. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Generational MarketingStrategies & Tactics for Engaging Different Generations

Jonathan Fitzgarrald

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

@JRFITZ

GARRALD

@HEATHER_M

ORSE

Who Am I?

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Generations Timeline

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Not retiring

Entitlement

Live for today; don’t have to worry about tomorrow

Individualistic

Characteristic Behavior

“Eat what you kill” mentality Not client-team oriented No sharing of origination

Short-term mentality Little-to-no planning

All attorneys treated the same Lock step pay and promotion Resentment between service partners and rainmakers

Hoarding business they should be passing down

@JRFITZ

GARRALD

@HEATHER_M

ORSE

Boomers: What Makes Them Tick?

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Peer-focused

Tolerance for risk

Self-reliant

Independent

Characteristic Behavior

Entrepreneurial Do it themselves Do not ask for assistance

Not necessarily concerned with making partner Prefer candor and honesty

Ambitious and willing to try new/different things

Collaborative (group pitches, client teams, shared originations)

@JRFITZ

GARRALD

@HEATHER_M

ORSE

GEN X: What Makes Them Tick?

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Boomer Backlog – AmLaw 100

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3 14 88 899

6410

12720

17337

32576

17541

0

5000

10000

15000

20000

25000

30000

35000

20's 40's 50's 60's 70's 80's 90's 00's 10's

Total

Total

ALM Legal Intelligence

Lawyer Demographics – AmLaw 200

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

0

5

10

15

20

25

30

35

40

45

50

AmLaw 100 Fortune 100 CEO Fortune 100 GC Nasdaq CEO Nasdaq GC

Silent

Leading-Edge Boomer

Trailing-Edge Boomer

GenX

AmLaw 100 v. CEO v. GC

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Ernst & Young Generations Survey

In the Workplace

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

BOOMERS GEN X

How they process information

• Prefer face-time• Phone• Structured networking

• Prefer email, voice mail, some social

Purchasing influencers • Ratings and reviews • Personal referrals• Peer recommendations

Tailor your message by • Testimonials• Link messages to visions,

mission, values

• Direct, casual messages• Utilize multiple platforms

Delivery devices • Smart phones• Tablets

• Smart phones• Tablets• Short videos

Preferences

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SILENT

BOOMER

• Seniority

• “Experience”• Give them opportunities to lead• Rankings matter

GEN X

MILLENNIALS

• Merit vs. seniority• Don’t defer technology• Be flexible in scheduling• Emphasize results over process

• Contribution

Reward, Recognize, Engage

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

• Generations defined not by age but by markers

• Know your firm’s attorneys

• Know your firm’s clients

• Multi-platform communication is key

• Prepare for the change

Key Takeaways

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

• Engaging a Multi-Generational Workforce: Practical Advice for Government Managers, IBM Center for the Business of Government, 2011

• Generational Marketing, Jeanniey Mullen, Founder, YellowBean LLC, former-CMO, Zinio – LMA-LA Continuing Marketing Education Conference, September 2013.

• Generations at Work: A War of Talents, Steelcase Knowledge Paper, January 2009

• I Would Die 4 U: Why Prince Became an Icon, Touré

• Rocking the Ages: The Yankelovich Report on Generational Marketing, Ann S. Clurman, J. Walker Smith

• Talking About Whose Generation? Why Western generational models can’t account for a global workforce, Deloitte

• The O'Shea Report: Generations at Work- The difference between Baby Boomers and Gen Y (Youtube video)

• Younger managers rise in the ranks, Members of each generation: perceived characteristics, Ernst & Young, 2013

Resources/References

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Q&A

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Jonathan R. FitzgarraldManaging PartnerEquinox Strategy PartnersJFitzgarrald@EquinoxStrategy.com

@JRFitzgarraldBlog:BADfortheBRAND.com