Millennials with Kids

CHAPTER 4

The Power of Energy

You are more than halfway through this book, so you know by now that some of the traditional business models that you learned in school or in your years in the industry have to be altered or revamped to apply to the Millennial market (such as Porter’s five forces, discussed in Chapter 3). The habits, preferences, and behaviors of Millennials are changing the market, so it’s time to forget about it—unlearn what you know and embrace a new framework to engage Millennial parents.

The Path to Purchase

Let’s look at another model. This time, we are going to break down the AIDA model. You know this one—AIDA describes the series of events a consumer goes through when exposed to advertising and marketing. (See Figure 4–1 ...