Staking Out the Stats

NEW YORK – Credit unions looking to connect with Generation Y may need to re-evaluate their marketing approach. According to a recent survey by marketing firm Jack Morton Worldwide, marketers won’t have much success in getting their message across to this group through traditional mass media. The survey suggests developing “experiential marketing” where marketers find ways to create events for more face-to-face time, weaving products and brands into lifestyle activities that today’s young consumers value and welcome. Here is a look at other survey findings: * 70% of 13- to 23-year olds surveyed say experiential marketing is extremely or very influential on their opinion of a product or brand. * 65% of 13- to 23-year olds surveyed say that participating in an event would cause them to act more quickly to purchase a product. * 76% of this demographic say that participating in an event would make them more receptive to the brand or product’s advertising. * 74% of 13- to 23-year olds say participating in a live marketing experience is something they would tell others about-generating valuable buzz marketing which this group responds to.