Inaugural think tank to focus on millennial marketing

Sunday, October 21, 2018

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The Jamaican consumer has evolved and Corporate Jamaica is taking notice. With more than 50 per cent of the population below 31, Jamaican millennials are a force to be reckoned with. They consume more overseas television, online content, services and products than ever before. This has prompted the business fraternity to pivot, producing more internationally competitive advertising and marketing.

But there is a crucial gap: a dearth of up-to-date, culturally relevant, local data on Generations Y & Z.

Luckily, managing director at full-service marketing agency The LAB, Kimala Bennett, has recognised the issues and is on the way to filling that gap, by commissioning Jamaica's latest independent Millennial Market Survey through sister company BlueDot Data Intelligence.

“It is difficult to readily find Jamaican millennial statistics. We did this study to answer the questions we know marketers have, and give them the data they need to make well-informed decisions. Though there are overlaps with some of what comes out of the US, Jamaica's unique culture requires first-hand understanding to be interpreted effectively,” Bennett told the Jamaica Observer on Friday.

Key points of the study will be shared at The LAB's inaugural Think Tank: Reaching The Jamaican Millennial, a specially curated one-day conference scheduled for this Wednesday, October 24 at the Spanish Court Hotel.

The Jamaica Observer is among the event sponsors.

The think-tank will feature strategic millennial marketing expert Tina Wells who has been dubbed “The Millennial Whisperer” by Fast Company and who has successfully guided brands like Dell, Sony, Proctor & Gamble and OWN in millennial engagement. She will be sharing insights on marketing to Gen Y & Z.

The LAB, which has produced millennial-led campaigns for top brands including: Digicel's 'Set fi di Summa' campaign featuring Kim Patterson, as well as NCB's Keycard and Grace's 'Flairy Mackerel' featuring Ding Dong, said it is poised to help its clients and the wider business arena navigate the ever-evolving millennial space.

“These days where stocks plummet based on Kardashian tweets, businesses can be made and broken by trends in social media, entertainment, and general culture shifts. The pace and complexity of these trends make clear brand messaging a real challenge for marketers. The LAB Think Tank is expected to strike a new tone for Jamaican marketing, shifting the paradigm by focusing on Gen Y and Z consumers as the foundation for corporate business continuity, while sharing some of the strategies that have led to The LAB's success over the past 10 years,” The LAB said Friday.

Speaking to the expected impact of the conference, Bennett told Career & Education that “The data in itself is valuable but being able to translate statistics into effective communication is the key. We've engaged Tina because as CEO of Buzz Marketing group, her core is data analysis and conversion, so she speaks from an experienced perspective. Targeted data expertly analysed in a Jamaican context, that's The LAB Think Tank”.

Bennett added that Wells' input will be balanced by comprehensive Jamaican insights as the event's roster includes key local decision-makers sharing their experiences in the Jamaican context.

Some 200 marketers, business executives and influencers are expected to attend Wednesday's event.

“The conference seeks to bring trendsetters into the boardroom, and guide a meaningful dialogue between business and their core consumers leading into the next 10 years,” The LAB said.

The event is expected to be an annual corporate event.

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