What You Need to Know about Marketing to Millennials, from a Millennial
For all of the speaking he does, Jason Dorsey, CEO of the Center for Generational Kinetics, only commits to working on one Sunday throughout the year. He, like most family folk, prefers to spend his weekends at home with his wife and daughter rather than on the road. So why then, of all the conferences he could’ve chosen to speak at over the course of the year, did he pick Nationwide’s PrimeTime event here in Nashville, which brings together a bunch of independent dealers and retailers?
To understand the answer to that question is to understand Dorsey’s past and how close to home the audience and the struggles they go through on a daily basis to remain in business hits home. Dorsey, who grey up in a rural town in Texas, was raised by a mom and dad who were the definition of mom-and-pop store owners. And, rather recently, Dorsey got to witness firsthand the destruction of their family-owned business at the hands of a larger competitor who came into town and completely upended things.
“I literally watched as item after item was auctioned off right out from under them,” Dorsey told the gathered Nationwide Marketing Group membership during a keynote on Sunday night. “I know how important your businesses are to you and your community, and I promised myself that, as long as I could make a difference, I’d do everything in my power to make sure what happened to my parents doesn’t happen to you or anyone like you.”