Focus on generational strategy

METAVERSE: A MARKETING OPPORTUNITY?
9 March 2022
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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 by following a well thought-out strategy designed to be long-lasting.

This strategy has become a challenge for brands that wish to address consumers differently, but also to their loved ones.

Age remains a reference criterion in market segmentation. Marketing strategies are based on targeting, from secondary to core. But generational segmentation allows us to approach individuals as reference groups who have each 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

We often think, wrongly, that licenses come to life mainly through children’s merchandise and toys. However, this is a small part of the market compared to the textile or health and beauty sectors, which are mainly involved in licensing.

An intragenerational strategy will focus on a generation, bringing together consumers around common values, practices and influences. These individuals share and perceive society in the same way. We can also speak of 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, such as 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, which is why 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 books, aimed at children, the objective was to reaffirm the identity of the restaurant chain. With a young and prescriptive target audience, the restaurant experience has become an entertaining moment thanks to characters, activities and games.

INTERGENERATIONAL

These exclusive partnerships often take the form of exclusivity or long-term partnerships in the video game universe. For example, Fortnite x Marvel or recently Ubisoft’s Rabbids have partnered with the Sandbox, a metaverse platform that allows users to create their own games and experiences using NFTs, which are similar to a cryptocurrency.

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 strengthen them by giving an emotional dimension to marketing activities and their messages.

After having brought together two generations in the movie theaters, Trolls wanted to perpetuate the memory of this family moment through an event long after the movie was released. In order to revive this powerful 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.

TRANSGENERATIONAL

There is no doubt that collaborations with licenses are a marketing issue for many brands in all worlds. The trend has accelerated even more to seduce the younger generations with the arrival of the metaverse, which gives brands a wide range of possibilities in terms of creation, but also opens the way for them to carry out awareness-raising actions and thus improve their image with this ultra-committed target.

Not far from intergenerational, we find transgenerational. If they seem similar, some notions allow to distinguish them.

Transgenerational marketing aims to cross generations by addressing a much more diverse target group. 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 familial.

In other words, a person’s age is no longer just a criterion when building a strategy. Trends are now governed by the movement of consumer habits, but also by the expectations of each individual.

EACH GENERATION CARRIES VALUES AND MEANINGS THAT DETERMINE THE MARKETING CHALLENGES OF TOMORROW.

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