How Gamma are you? According to GammaWomen.com I’m 100% Gamma. I stumbled upon this website through BrisbaneWoman.com (thanks Kylie!). So what has this got to do with my blog and marketing? Well the fact I’m even blogging about this site and the gamma concept appears to prove their point…
Most people know about the market segments Generation X and Y, Baby Boomers and there has even been discussion in more recent times talking about Generation C (that will need to be another post). According to Meredith.com the term “gamma” was originally used to describe the behavioural patterns of pre-teenage girls. I’ll cut to the chase with this… further market research showed that “gamma” traits occurred in cross generational segments and voila the “Gamma Factor” and Generation Gamma was coined.
The thing that amuses me about the Generation Gamma psychographic traits is it’s what direct marketers like Pete Godfrey, Joel Bauer and Dan Kennedy have been saying for years. Pete has undertaken extensive market research and immersion therapy techniques to better understand how to market to women—you’ll have to ask him about those stories [cheeky grin].
Meredith.com says, “To tap into the power of this consumer, speak her language—understand what’s important to her, how she uses media and finds information, and which messages resonate most strongly with her.”
Sounds familiar huh? I thought so too.
The introduction of Web 2.0 and social media means there are more ways for women to communicate with each other. More media channels (in theory) means to word spreads faster and as marketers it means we need to be more aware of the media trends. The general rules of social media are simply summed up as being open, honest, authentic and interactive; irrespective of being online or offline, marketing to the Gen Gamma demands this more so than other psychographic segments.
GammaWomen.com say these are the keys to Gamma Marketing (get your pens out!):
- Pull her in to interact with your brand.
- Inspire her with real stories and distinctive characters.
- Be authentic.
- Ask her to share her opinions, needs, and wants.
- Spark her creativity. Invite her to participate in creating your brand’s story.
- Use multiple media and marketing techniques.
- Show her your values.
- Don’t be afraid to take risks or make course corrections.
- Tap into interest groups and influential individual voices.
- Create adventures and unique experiences.
- Help her edit the wide array of choices.
Yep, I know it is all social media guidelines. Cool huh? That means it should be really easy to tweak your marketing plan to better include this target market. And just before you write this off as feminist nonsense, the 2008 What Do Women Want? Study by Meredith and NBC Universal cites, “Gamma women represent 51% of all women in America.”
I’ve sent off for the full report (because I’m a nerd and love this stuff).
Are you marketing to Gen Gamma? Should you be rethinking your market segments to begin targeting Gen Gamma?
Over the last decade Lesleigh Ross has been leading project and change teams in complex delivery environments and transformation projects across public, private and not-for-profit sectors. Leigh is highly skilled in industry best practice methodologies and frameworks which is demonstrated through her ability to deliver quality business outcomes across ‘green fields’ and recovery projects and programmes.
As a ‘digital native’ Leigh believes delivering innovation in business is only possible through collaborative project design where the business and technical teams work hand in hand. A geek in her own right Leigh is able to “degeek the geek” and facilitate effective engagement through all stages of project delivery.
Leigh is the current Queensland Lead for the Change Management Institute and a proud member of the Australian Institute of Project Management and the International Centre of Complex Project Management. She is active in her local chapters and national interest groups which are focused on improving the professionalism, diversity and inclusion within the project management community.