to research a potential employer:

  1. Pay close attention to the steps of the hiring process.
    Are they interviewing you for a job you are truly qualified for? Are they asking relevant questions? If the answer is no to either, the employer may have ulterior motives. This was where I certainly realized the potential employer was not right for me. I had suspicions, so when the employer had me complete a personality test, I copied and pasted one of the questions into Google. It turned out that the test was the exact same used to recruit for the particular organization the employer was a front for. Cue the spine tingling chills. Red flag overload!!!!
  2. Find out their exact location.
    Google the address on their website and see where they are located. Use Google street view to check out the front of the facility and neighborhood. Check to see if images found on their website or Google+ page match what you see in Google Maps street view. This might sound super creepy, but you cannot be too safe. The agency who I was interviewing with uploaded a photo to their Google+ page and website that did not match the address listed on their website or the street view in Google Maps. I tend to try to see the best in people, so I figured there was possibility they had moved and didn’t change the photo. Second red flag.
  3. Break out your web-stalking skills. Research the founder(s) and your interviewer(s).
    Google is your friend. Naturally, you’ll research the company you are applying for, but it is also important to gain a deeper understanding of the people you’d be working with. Research the founder and your interviewer to see what kind of work they have done in the past and see if they appear in the “News” section of google. Use LinkedIn to see if they have recommendations and what their previous work experience includes. Learn more about the people whom the founder/interviewer have long-standing relationships with. I’m talking going full on private investigator on potential employers. When I was going through phone interviews, I could not find any results for my interviewer on any social media or Google. First red flag. Later on, Google searches revealed the founder’s deep ties to the previously mentioned organization.
  4. Pay close attention to any phone or in-person interviews.
    Does the interviewer call or see you on time? Does the phone number match the office number or at least have the same area code of the office? It is important that the employer is legit and that they respect and value your time. In my experience, the interviewer’s number did not match the office location, the interviewer called late two separate times, and the call was dropped while my interviewer used an elevator. Third red flag.  And why was the interviewing using an elevator during an interview?
  5. Follow your intuition.
    The reason I researched this employer so thoroughly is because my intuition told me to. The first phone interview did not feel right, the second one plain creeped me out, and my research saved me from going for an in-person interview at an office that did not appear to exist with people trying to recruit me to an organization for which I am not interested. I kindly told the interviewer I was no longer interested in the position, and watched my opportunity to greet Tom Cruise in the hallway slip away. If it doesn’t feel right in your gut, try to figure out why and trust yourself.

 

Overall, most potential employers are honestly trying to find great talent. However, when it does not seem right, use the tools you have to research until you figure out why. Serious situations like mine aren’t common, but thorough research can help you identify employers with whom you would work well within. Its time consuming, but research is never a bad decision. And no, I will not be joining the company of Tom Cruise and John Travolta anytime soon.

-Maggie Weldin, Marketing and PR Coordinator

 

P.S. Plaid Swan is hiring! And no, we are not recruiting for any sketchy organizations, but we do deckedited1have an awesome outdoor deck and a Potosi Brewery stocked fridge. We are currently hiring:

  • Senior level graphic designer or conceptor
  • Experienced media planning/buyer

To learn more, contact betsy@plaidswan.com .

March 25, 2016

The Price of Admission

At my core, I am most certainly a marketing strategist. It is my passion. It is what makes me tick. However as a business owner, I must also be developing new clients all the time if we want to grow. You can hire great sales people, but if the principals of a business cannot manage relationships and bring in new accounts, the business will likely struggle in the long term.

Late in 2015, I started to think about what our firm could do differently in the New Year. We are on track to have a banner year, so I decided to try and “peak on a peak.”

I started watching how other industries sell to me. I thought I may learn some valuable lessons. And I did. What I came to realize is that I am often giving my time (which I consider VERY valuable) away for free or even PAYING someone to sell to me. I lose an hour of my day with each meeting.

My first point of contention was my hair dresser. I spend 90 minutes a month in her chair and spend about $100.00 with each visit. I also noticed I am literally paying to sit through an infomercial of her products. STOP! I am paying for this time!

I have a good relationship with this woman who practices magic on me each month so I was nice, but upfront. ”Karen, I am paying for this time and you have never heard about my business. And rather than getting sold products, I would like to talk about who comes here for services.” She was great about it. I have since received leads and landed several new projects and in return, I have sent her two of my friends to become customers of her salon.

So, beginning in 2016, I have started to require this trade. Yes, I will see you about leasing a new copier should we need one, but will require you bring me a lead. Who do you currently work with that may be in use of my company’s services? You want me to consider changing my office cleaning service? Sure. But prepare to share a client contact with me before you roll out that price sheet.

How is it going?  Since November, it has generated a strong lead about 30% of the time, but has been to my benefit 100% of the time. There have been two reactions. “Sure, Betsy. I will give it some thought and come prepared to share.” Or, “What do you mean? We don’t work that way. We just want to be a benefit and share our product with your company.” A lead is the price of admission. Those don’t want to share don’t get a meeting. In these cases, I save an hour or more of my time, and that works for me too.

Those that do provide a tip have most likely turned in to people I plan to meet with again this year. I am much more interested in what they have to say and what they are selling. These are business cards I keep.

Certainly, there are exceptions. You really cannot do this with the vendor- partners you need to service your clients. However, the people that want me to sell me services such as insurance, printers or office supplies etc. come prepared! You now have to pay to play. Everybody wins and no one feels like they just lost an hour of their day.

We are all focused on the same goal. Let’s help each other have a great 2016!

-Betsy McCloskey, Partner/Principal

March 10, 2016

4 Marketing Strategies That Advanced Airbnb Growth

Airbnb is one of the quickest growing companies in the world. Created to serve a need of those renting Growthspaces day to day, Airbnb has completely shaken up the hotel industry. Founded in 2008, the company’s number of users has absolutely skyrocketed. Here are 4 ways Airbnb has grown via marketing.

 

  1. Creative Design

When Airbnb was just getting started, they needed some start-up capital to establish themselves. The two founders, Brian Chesky and Joe Gebbia, were designers by trade with a knack for unique and laugh-worthy design. In 2008, Brian and Joe created Obama and McCain cereal boxes, which they sold at convention parties in the fall and made around $30,000 dollars. These boxes had nothing to do with Airbnb, but they were creative and unique and demonstrated Brian and Joe’s pure hustle.Cereal

 

  1. Craigslist Integration

When Airbnb was created, it clearly distinguished itself from other platforms by beingCraigslist personal and less fraud filled. Airbnb knew these strengths, but also realized that Craigslist had an advantage they did not:  A gigantic user base. Through complex web engineering, Airbnb somehow created a way for Craigslist customers to post their same listing on Airbnb and vice versa. This introduced a completely new audience to Airbnb who stayed because of the obvious advantages. Airbnb was more modern, personable, and less sketchy feeling than Craigslist. Craigslist integration is possibly the number one reason for Airbnb’s quick and explosive growth.

 

  1. Professional PhotographyPhotography

Like any good company, Airbnb constantly evaluates what is working for them,
and what is not. Airbnb noticed a lag in New York City revenue. After hands on research, the company realized it was because of the low quality photos being used that mirrored those usually found on Craigslist. Airbnb introduced a photographer program that gave listers the option to automatically schedule an appointment with a professional photographer. The result was listings that were two and a half times more likely to be booked and lots more revenue. Airbnb now employs thousands of freelance photographers.

 

  1. Content Marketingtumblr_nigxpoIQJm1tt0vqno1_1280

If there is one strategy that Airbnb uses which other brands should pay attention to, its content marketing. Airbnb creates fluid branded content pretty much everywhere. In 2014, Airbnb created a 128-page magazine called Pineapple, which featured stories and experiences of Airbnb users. Another piece of content, Airbnb Neighborhoods, features neighborhoods across the world and details places to see and highlights of each. Airbnb also created a short film made entirely from Vines, which demonstrated a story of travel and adventure across the world. The company also created economic impact reports showing the benefits Airbnb has on local economies. The amount of branded content that Airbnb pushes out is huge and users love it.

 

Check out Positive Health Wellness’s article on “8 Reasons Why Traveling Is Good for Your Health”

August 26, 2015

Fundamentals of Theme Development and Design

A key part of that is that you fully understand not only what reverse logistics involves and how it can help you, but what its history is. With that said, we have assembled and written the Ultimate Guide to Transportation Reverse logistics as we have finalized our new technology product for Transportation Reverse Logistics. You can download a copy of the industry leading white paper by filling out the form to the right and below.

 

Here at Cerasis, we think it’s important that our clients and customers understand that transportation reverse logistics (or reverse logistics in general for that matter) is much more than just a flashy buzzword. It’s an integral part of helping your company thrive in today’s competitive business world.

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