Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents Hardcover – August 19, 2015

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Awesome information, a fun and interesting read, and great insights to what's to come.

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Millennials, a large group of society that is prime for marketing at, is something you cannot afford to ignore; yet many of the old “marketing tricks” or tried-and-tested approaches are not so relevant today. Millennials with kids, oh what a brave new world that awaits our considered marketing might.This is an interesting book that looks at the developing group of Millennials who have been brought up with technology and other advances that previous generations just didn’t have. What’s more, many of them have grown up, they are having kids and how the blazes do you really market to them? Maybe this book can help you attract and retain interest from this highly informed, quite cynical, vocal, expectant and demanding group of consumers that increasingly occupy prime “real estate” for your sales and marketing efforts.The authors set out to show you how you can co-opt these Millennial Parents as co-creators of brands and products, make them to be your strongest endorsers, push their social sharing buttons, attract them with informative, valuable content and generally get them on your side and get them shopping for your products or services. Passive consumers just reacting to your adverts this group is not.The book is written from an American perspective and is understandably heavy with locally orientated demographics, brand success and failure examples, interviews and research, yet the core takeaway points will remain the same, albeit with a little modification for cultural differences. Remember, still for many what leads in America follows elsewhere, so you cannot afford to take your eye off the ball, even if you are not operating in the United States.Think ahead, the children of the Millennial generation cannot help but be even more demanding. As the book notes, Millennials will mature and impose their values, attitudes and behaviours onto their own children, so the organisations that did not invest in understanding who these consumers are now and who they will be as they mature may want to begin finding something new to do as they may have burned their bridges. Living on past glory may not be sufficient. The game has changed. The genie is firmly out of the bottle.“What about what’s next for Millennials, as they grow, mature, and start families? While these insights and strategies can be applied across the board to this generation, some important differences between Millennial parents and those who are not parents emerged during the research for this book,” wrote the authors, adding: “Most significant of these differences is the shift toward pragmatism. Of course, it isn’t news that young adults who become parents tend to become more grounded as their priorities shift to keeping this little person alive. This story is as old as time. So why can’t marketers look to past generations and use those strategies to target Millennials as they move to the next life phase? The answer is simple: Millennials’ defining characteristics don’t just disappear when their children are born. They are not disconnecting from their smartphones, losing compassion for causes they once cared about, or shunning adventure. Like Millennials without kids, parents are strongly defined by the generational traits that have set the Millennial population apart from everyone else. However, they are finding new ways to use technology to streamline the trials and tribulations of parenthood, refocusing their support on more local causes, and finding adventure closer to home that is inclusive of their children.”Reading the book makes you intellectually exhausted yet pumped up at the same time. Simple things, brought into focus, can underline existing knowledge yet set you on a whole new course at the same time. A lot of what you will learn is not exactly new, yet you may be looking at it with a slightly different gaze and that can make a world of difference.Are you ready? Even with this book’s help and a lot of hard work, do you think you and your company can be ready? A great, powerful book can only do so much after all!

A great read that I highly recommend for any brand marketer. Millennials are now the largest generational demographic in the world, they are influencing all other generations, and their habits are shifting as they become parents. Understanding those shifts and what they mean in purchasing can really help any marketer who hopes to remain relevant.

I do work w/ Jeff Fromm from time to time & am also featured in this book, so you can take that into consideration with this review. With that being said, the book is a great follow up to the last & has been nothing but helpful in helping clients understand this huge group of consumers that we've named millennials.It's no longer a teenage wasteland. They're adulting now. They have kids, they're growing up quickly & they're evolving into the most powerful purchasing decision makers to your brand that exist today. Where millennials go, so does everyone else. Focus on this group & your content can resonate far outside the nice & tidy demographic you think is your current target.Find out who you're actually talking to. Know that you must be bringing more value outside your product and answering questions like why your brand exists & how are you going to help communities, neighborhoods, cities, countries & the world.Brands need to communicate with this generation. We need to understand why carpet bombing approach of reach & frequency will fall on deaf ears if it isn't followed with building a deeper relationship with the consumer by bringing value to your consumer.It's more than just better targeting a group of people. This is a complete shift in how we will communicate & interact with brands. Read up!

Millennials with Kids is an absolutely fascinating book.Jeff and Marissa take you through a captivating in-depth analysis of a rapidly growing massive consumer segment of millennial parents that yields enormous purchasing power. Parents that want to intimately engage, interact and participate in the creation and curation of the consumer brands they find useful, fit their image and that truly make their lives easier... all before and in exchange for their loyalty as consumers.They share and dissect some of the most successful user-generated content and purpose-driven campaigns that reveal the mindset of these millennial moms and dads. The book is a real eye opener and fun to read. I was even able to follow their campaign examples on YouTube from my smartphone as I read to see for myself in living color these new concepts and models that all brands will eventually need to adopt to increase market share. I believe Jeff and Marissa understand the behaviors and insights of millennial parents better than these young parents themselves.I highly recommend this book to anyone who wants to and any brand that needs to throughly understand how this important new consumer group thinks, lives and buys.Danny Rinaldi, Founder & CEO, Harmonix

Kid's change everything. In a recent survey of top 10 brands, Millennials ranked Walmart dead last. But, Walmart has now climbed to the fourth spot among Millennials with children. Why? Walmart's consistency of delivering on price and convenience. Today’s Millennials with kids are quickly becoming pragmatists. A quarter of millennials are already parents. As more of them become moms and dads, they'll redefine family life. Coauthor's Jeff Fromm and Marissa Vidler, offer a deep analysis of a new large-scale generational study of Millennials as parents. They provide rich, practical marketing tips and strategies on how to reach them. I highly recommend it.