A family history
Many brands cross generations and benefit from a longevity that allows them to share the daily life of families, over the years and time. But it is also marketing that is part of the generations, targeting them with a well thought-out strategy that is designed to last. This generational strategy has become a challenge for brands that wish to address consumers differently, but also to their loved ones.
Age remains as a benchmark in market segmentation. Marketing strategies are based on targeting, from secondary to core. But generational segmentation allows to approach individuals as reference groups, each of which may have been influenced by movements in society.
This strategic angle, which is still difficult to grasp, represents a new opportunity by covering 3 major practices:
Intragenerational
An intragenerational strategy will focus on one generation, bringing consumers together around common values, practices and influences. These individuals share and perceive society in the same way. We can also talk about a cohort, insofar as belonging to a generation creates a link that guides behavior.
The strategy that concerns this practice is based on the construction of communication and marketing actions guided towards one and the same generation. Each generation has specific needs and expectations from brands and society. We can mention, for example, the Digital Natives, who are digitally savvy and live in the moment. In this case, the strategy to build would be multi-media and effective in its message.
There are many generations, all different from each other, so it is important to take into account the behaviors and attitudes that characterize them.
Com' des Enfants was able to implement this strategy for Pizza Paï. Through placemats and activity booklets, aimed at children, the objective was to reaffirm the identity of the restaurant chain. With a young and prescriptive target, the restaurant experience has become an entertaining moment thanks to characters, activities and games.
Intergenerational
In a completely different register, the intergenerational strategy is based on two distinct generations that will benefit from the same product and the same communication. For this to be effective, it is necessary to rely on complementary, shared values. It is common to address family tandems such as parents and their children. This practice makes it possible to rely on existing social and emotional ties but also to reinforce them by giving an emotional dimension to marketing activities and their messages.
After bringing together two generations in theaters, Trolls wanted to perpetuate the memory of this family moment through an event long after the film was released. In order to revive this strong experience, we were able to work on a strategy based on influence and a contest with two audiences: parents and children. An event that brought together influencers and parents / children, winners of the contest.
The transgenerational
Not far from intergenerational is transgenerational. Although they seem similar, certain notions allow us to distinguish them. Transgenerational marketing aims to cross generations by addressing much more diverse targets. This strategy is not based on strong emotional ties, without neglecting them. But on the construction of the latter. The objective is to gather around a unique product or a differentiated range, individuals with common practices and beliefs. The strategy is not designed to be adapted to different audiences but, on the contrary, to create a link around a single message.
Here, we can take as an example Nivéa, which has built its communication around its famous blue jar while integrating this notion of transmission. From a grandmother to a newborn, the brand positions itself as being plural and family oriented.
In other words, a person's age is no longer just a criterion for building a strategy. Trends are now governed by the movement of consumer habits, but also by the expectations of each individual.
