Marketing from Millennials to Baby Boomers @ Sony/Columbia Records (Members Only Conference)

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Millennials and Baby Boomers are two target groups with strong spending power and influence that are highly coveted by marketers. Millennials are early adopters of technology and heavy users of online, social, and mobile media. Millennials also tend to have shorter attention spans and are in control of the content and marketing messages they receive. On the other hand, Baby Boomers are also a very important audience to reach. According to CNBC.com, Baby Boomers have 2 ½ times the discretionary spending power of the coveted 18-34 age group and their spending is growing at a pace that is leaving younger generations far behind.

Discover how top marketers have launched successful marketing programs that appeal to Millennials and Baby Boomers using multiple platforms.

Agenda

8:15am	Breakfast
9:00am	General Session MACY'S STAGES WINTER BEACH PARTY TO WOO MILLENNIALS To build a connection with millennials-a powerful next generation of customers-and highlight Macy's fashion brands across categories and price; Macy's worked with MARC USA to stage a winter spring break promotion targeting 10 college campuses, mid-winter, in Chicago. The pilot program was designed to attract college students to shop at Macy's for all their spring break essentials. Communications ranged from pop-up beach parties on campuses to place-based media where students see it most - (e.g. pizza boxes) to an interactive social microsite. Find out more about this one-of-a-kind event that delivered results and developed a new bond with Macy's future shoppers. Robin Reibel Group Vice President, Media Relations/Cause Marketing/Tourism Marketing and Development Macy's Jean McLaren Executive Vice President, Chief Marketing Officer MARC USA ______________________________________ SONY/COLUMBIA RECORDS STRIKES A CHORD ACROSS GENERATIONS Sony/ Columbia Records represents music from many genres with a roster that includes top artists such as Beyonce, Foster the People, Tony Bennett, and Big Time Rush. As each musician appeals to different generations, it is critical for Sony/Columbia Records to target their marketing effectively and be authentic and relevant to the right audience. In this session, Sony/Columbia Records will provide insight on how they reach multiple target groups through social media, partnership marketing, and celebrity talent. Elliot Lum Vice President, Strategic Marketing SONY/Columbia Records ______________________________________ NEW STUDY DEFINES EIGHT UNIQUE MOM SEGMENTS ACROSS MULTIPLE GENERATIONS The role of moms within the family equation has changed over the generations. Findings from a recent study about the "Modern Family" reveal eight unique mom segments and specific generational differences exist-generation Y moms are very connected to social networks, approximately 79% network regularly. Yet, many still feel isolated. The modern mom isolation mirrors the way that many moms felt in the 1950's. Learn more about how to market to different segments of moms including some unifying themes that exist across all mom types. Melissa Lavigne-Delville Vice President, Trends and Strategic Insights NBCUniversal Integrated Media ______________________________________
12:00pm	Lunch ______________________________________
1:00pm	General Session cont. TIFFANY & CO. SHARES "WHAT MAKES LOVE TRUE" IN NEW YORK CITY Founded in 1837 in New York City, Tiffany & Co. has a rich heritage filled with celebrating events, artists, and milestones that live on today in legendary style. The Tiffany & Co. brand also has a strong connection to love and marriage proposals as many people aspire to receive an engagement ring in a Tiffany Blue Box. Tiffany & Co. leveraged their brand connections to love, marriage, and their New York City legacy through their recent "What Makes Love True" digital marketing program which provides Tiffany's unique guide to matters of the heart. Find out how Tiffany & Co leveraged the "What Makes Love True" campaign to make an emotional connection among consumers of all generations and how they collaborated with Sony/Columbia Records on music for this effort. Adina Kagan Vice President, Global Marketing Tiffany & Co. ______________________________________ MIKE AND IKE® AND HOT TAMALES® TARGET MILLENNIAL CONSUMERS WITH MOBILE MARKETING Candy maker Just Born Inc. ran a promotion that incorporated mobile bar codes into their popular Mike and Ike and Hot Tamales sweets. The promotion allowed consumers to enter for a chance to win music, candy, and gear with an instant win option or a random drawing at the end of the promotion. Just Born also tapped into their social media presence to drive awareness of the campaign. Find out how Just Born was able to connect with their core demographic--teens and young adults--by combining their love of music, candy, and mobile applications to create immediate interest and a successful promotion. Donald Houston Senior Brand Marketing Manager Just Born, Inc. ______________________________________
3:00pm	Adjournment