Master Class Gen Y Gold Mine
By Jim Pearse, Ultimate Electronics
"Do you like music? I do, and if you're anything like me, you like the bass. Yes, the deep down, funky boom-boom emanating from a fine car stereo… Boom, wicky-wicky. Boom-boom. Wicky-wicky. Boom…. But to round things out, I'd like to add a touch of shicky shaw shaw…." If you'd risk sinking dollars into a radio campaign using this copy, read on.
Figuring out alternative mediums for reaching today's largest influential buying segment, Generation Y, is causing marketers to scramble back to the drawing board. Gen Y captures anyone born from 1975 to 1981, though some research studies also include this group through 1991. Therefore, depending on how you look at this growing segment of 10- to 26-year-olds, the numbers vary from 30 million to 80 million-plus. Either way, this consumer group is about three times the size of Generation X, and rivals the size of the 72 million Baby Boomers. In short, they are the focus of marketers in leading businesses around the world.