SMPS Southwest Regional Conference Program Recap: “Marketing the Generational Gap”
By Kisa Orazio, Marketing Communications Manager, Swanson Rink
With the SMPS Southwest Regional Conference (SWRC) taking place in Colorado this past October and the Marketing Excellence Awards fast approaching in February, we thought it would be a prime time to slow down and recap on one of the many great presentations that took place at the Southwest Regional Conference a few months back.
We received great feedback for all of our speakers and presentations at the SWRC, but one in particular seemed to cause extra buzz at the conference: the “Marketing the Generational Gap” presentation by Grenee Celuch, CPSM, of Concord General Contracting, and Deidre Booth, CPSM, of Tankgirl Marketing.
This presentation was a hot topic for many marketing and business development professionals, and received a high attendance rating because of its strong relevance within the Architecture/Engineering/Construction (A/E/C) industry. Unlike other industries that typically have a small generational gap between employees, (for example a graphic design firm made up of young, just-out-of-college employees), the A/E/C industry is frequently made up of at least 3 of the 4 generations in the workforce today: Matures, Baby Boomers, Generation X and Millennials. As the marketing professional wears many hats, and therefore interfaces with many different members of the staff on a regular basis, it is necessary to understand each generation’s core values, motivations, and characteristics, to successfully reach effective communication.
Marketing the Generational Gap presentation
Photo credit: Sohm Photografx
A prime example of this topic includes two generations that are polar opposites, the Millennials (born between 1981- 2000) and the Baby Boomers (born between 1946-1965). These two generations often collide when it comes to their expectations of a desirable work environment: The Baby Boomers demand respect, timeliness, strong work ethic and open communication, and the Millennials want a workplace that is flexible, rewarding and social. Stuck in the middle of the conflict is Generation X (born between 1965-1980), who have an entrepreneurial management style, are results driven and natural problem solvers. The “Marketing the Generational Gap” presentation showed how it was possible to have these three groups understand each other through Reverse Mentoring and Managing Up. Most importantly, this presentation discussed how the majority of problems within these two generations are not “personality conflicts,” but are in actuality, just different communication styles across the generational gap.
Grenee and Deirdre are happy to travel to your next company function, outings, etc. to present “Marketing the Generational Gap.” They also know there are many questions about this hot topic and would be happy to answer any of your questions. For more information please contact Grenee at 480.250.0338 or email@example.com.
*Reposted from SMPS Colorado Winter 2014 Newsletter*