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Consumer Insights

Get on the millennial bucket list without Harry or Hans

June 14 2016 / Sierra Soleimani

Let’s face it: There’s undeniable appeal in flying a broom in a Quidditch match and knocking back a cold Butterbeer. And there’s no doubt many of us would endure long lines to experience Hans Solo-type g-forces while we pilot the Millennium Falcon through space and battle a swarm of TIE fighters. These are the types […]

Consumer Insights

Millennials + YouTube: rethinking the definition of “advertising”

June 7 2016 / Kacha Azema

Content on YouTube: funny cat videos, SNL clips, crazy humans doing OMG stunts. Advertising on YouTube: annoying pre-roll ads we can’t wait to skip.Or, if you’re a millennial, sometimes content and advertising are the same thing. YouTube is certainly killing it with millennials as an entertainment channel, reaching more 18- to 34-year-olds than any cable […]

Branding

The celebrity spokesperson is dead…or is it?

May 31 2016 / Sierra Soleimani

If you believe what you hear, the celebrity spokesperson is dead. Talk is rampant in blogs and at conferences that the savvy millennial consumer doesn’t respond to paid endorsement. They say that customers want to hear from other customers, that UGC is the silver bullet. And while peer-to-peer marketing is certainly effective, the days of […]

Consumer Insights

Tesla’s Model 3 – A millennial game changer

May 23 2016 / Drew Patrick

On March 31st, Tesla CEO Elon Musk unveiled the Model 3, and in an instant, he changed the world as we know it. That night, he transformed the automotive industry, disrupted the traditional sales experience, and challenged perceptions about the millennial consumer. It was a pretty good day for the first affordable, 200-mile electric car. […]

Branding

Creating magical moments at every consumer touchpoint

May 17 2016 / Shawn McConnell

Let’s say you’ve got a billion-dollar brand that produces magic at every turn. Your innovative approach is second to none, and people of all ages tremble with excitement at the mere mention of your name. But somehow you’re not seeing the kind of results you want to see. Maybe there aren’t enough products flying off […]

Branding

Nothing compares 2 Prince – in music or marketing

May 3 2016 / Sierra Soleimani

Last Thursday, while at lunch, my phone blew up. Texts and emails and media alerts all pinged at the same time as a friend and colleague rested his hand on my shoulder. That was the moment I found out that my idol was gone and the world had lost an amazing creative soul. Everyone who […]

Branding

Yik Yak holds potential for the right marketers

April 26 2016 / Kacha Azema

When Lewis & Clark ventured into the American west, the leaders of their day believed they would find opportunity in a wild and untamed continent. Today, marketers are exploring a different kind of uncharted territory, looking to apps like Yik Yak for the opportunity to connect with the millennial audience. The brave among us may […]

Consumer Insights

Millennials' Buying Behavior

April 14 2016 / Sierra Soleimani

Millennials, or young adults ages 18 to 34, have been (not-so-kindly) dubbed the “Enigma Generation” by older generations mystified by their behavior. This is especially true when it comes to buying behavior, so we’re tackling the topic with some facts on where, how, and why millennials shop. All in all, the infographic below reveals a […]

Consumer Insights

Connecting with millennials through nostalgia

April 5 2016 / Shawn McConnell

This shouldn’t come as a surprise, but the 1980s are back. Full House, Ghostbusters, My Little Pony—it’s like we’re all on a collective trip down memory lane. We pine for a time that was happier, brighter, simpler, better. And for the late Gen X and early Gen Yers, the 1980s are the sweet spot. As […]

Consumer Insights

Millennials' love-hate relationship with Walmart

March 28 2016 / Kacha Azema

This may surprise you: “Two-thirds of Americans between the ages of 20 and 35 have shopped at Walmart in the last month.” That’s according to Walmart Chief Merchant, Stephen Bratspies. On an investor phone call just two weeks ago, Bratspies also explained that millennials are more likely to shop at Walmart than Americans of any […]

Consumer Insights

Elon Musk and the satellite stadium

March 24 2016 / Sierra Soleimani

I don’t own a sports team, but if I did, I’d be very focused on attracting millennials. As the largest and most powerful consumer group of our time, it stands to reason that they would be an important target audience for teams, franchises, and ticket sellers. But millennials just aren’t that interested in attending traditional […]

Consumer Insights

A small shift makes a big impact with millennial women

March 16 2016 / Sierra Soleimani

Millennial women grew up hearing that they could do anything they set their mind to. They weren’t told that their place was in the kitchen, or that they could never be in charge. While Gen Xers, Baby Boomers, and members of the Silent Generation waited decades to see a woman on the Presidential ballot, more […]

Consumer Insights

The art of the Donald: How Trump is winning the millennial vote

March 10 2016 / Drew Patrick

This is the second of a two-part look at the unconventional candidates who’ve taken this year’s election by storm. Each has won a big portion of the much-coveted millennial vote, and – while miles apart ideologically – employ strategies that have been surprisingly effective with millennials. When you picture the crowd supporting Donald Trump, young people […]

Consumer Insights

Lessons from Bernie Sanders: How to talk to millennials

March 8 2016 / Sierra Soleimani

This is the first of a two-part look at the unconventional candidates who’ve taken this year’s election by storm. Each has won a big portion of the much-coveted millennial vote, and – while miles apart ideologically – employ strategies that have been surprisingly effective with millennials. Despite Hillary Clinton’s victories on Super Tuesday and Saturday, Bernie […]

Consumer Insights

Upcoming Webinar: Millennials + Sports

March 7 2016 / Sierra Soleimani

Millennials are the largest generation in the US and the least interested in attending professional sporting events. So, what will get millennials to the game? Find out in our upcoming webinar Millennials + Sports: Getting millennials to the game Thursday, April 7 1 PM ET / 10 AM PT In this webinar, we’ll share new research findings […]

Consumer Insights

Marketing to millennial dads

March 1 2016 / Kacha Azema

Have you ever frantically looked for your car keys only to find them in your pocket? Or spent 30 minutes searching for glasses that were perched on your head the whole time? Just like your “lost” glasses, we’ve found that America’s 14.3 million millennial dads1 are hidden in plain sight. They’re right next to those millennial […]

Consumer Insights

Millennials & Soccer: When MLS went social

February 23 2016 / Sierra Soleimani

In the arena of sports marketing, is there anything larger than the NFL’s annual Super Bowl? For the event’s 50th anniversary a few weeks ago, the NFL reported 112 million viewers worldwide and a $5 million price tag for a 30-second advertisement.1,2 Professional football must be the benchmark of the sports world, right? Actually, it’s soccer. […]

Branding

The making of a cult brand

February 16 2016 / Shawn McConnell

Nestled deep in the idyllic Belgian countryside of West Flanders lies one of the most sought-after brands in the world. A brand whose product demand far outstrips the supply, and one whose marketing budget has hovered steadily around $0 for the last 175 years. Despite the remote location and total lack of advertising, this company […]

Consumer Insights

Millennial Spotlight: Who is Tavi Gevinson?

February 9 2016 / Sierra Soleimani

Tavi Gevinson has been called the Queen of Millennials and the future of journalism.1,2 At just 19, she has posed for the groundbreaking Pirelli Calendar, published four books, taken the fashion world by storm, and solidified her creative chops as editor-in-chief of Rookie Magazine. These endeavors ­– combined with some very key personality traits – […]

Branding

Marketing lessons from Netflix’s Making a Murderer

February 1 2016 / Liz Smith

Unless you live under a rock…in the middle of nowhere…you’ve probably heard about (if not binge-watched) the hit Netflix series Making a Murderer. The 10-part documentary follows the story of Steven Avery, a man from Manitowoc County, Wisconsin, who was wrongly imprisoned 18 years for a sexual assault he didn’t commit. Soon after his release, […]

Consumer Insights

Imgur: The social media platform killing it with millennial men

January 19 2016 / Kacha Azema

You know that voiceover in epic movie trailers? The deep, reverberating voice that begins: “In a world…” “In a world…of 150 million active monthly users.1 Where people engage with posts 10x more than on Facebook.2 Where the community is positive, funny, and even…nice.3 Where users spend 3-10 hours per week4 consuming content in average blocks […]

Branding

Rethinking ROI and content marketing

January 11 2016 / admin

As consumer behaviors change and evolve so do those of brands and marketers. No longer do we live in a world of one-way promotional messaging, but one where consumers have the power to interact, change, and mold a brand. In our 60-second guide to millennials, we note that 62% of millennials are more likely to […]

Branding

Holiday hangover? 5 lessons to legitimize your binge-watching

January 5 2016 / Shawn McConnell

Welcome back from another holiday break. What better way to kick off the new year than by legitimizing your holiday binge-watching? Let’s take a closer look at a few classic films and see how you can use some of the most memorable scenes to your advantage. Home Alone “This is my house. I have to […]

Consumer Insights

Finding the truth about millennial marketing

December 14 2015 / Sierra Soleimani

We all need a little bit of straight talk from time to time. You know, one of those fierce conversations that avoids the correctness and politeness of most exchanges, and cuts directly to the core issue. I’m not talking about an inflammatory Donald Trump headline-grabbing rant. I mean an honest, direct, and thoughtful conversation that […]

Branding

How to craft your mobile strategy

December 8 2015 / Kacha Azema

There’s one source of unquestioned authority on anything related to internet search: Google. So it’s worth paying attention when Google CEO Sundar Pichai drops some new insight, as he did in their last quarterly earnings call just over a month ago. Pichai announced that for the first time ever, there are more mobile searches than […]

Branding

Why you should alienate your other audiences

November 30 2015 / Sierra Soleimani

One of the most common questions we hear about connecting with millennials is how to do it without alienating other audiences. We say: alienate them. You can’t target any audience when you aren’t focused. Trying to connect with millennials while catering to other audiences is like playing darts while wearing a blindfold. You might hit […]

Branding

When big brands and personal brands collide

November 17 2015 / admin

The personal brand. It’s important to millennials, but what does it matter to corporate brands, and the people tasked with promoting them? As millennials are building their personal brands, they’re using products and companies to convey something about themselves. Tapping into this phenomenon could be an extremely successful and authentic approach to native advertising, but […]

Branding

Your best shot for getting shared

November 9 2015 / admin

We’ve all been there. A client or team member mentions making a viral video and we all slouch down and cringe. Not because the idea of making great video content is scary, but because the goal of creating something that will go viral is a risky one that is out of our control. What we […]

Consumer Insights

Be like Nike: How Nike is winning millennials

November 3 2015 / Sierra Soleimani

As millennials have become America’s largest consumer group, everything about marketing has changed. The only thing that has remained constant is the success of Nike. Year after year, Nike ranks as a favorite brand among millennials.1 Like its customers, Nike’s marketing strategy has evolved. If you’re a marketer clinging to the principles of yesterday, you […]

Design

Designing for clarity vs. designing for curiosity

October 26 2015 / Shawn McConnell

There are a million different ways to solve a design challenge. In every case, the approach you take should depend heavily on the goal. And I’m not talking about the “Increase awareness 35%” kind of goal. I’m talking about the mental goal. What do you want people to feel? Do you want their pulse to […]

Branding

How leading brands can use beacons

October 20 2015 / Kacha Azema

People talk about the physical world and the digital world as two separate places – but they’re not. They’re one place, called the modern world. Consumers live in this world. And as marketers, we need to transcend bits and atoms, to create magical moments and meaningful conversations no matter where, when, or how people engage […]

Branding

What marketers can learn from Taylor Swift

October 13 2015 / Sierra Soleimani

There is no question: Taylor Swift knows what she’s doing. As an entertainer, a performer, and – most importantly – as a marketer, Swift is killing it. In only a few years, she has become one of the most beloved and buzzed about musicians in the country. With 50.5 million followers, she’s the most popular […]

Consumer Insights

Airlines need to go above and beyond to win millennials

October 6 2015 / Liz Smith

Ask millennials what they enjoy spending money on, and “travel” will likely be one of the first things you hear. More than 75 percent of millennials prefer to spend money on experiences rather than material things,1 and 35 percent of millennials said they plan to take one to two large trips in 2015, compared to […]

Consumer Insights

Do millennials find value in a professional sporting event?

September 29 2015 / admin

What gets millennials to the game? We were curious, so we surveyed more than 500 millennials ages 21-34 about their experience purchasing tickets for – and attending – professional sporting events1. And while we know there are all types of attendees, from the social viewer to the die-hard fan, we really wanted to know why […]

Consumer Insights

Your 60-second guide to millennials

/ Sierra Soleimani

Every day, we talk to industry leaders who admit that they don’t understand the millennial generation as well as they should. But how do you inspire an audience to go on a journey with you if you don’t understand where they’re coming from? Start off on the right path with millennial stats every marketer should know.

Branding

Hail to the chief!

September 28 2015 / Sierra Soleimani

Six months ago I shared with you a manifesto of sorts, my personal credo to “Dare Mighty Things.” This statement is based on a quote from Teddy Roosevelt and it is a daily reminder for me to be willing to risk much, even if it means failing more often. A year ago, it helped Skidmore […]

Branding

Improving the in-store experience

September 22 2015 / Shawn McConnell

In-store marketing can be the baptismal waters for immersion into your brand. Done wrong, it’ll be completely invisible – or even worse, an absolute annoyance. Done right, it’ll lead your customer to do exactly what you want. So how can you do in-store marketing the right way? Here are a few tips to get you […]

Branding

Social Influence: Turning sales into marketing

September 15 2015 / Kacha Azema

If you’re like most companies, your sales are a quiet affair. Your customers move through the purchasing process privately, making decisions and buying products without broadcasting it to the world. Take Josie for example. She’s attracted by your latest ad campaign, explores what you have to offer, decides she wants your widget and then—silently, invisibly—she […]

Branding

Make your advertising matter in the digital age

September 11 2015 / admin

Millennials are living in the digital world. They are fully immersed – communicating on social media, shopping online, streaming movies – and blurring the line between physical and digital more than ever before. While TV reigned supreme as the top advertising medium for decades, the cable cutting generation is in a different space altogether. As […]

Consumer Insights

4 ways to avoid annoying the millennial shopper

September 1 2015 / Sierra Soleimani

If you’re a chief marketing officer trying to earn the attention and admiration of the millennial shopper — without inadvertently tripping the “red flag” of annoyance — you’ve got your work cut out for you. In an effort to locate the land mines and avoid missteps, Skidmore Studio recently conducted an online survey asking millennials […]

Consumer Insights

Using big data in email marketing to millennials

August 25 2015 / Sierra Soleimani

Even though inboxes are overloaded and the average person receives 70 emails a day, millennials prefer to communicate with brands via email.1,2 This means that companies have a lot of competition when it comes to reaching their audience. And for entertainment and experience-based brands seeking to engage Generation Y, standing out in the retail heavy, […]

Design

Design feedback, from a designer

August 18 2015 / Shawn McConnell

“Add a little more design” “Make this a bit more fun” “Make it sizzle” “Make it pop” When it comes to design feedback, I’ve heard these words and phrases more times in my career than I can count. Clients say them, account people say them, and whether they admit it or not, sometimes even designers […]

Consumer Insights

Unexpected brands find success with the millennial buyer

August 11 2015 / Sierra Soleimani

Some things are great pairings. Mention one item, and your brain automatically adds the second. Try saying the words “peanut butter” and not thinking ______? Right? These natural fits also happen in the marketing world. When brand and audience form a natural connection, the job of the marketer is relatively simple. Helping Hasbro Toys reach […]

Branding

How to drive sales by improving experience

August 4 2015 / Kacha Azema

As the CMO of a top entertainment brand you’ve got a sharp eye on your metrics. Above all, I bet you’re tracking sales numbers carefully. Sales are important, sure, but they look backward instead of forward. By focusing only on sales, you’re missing an opportunity to drive numbers instead of just reading about them. Let […]

Branding

Crash course in 2015 digital marketing buzzwords

July 28 2015 / admin

The digital world moves quickly. Every day there’s a new trend or term popping up that requires us to determine its relevancy and figure out if and how it applies to our work. These terms change frequently, so we don’t expect our clients to know every current buzzword and be able to drop it into […]